In a recent interview, Take-Two Interactive CEO Strauss Zelnick discussed marketing strategies for Grand Theft Auto 6, noting that Rockstar Games prefers to release promotional material closer to the launch. Zelnick believes this approach creates excitement and manages fan anticipation more effectively. He referenced past marketing practices for games like GTA 5 and Red Dead Redemption 2, where initial trailers were released with significant gaps, allowing a buildup of anticipation without overwhelming fans with continuous marketing. This strategy has proven beneficial for Rockstar's branding and reputation.
"We found that the better thing to do is to provide marketing materials relatively close to the release window in order to create that excitement on the one hand and balance the excitement with unmet anticipation."
"Both games' marketing campaigns picked up as they got closer to launch, but even then, Rockstar has never been about inundating the industry with commercial after commercial leading up to a major game."
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