Take-Two Interactive's CEO, Strauss Zelnick, explained in a recent interview why the release date for GTA 6 remains unannounced despite the game's scheduled arrival this fall. He emphasized the strategy of maintaining excitement for the title, which he described as having unprecedented anticipation in entertainment history. Zelnick mentioned the benefits of holding off on marketing until closer to the release date to enhance excitement while managing expectations. This approach contrasts with some competitors who share their release schedules years in advance, signaling a deliberate strategy to create buzz around GTA 6.
The anticipation for that title may be the greatest anticipation I've ever seen for an entertainment property. We want to maintain the anticipation and the excitement.
We do have competitors who will describe their release schedule for years in advance, and we've found that the better thing to do is to provide marketing materials relatively close to the release window.
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