Take-Two’s Strauss Zelnick has revealed that his company and Rockstar do not plan to release a trailer for Grand Theft Auto 6 until very close to its launch date, contradicting expectations from fans. This strategy is intended to maintain anticipation and excitement around the game without overwhelming it with marketing before its release.
Zelnick emphasized that releasing marketing materials too early can create unmet anticipation and make fans feel frustrated. Instead, he believes that Rockstar’s unique approach to marketing, which includes event-like releases, will effectively build hype for GTA 6. This strategy has been successful in the past, according to Zelnick, who expects GTA 6 to be the most-anticipated entertainment product release ever.
While some may see this approach as a way to control expectations, it’s likely that fans are eager to see more of the game before its release. A second trailer is currently due around December 2023, but there have been no recent teases, leaving fans wondering when they will finally get more information about GTA 6.
Ultimately, Zelnick’s strategy prioritizes delivering a successful and highly anticipated game over creating unnecessary hype. With so much riding on the success of GTA 6, it remains to be seen whether this approach will pay off for Take-Two and Rockstar.
Source: https://www.forbes.com/sites/paultassi/2025/03/30/take-two-boss-offers-frustrating-gta-6-trailer-2-update