VERIFIEDBy Xavier Rivera· ·1.5 min read
Take-Two CEO Details GTA 6 Marketing Strategy Shift
Take-Two CEO Strauss Zelnick outlined a major GTA 6 marketing push tailored to modern audience attention in a GamesIndustry.biz interview. The strategy avoids heavy network television buys used for GTA 5 and is set to begin this summer.
Source:Insider Gaming
Take-Two Interactive CEO Strauss Zelnick said the company will pursue a substantial marketing campaign for Grand Theft Auto 6 that aligns with where audiences and attention currently reside.
Zelnick made the comments in an interview with GamesIndustry.biz. He directly addressed investor inquiries about whether extensive spending is required given the franchise’s scale and existing sentiment. “I’ve been asked by investors whether we need to spend marketing dollars given the scale of the intellectual property and its reach and the sentiment,” Zelnick stated. “And the answer is of course we need to market it.”
The executive described the planned effort as “a very significant broad based marketing campaign that reflects where audiences and attention is today.” Zelnick contrasted the approach with the one used for Grand Theft Auto 5 in 2013. “13 years ago we were still buying network television,” he said. “We won’t be buying a lot of network television.”
Zelnick indicated that marketing activities are expected to begin in the summer, which officially starts on June 21. The remarks suggest Take-Two will reconfirm the summer timeline during the company’s upcoming earnings call. Observers have linked the comments to anticipation surrounding a potential third trailer for Grand Theft Auto 6.
The interview positions the campaign as a departure from older media-buying tactics and as a response to contemporary viewer habits across digital platforms. Zelnick’s statements reinforce prior guidance that major promotional beats will occur during the summer period ahead of the game’s scheduled release.
Zelnick made the comments in an interview with GamesIndustry.biz. He directly addressed investor inquiries about whether extensive spending is required given the franchise’s scale and existing sentiment. “I’ve been asked by investors whether we need to spend marketing dollars given the scale of the intellectual property and its reach and the sentiment,” Zelnick stated. “And the answer is of course we need to market it.”
The executive described the planned effort as “a very significant broad based marketing campaign that reflects where audiences and attention is today.” Zelnick contrasted the approach with the one used for Grand Theft Auto 5 in 2013. “13 years ago we were still buying network television,” he said. “We won’t be buying a lot of network television.”
Zelnick indicated that marketing activities are expected to begin in the summer, which officially starts on June 21. The remarks suggest Take-Two will reconfirm the summer timeline during the company’s upcoming earnings call. Observers have linked the comments to anticipation surrounding a potential third trailer for Grand Theft Auto 6.
The interview positions the campaign as a departure from older media-buying tactics and as a response to contemporary viewer habits across digital platforms. Zelnick’s statements reinforce prior guidance that major promotional beats will occur during the summer period ahead of the game’s scheduled release.
HELP US IMPROVE
Reader-supported
The Circuitry is a passion project I've always wanted to build, and I love the work behind it.
Running it costs real money. APIs, hosting, time. To keep improving the site and growing this into something useful for everyone, those costs have to be covered.
Any contribution is appreciated. If not, no pressure. Thanks for reading.