Take-Two CEO Explains Why Rockstar Hasn’t Announced GTA VI Release Date Yet

More than a year has passed since the release of the first trailer for the open-world crime action game GTA VI from Rockstar Games, but the studio is in no hurry to please fans with new advertising materials. Why is this happening?

Image source: Rockstar Games

In a conversation with Bloomberg, Take-Two Interactive CEO Strauss Zelnick explained why Rockstar Games is delaying the announcement of the GTA VI release date and showing the second trailer.

According to Zelnick, the excitement surrounding GTA VI is unprecedented in the history of the entertainment industry, and Take-Two Interactive intends to “maintain this level of excitement and interest” from consumers.

«”We’ve found that in order to generate hype and balance it with [public] expectations, it’s better to release marketing materials relatively close to the release. We don’t always succeed in that, but we try,” Zelnick said.

In its February financial report, Take-Two confirmed that it still plans to release GTA VI on PS5, Xbox Series X and S this fall, but acknowledged the threat of a delay.

Major gaming companies are in no hurry to clarify their plans for the release of their products while waiting for the announcement of the release date of GTA VI and are preparing to postpone their premiere in the hope of avoiding competition with a potential hit from Rockstar.

Set in the Florida-inspired state of Leonidas, GTA VI will see players take on the role of outlaws Jason and Lucia. They promise “the largest and most believable world” in the history of the series.