The marketing window for Take-Two Interactive and Rockstar Games’ open world action game, GTA VI, is relatively close to its release.
During an interview with Bloomberg, Take-Two Interactive CEO Strauss Zelnick was asked about the release schedule of GTA VI, and why its a very carefully held secret. In response, he admitted that the anticipation for the sixth mainline entry in the Grand Theft Auto series may be the greatest he’s ever seen for an entertainment property.
Zelnick mentioned that Take-Two Interactive and Rockstar Games want to maintain the anticipation and excitement for GTA VI. He pointed towards competing game companies that describe their game release schedule for years in advance. According to him, the better thing to do is to provide marketing materials relatively close to the release window in order to create that excitement, and that is the approach the company is taking with the marketing of GTA VI.
With the aforementioned approach to marketing, Take-Two Interactive and Rockstar Games aim to create excitement on the one hand and balance said excitement with unmet anticipation. Zelnick said that he doesn’t always get it exactly right, but that’s what the company is trying to do with the launch of GTA VI.
