Take-Two CEO Strauss Zelnick says that Rockstar Games want its upcoming open world action game, GTA VI, to be the best entertainment product ever created.
In a recent CNBC interview, Take-Two CEO Strauss Zelnick shared new insights into the development of Grand Theft Auto VI, addressing its highly anticipated release and the broader strategy driving Take-Two’s success. Despite a modest delay in the game’s launch, he highlighted Rockstar Games’ commitment to delivering a groundbreaking entertainment experience.
“It’s a pretty short delay—less than six months,” Zelnick explained, downplaying concerns over the adjusted release timeline. He stressed that Rockstar’s goal goes far beyond simply creating another blockbuster video game. “Rockstar Games is trying to create the best thing anyone’s ever seen in entertainment, not just interactive entertainment,” he said. “That’s a tall order, and I think consumers have huge hopes for the title.”
This ambition was evident with the second GTA VI trailer, which garnered a record-breaking 475 million views in just 24 hours, surpassing all previous records—including Rockstar’s own.
Zelnick also addressed Take-Two’s broader success across its portfolio. Titles like NBA 2K, Civilization VII, and Red Dead Redemption have all performed well, with NBA 2K selling nearly 10 million units year-over-year. On the mobile front, Zynga continues to thrive in a competitive space, contributing to over 50% of the company’s net bookings.
When asked about the future of gaming platforms, Zelnick affirmed the importance of mobile while underscoring the continued relevance of consoles and PCs. “It’s not a migration,” he explained. “These serve different needs at different times and sometimes different populations.”
Zelnick, who does not play video games himself, made it clear that his role is to empower the creative teams rather than interfere. “My role is to attract, retain, and motivate the best talent in the business and then get out of their way,” he said.
As Take-Two eyes global expansion, particularly in underserved markets like the Middle East, India, and Africa, Zelnick acknowledged the company’s current regional limitations. “If we don’t focus on that now, we’re going to be in ten years,” he warned, signaling an intent to evolve with the shifting dynamics of the global gaming landscape.
With Rockstar pushing to set a new bar in entertainment, GTA VI is shaping up to be more than a game—it’s a cultural milestone in the making.
