It’s been almost a year and a half since the first Grand Theft Auto (GTA) 6 trailer was released, engaging fans worldwide. Since that moment when a 2025 release was confirmed, however, it’s been silent from both Take-Two Interactive and developer Rockstar Games regarding any GTA 6 news.
Fans have been theorizing every possible clue they could find about when the next piece of information or trailer will be revealed, but nothing has come yet. Thanks to a new interview with Take-Two Interactive CEO Strauss Zelnick, we know this silence is part of a strategic plan.
In an interview with Bloomberg, Zelnick stated that one reason for the lack of news is to “create enormous high hopes” for the game.
“The high hopes for that title may be the greatest high hopes I’ve ever seen for an entertainment property,” said Zelnick. “We want to maintain the high hopes and the excitement.”
Zelnick discussed how other competitors tend to reveal their release schedules “years in advance.” For Take-Two, he believes in doing heavier marketing as a release date approaches. “We found that the better thing to do is to provide marketing materials relatively close to the release window in order to create that excitement on the one hand and balance the excitement with unmet high hopes,” he noted.
The conversation also discussed why there can be such long gaps—12+ years—before releasing sequels. Zelnick explained it’s intentional so they can “rest [their] intellectual property.” He added, “Some of our competitors come to market very regularly, maybe even annually with their titles. We only annualize our sports entertainment titles.”
Specifically discussing GTA 6 again, Zelnick remarked that Rockstar “seeks perfection in what they do and perfection is a pretty high bar.” Players eagerly await more details on what Rockstar has planned next.
