Take-Twos VD Strauss Zelnick avslöjade detaljer om GTA 6-marknadsföringskampanjen

In a few hours, Take-Two Interactive will hold a new earnings call—and the fans are excited because there might be a reveal of new official information about GTA 6—the most anticipated video game of 2026. It is still unlikely that pre-orders for the game will become available, Rockstar Games will share the new trailer, or the price will be revealed, but there might be some news about the game’s upcoming marketing campaign that will start this summer.

Actually, the CEO of Take-Two Interactive, Strauss Zelnick, has already made a first step—but you should keep your expectations safe. In a new interview with GamesIndustry.Biz revealed that the company’s marketing strategy with Grand Theft Auto VI will be different in comparison to the game’s predecessor, GTA V, and also spoke about AI technologies and more. The highlights from his interview you can check out below:

“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. And the answer is of course we need to market it. 13 years ago we were still buying network television. We won't be buying a lot of network television.

I prefer the word "technology" because technology encompasses AI, and using the word AI means different things to different people. But everything that we create, we create inside computers and always have. And new technology and new tools are always a good thing for us.

Our job is to make the very best creative properties that we can and bring them to consumers wherever they are and we use technology to try to do that. So of course as new, interesting technology comes along, we should be at the front of line in terms of trying it out, but if you interpret that to mean we should make cheap crap and hope people like it, then you've misinterpreted my comments.

We have to make the best entertainment on earth and if tools allow us to do that more efficiently and more effectively, we're all in and we're trying really hard to avail ourselves of new technology to do just that. We have a couple hundred projects across the company to do that.

Technology is not going to take people's jobs. The big tech companies who laid off thousands of people and said it was because of AI were not telling the truth. It was because they overhired in the pandemic and they were sloppy about it and they haven't addressed their headcount issues. And the market believing that all SaaS companies will go out of business because of AI – the market's completely incorrect, as the market sometimes is. And if the market weren't incorrect now and then, how could you invest in it? You'd never have an opportunity.”

As we know, recently PlayStation confirmed the next State of Play show is scheduled for June 2. Before that, gaming insider DetectiveSeeds stated that Sony has a partnership with Take-Two/Rockstar Games that allows them to show Grand Theft Auto VI in such presentations, like State of Play. Of course, it’s just a speculation, but given that GTA 6 marketing starts this summer, the reveal of the game’s new trailer at Sony’s upcoming presentation will break the Internet, for sure.

For now, you can also find out everything we know about GTA 6 so far - the story, gameplay, map, open world, platforms, and more.

Grand Theft Auto VI will release on November 19 for PlayStation 5 and Xbox Series X/S.