Take-Two CEO Strauss Zelnick has hinted that Grand Theft Auto 6's marketing campaign is about to begin, citing a new Variety interview via GameFile and reinforcing that Rockstar Games won't start spending on marketing until the release date is fully confirmed.
Part 1
Rockstar Games' silence on Grand Theft Auto 6 has left gamers worried it may face another delay, but a recent development suggests its November 19, 2026 launch date is locked in. In an interview with Variety, cited in a new Game File report, Take-Two Interactive's CEO, Strauss Zelnick, gave an update on GTA 6's planned marketing schedule, stating it's coming 'soon' — though he declined to give a specific date.
Part 2
This comes after Zelnick previously stated marketing would begin around the summer. The CEO also expressed confidence that Rockstar Games wouldn't have any more delays in the pipeline, stating: 'We don't spend money on marketing until we're pretty close to release.' The implication is clear: if marketing is beginning, the date is confirmed.
Part 3
Summer is now fast approaching, so it's safe for fans to predict that either a new trailer or a major update from Rockstar will arrive in late May to kickstart the marketing wave for arguably the most anticipated game of all time. The Take-Two Q1 earnings call is set for May 21 — and that timing falls within the period GTA 6 was initially supposed to launch (May 26), making it a natural window for Rockstar to ignite its marketing engine.