Take-Two Interactive’s CEO, Strauss Zelnick, has confirmed that GTA 6 still doesn’t have an official release date—part of a deliberate strategy to build anticipation. Rather than revealing too much too soon, the company plans to ramp up marketing efforts closer to launch to maximize excitement.
In an interview with Bloomberg, Zelnick explained that keeping details under wraps for now ensures that player interest will be at its peak when the time comes. By waiting until the right moment, they can generate even greater buzz and engagement from fans eager for the next installment in the legendary franchise.
“We have competitors who release the release date years in advance, but we think the best thing to do is to bring marketing materials closely close to their arrival to create excitement on the one hand and balance it with anticipation,” says Zelnick.
GTA 6 already exceeds expectations
According to the Take-Two Interactive CEO, expectations around GTA 6 are already the greatest he has ever seen throughout the entertainment industry.
“The expectation for this title is perhaps the greatest of all views on entertainment properties and I have experienced there for some time,” explains the CEO of Take-Two Interactive.
Despite all this knowledge about fans’ expectations, the executive said they would maintain the strategy with GTA 6, and neither their producer nor Rockstar will announce something ahead of time. You can sit down and wait for a new trailer or experience details.
“I’ve been to every entertainment business and we’re going to maintain anticipation and excitement. I’m not always hit, but that’s what we’re trying to do,” Strauss Zelnick reinforces.
And now?
For now, GTA 6 fans will have to wait for Take-Two Interactive and Rockstar to share more updates. Since the game’s first trailer dropped in December 2023, no new official content has been released.
While rumors and leaks continue to surface, plans can shift, and nothing is set in stone until launch. With Borderlands 4 officially scheduled for September 23, 2025, Rockstar will likely avoid a release date too close to that. Current speculation suggests GTA 6 could arrive in late 2025, possibly between November and December.
Initially, the game will launch on PS5 and Xbox Series X/S, with a PC version already confirmed. However, gamers should start saving now—analysts predict a price hike, with the standard edition potentially costing up to $100 at launch.
