“We don’t always get it perfect.” The CEO of Rockstar Games has shed light on why there have been no updates on GTA 6 for over 15 months. “The ideal approach is to release marketing materials relatively close to the game’s actual launch to maximize anticipation,” explained Take-Two CEO Strauss Zelnick.

Grand Theft Auto 6 is set to become one of the most significant cultural events of the upcoming months. It has been more than 15 months since the first GTA 6 trailer debuted, and since then, no further trailers, images, or official announcements have surfaced from Rockstar regarding their highly anticipated open-world game. Despite this silence, fan anticipation remains incredibly high.

Rockstar previously confirmed GTA 6’s release window as fall 2025, and now the reasons behind the delay in releasing the much-awaited second trailer have come to light. Take-Two CEO Strauss Zelnick, whose company owns Rockstar Games, provided an interview with Bloomberg explaining the delay in GTA 6’s marketing campaign. “We believe it’s essential to generate immense anticipation first,” he clarified.

Why Haven’t We Seen GTA 6’s Second Trailer Yet?

“The level of excitement and expectation for this title is possibly the highest I’ve seen for any entertainment product. I’ve been in this industry for a long time and seen a lot, but this is truly unique. We want to maintain and even amplify this enthusiasm. Many competitors reveal their launch plans years in advance, but we’ve found the best results come from marketing efforts conducted closer to release,” explained Zelnick (via Rockstar Intel).

Currently, GTA 6 is scheduled for release between September 22 and December 21, 2025. However, the main marketing push will begin only as the release date draws closer. “This strategy helps us sustain excitement without making the audience wait endlessly. We don’t always execute it perfectly, but that’s our aim,” Zelnick concluded. He also noted in the interview that GTA Online remains highly successful.

Source: 3djuegos