GTA 6 boss says marketing will begin 'soon', solidifying earlier promise

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Take-Two Interactive CEO, Strauss Zelnick, says the Grand Theft Auto 6 marketing campaign will begin soon
He previously said the main marketing campaign would begin around summer
The next Take-Two earnings call is set for May 21

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'. That said, he declined to give a specific date.

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."

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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, thus far.

If marketing begins without the dreaded delay message, it may be enough to suggest that GTA 6 will indeed launch on November 19, 2026, considering Zelnick's statement insinuating that launch dates are locked in once the main marketing campaign begins.

In that case, it's now a waiting game to see whether Rockstar is confident enough to stick to its current November date, and with Take-Two's next earnings call set for May 21, updates are certainly imminent. Notably, the earnings call is within the same time period GTA 6 was initially set to launch in (May 26), so it wouldn't be a huge surprise to see Rockstar use this time as the beginning of marketing.

Most importantly, the months ahead should be exciting for gamers, with Summer Game Fest in June, featuring several new game announcements, and possibly something fresh on GTA 6.

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Isaiah is a Staff Writer for the Computing channel at TechRadar. He's spent over two years writing about all things tech, specifically games on PC, consoles, and handhelds. He started off at GameRant in 2022 after graduating from Birmingham City University in the same year, before writing at PC Guide which included work on deals articles, reviews, and news on PC products such as GPUs, CPUs, monitors, and more. He spends most of his time finding out about the exciting new features of upcoming GPUs, and is passionate about new game releases on PC, hoping that the ports aren't a complete mess.

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