- Grand Theft Auto writer Dan Houser thinks players are excited about GTA6 because the studio “did a really good job constantly innovating within the IP”
- Houser says, “I think the way the IP has continued to evolve has made people really excited to play it.”
- He also believes that marketing, like trailers, plays a big role in hype.
Rockstar co-founder Dan Houser explained why there is so much hype around him. Grand Theft Auto 6arguing that this is due to the way the studio has handled the evolution of intellectual property.
GTA6 is perhaps the most anticipated game of all time and is scheduled for release next year, more than 12 years later GTA 5 launched to critical success. But why is everyone so excited about Rockstar’s first game in almost seven years?
When asked the same question in an interview with podcaster Lex Fridman, Houser, who has written for almost every RGT game and Red Dead Redemption 2said that’s “because they don’t come out regularly, and I think we’ve done a really good job of constantly innovating within the IP framework.”
“The matches were always different,” he said. “People have very strong feelings: ‘I like this one. I didn’t like that one as much,’ because they’re quite different. So you would have… There would be simultaneously where you would know what’s going to happen.”
Look on it
He continued: “It’s a Grand Theft Autoyou know, it’s going to be a game about being a criminal, but the way it’s going to be a game is going to change a lot. So I think the way the IP has continued to evolve has made people really excited to play it. And we were also good at marketing them. We really tried to market them in a way that felt like an update to classic movie marketing, where you were really…”
“It felt like you were already into the product just because you saw the trailers and stuff.”
In the same interview, Houser explained why the RGT the series was mainly set in the United States and did not return to London after a brief appearance in the Grand Theft Auto expansion pack London 1969.
He explained that Rockstar “always decided that there was so much inherent Americana in [franchise]it would be really difficult to make it work in London or anywhere else,” and that “you needed weapons, you needed these larger-than-life characters.”
“I just felt like the game was so America-centric, maybe from an outsider’s perspective. […] it wouldn’t really have worked the same way elsewhere,” Houser added.
GTA6 is scheduled to release on May 26, 2026 for PlayStation 5, Xbox Series X, and Xbox Series S. The game will not be available on PC at launch.
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