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

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

Rockstar Games’ silence on Grand Theft Auto 6 has left players worried it could 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 report from Game File, Take-Two Interactive CEO Strauss Zelnick provided an update on GTA6‘s expected release schedule, indicating it’s coming “soon.” That said, he refused to give a specific date.

This comes after Zelnick previously said marketing would begin around summer. The CEO also expressed confidence that Rockstar Games would have no more delays in the pipeline, saying, “We don’t spend money on marketing until we’re close to release.”

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Summer is just around the corner, so fans can safely predict that a new trailer or major update from Rockstar will arrive at the end of May to kick off the marketing wave for arguably the most anticipated game of all time so far.

(Image credit: Rockstar Games)

If marketing begins without the dreaded delay message, perhaps it is enough to suggest that GTA6 will indeed launch on November 19, 2026, given Zelnick’s statement insinuating that launch dates are set once the main marketing campaign begins.

In that case, all that’s left to do is wait and see if Rockstar is confident enough to stick with its current November date, and with Take-Two’s next earnings call scheduled for May 21, updates are certainly imminent. In particular, the call for results takes place in the same period GTA6 was originally scheduled to launch on May 26, so it wouldn’t be a huge surprise to see Rockstar use that time as a marketing start.

More importantly, the coming months should be exciting for gamers, with Summer Game Fest in June, with several new game announcements and maybe something new. GTA6.

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