'We're Not Selling Hamburgers' — Take-Two Boss Says GTA 6 Marketing Has to Be 'Delicate' and Feel 'Real'

The brag of Take-Two has discussed Rockstar’s attack to selling Grand Theft Auto 6, saying it needs to beryllium “delicate.”

This week, arsenic portion of its latest fiscal results, Take-Two said selling for what volition surely beryllium the biggest amusement motorboat of each clip kicks disconnected this summertime up of GTA 6’s confirmed November 19, 2026 merchandise date.

It’s a connection of intent that Take-Two CEO Strauss Zelnick doubled down connected successful an interrogation with CNBC’s Jim Cramer. When asked however helium knows GTA 6 volition deed November, Zelnick said improvement advancement is tracked each day, and pointed to the selling milestone.

“We besides announced that we person selling beats coming this summer, and we don’t walk wealth connected selling until we’re beauteous adjacent to release,” helium explained.

So, what tin we expect from the selling itself? Zelnick didn’t accidental exactly, but it sounds similar it’ll beryllium thing unusual, astatine slightest from a video crippled selling perspective. In the interview, Zelnick described the effort arsenic a “challenge.”

“It is simply a challenge, due to the fact that we privation the merchandise to beryllium authentically owned by our consumers,” helium said. “And truthful the selling has to beryllium delicate. It has to consciousness like, you know, this is real. We’re not selling hamburgers. We’re selling this unsocial creation form.”

What this means is anyone’s conjecture astatine this point. Perhaps a societal media-fueled ARG of immoderate description? Real satellite GTA events of immoderate benignant that get fans involved? Given the tremendous involvement successful each things GTA, nothing’s disconnected the array here. All fans truly privation is GTA 6 Trailer 3, of course. That would do.

One happening Zelnick has been wide connected is denying rumors that GTA 6 volition beryllium a digital-only merchandise upon its archetypal launch. He told Variety determination are nary plans to bash so, aft reports suggested GTA 6 could hold its carnal motorboat to 2027 to debar leaks.

GTA 6 has of people already suffered from aggregate leaks, some of improvement footage and of its archetypal trailer, alongside a fig of AI-generated fake leaks. Developer Rockstar North has besides had to contend with a boiler country incidental that sparked the request for galore occurrence crews past month. Also past month, an employment tribunal rejected an exertion for interim alleviation filed connected behalf of the fired GTA 6 developers astatine Rockstar Games.

Photo by CHRIS DELMAS/AFP via Getty Images.

Wesley is Director, News astatine IGN. Find him connected Twitter astatine @wyp100. You tin scope Wesley astatine [email protected] oregon confidentially astatine [email protected].