Grand Theft Auto 6 is easily one of the most exciting things happening in the video games industry this year, rivaled only by the imminent Nintendo Switch 2 launch. But while the GTA 6 price might have leaked recently, don’t expect news about the game’s mysterious release date to be announced anytime soon.
GTA 6 should launch this fall, according to Take-Two’s announcement from last May, and the company isn’t going to be more specific anytime soon. Since fall spans several months, there’s no telling when Take-Two will finally start selling GTA 6.
It’s a safe bet that the GTA 6 release will happen well ahead of Christmas, which would make the game one of the most coveted gifts during the holiday shopping season, but that’s just speculation. It turns out that a late GTA 6 release date reveal is all part of Take-Two’s strategy.
Take-Two CEO and Chairman Strauss Zelnick talked to Bloomberg about his company’s various gaming endeavors, and Grand Theft Auto 6 came up several times during the interview.
Zelnick explained what goes into making hits like GTA 6 and why there has been such a long gap between GTA 5 and the highly anticipated sequel. The exec said that Rockstar Games is aiming for perfection, and that sort of work takes time, especially when it comes to making a successor for a beloved game like GTA 5:
The reflection of that approach is in the success of Grand Theft Auto 5, which has actually excelled in three console generations, which is extraordinary. And today it’s still the standard bearer for the industry, even though it was launched so many years ago. And that’s kind of astonishing in a business where the technology is continuing to change at a pretty steep rate.
Of course, the success of GTA Online is another reason to delay the sequel to GTA 5. According to Zelnick, both GTA 5 and the online experience are still very popular with gamers.
The exec also said that Rockstar is testing GTA 6 with gamers just like movie studious would screen test upcoming releases. Zelnick also talked about marketing plans for the upcoming game, saying Take-Two will focus on social media, outdoor marketing, but also direct emails to gamers who might want to purchase the game as soon as it’s out.
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