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GTA 6: Take-Two finally launches the official promo, the release becomes clearer



It’s a small revolution in the way of communicating at Rockstar. Take-Two Interactive CEO Strauss Zelnick surprised observers by confirming that Take-Two Interactive’s marketing campaigns GTA 6 will begin in the summer of 2026. An unusual speech which says a lot about the strategic importance of the game. “You know me quite well, but the simple fact that I say that we have marketing announcements planned for this summer represents a radical change”, confided Zelnick in an interview with The Game Business.

Historically, Rockstar is known for its extreme discretion. The first trailers for its games only appear late, and official information is released in dribs and drabs. This time, economic pressure and record expectations around GTA 6 seem to have convinced the publisher to change course.

An extremely anticipated release held until November 19, 2026

While delays are commonplace in the video game industry, Take-Two is maintaining its release schedule for GTA 6. The game is still expected for the November 19, 2026a date which had already been mentioned during previous quarterly results.

This clarification comes after two successive postponements, which is reminiscent of the case of Red Dead Redemption 2also developed by Rockstar, originally planned for 2017 but ultimately released in October 2018. “With the highly anticipated launch of Grand Theft Auto 6, we continue to anticipate record levels of net bookings,” Zelnick emphasized.

Rockstar facing the challenge of global communication

This marketing launch, announced as “creative” by Take-Two, will have to respond to a major challenge: managing communication around a game in which every detail is scrutinized. Since the release of the very first trailer in December 2023, the hype has never died down. The game was even the victim of a massive gameplay leak in pre-alpha, forcing Rockstar to review its internal security. Since then, the studio has been extra careful. “Rest assured, I think you will be very surprised by Rockstar’s creativity and what it has in store for consumers in the months to come,” Zelnick promised. Marketing for GTA 6 could combine cryptic content, online events, partnerships with influencers, or even cross-media campaigns on streaming platforms or TikTok.

A physical launch confirmed despite rumors

Insistent rumors reported the possible absence of a physical edition when the game was released, in particular to avoid leaks. Asked by VarietyZelnick was categorical: “This is not planned. » This clarification is essential, because it confirms that GTA 6 will be available in boxes from the day of its release. A decision that will satisfy collectors and those who wish to avoid lengthy downloads upon release.

Furthermore, this announcement suggests the possibility of special, collector or premium editions, pre-orders for which could be launched this summer, at the same time as the first advertising campaigns.