Grand Theft Auto VI Marketing Campaign Set to Begin This Summer

During its latest quarterly earnings report, Take-Two Interactive shared new updates regarding its upcoming releases — including fresh comments about the launch of GTA VI.

CEO Strauss Zelnick confirmed in follow-up interviews that the company does not plan to delay the game again, nor does it intend to abandon physical editions at launch.

No Further Delays Expected

Over the past year, Take-Two’s messaging around GTA VI’s release window has shifted several times — from 2025, to May 2026, and now to November 2026.

However, Zelnick indicated that the company is confident in its current schedule. Notably, Take-Two is already preparing to launch the game’s marketing campaign in summer 2026, which strongly suggests internal confidence in the November release date.

At present, GTA VI is set to launch on November 19 for PlayStation 5 and Xbox Series consoles. A PC version is expected to follow later.

No Generative AI in GTA VI’s Development

Zelnick also addressed the growing discussion around artificial intelligence in game development.

While Take-Two has implemented AI tools internally to improve efficiency, he emphasized that generative AI was not used in the creative development of GTA VI.

According to Zelnick, Rockstar’s worlds are handcrafted:

  • Built piece by piece
  • Designed manually from streets to neighborhoods
  • Created without procedural generation

He stated that tools alone cannot produce great entertainment products, reinforcing the idea that GTA VI’s world remains a fully human-driven creative effort.

Physical Copies Confirmed

Rumors had circulated suggesting GTA VI might skip physical editions at launch in order to prevent early leaks — an issue that has affected other major releases in the past.

Zelnick dismissed those concerns. Physical copies will be available at launch.

What About the Price?

Speculation has also surfaced that GTA VI could be priced as high as $100.

Take-Two did not confirm any pricing details. However, Zelnick reiterated that the company focuses on delivering value rather than simply maximizing revenue.

“We are in the entertainment business, not the revenue-chasing business. Revenue is the result of delivering great entertainment,” he stated.

Analysis: A Carefully Controlled Rollout

If marketing truly begins this summer, it signals that GTA VI has likely entered its final production phase.

Several key takeaways stand out:

  • Take-Two appears confident in the November release window.
  • Rockstar is positioning GTA VI as a fully handcrafted experience amid rising AI concerns.
  • Physical distribution remains strategically important.
  • Pricing will likely push boundaries — but cautiously.

With summer marketing around the corner, expectations are about to escalate dramatically. If history is any guide, GTA VI’s campaign could dominate gaming headlines for the rest of 2026.

Tags