Strauss Zelnick admits nervousness over GTA 6 launch
Updated
Updated · Variety · May 1
Strauss Zelnick admits nervousness over GTA 6 launch
12 articles · Updated · Variety · May 1
Speaking at a Las Vegas conference, the Take-Two chief said the pressure is magnified ahead of Rockstar Games' first new Grand Theft Auto since 2013, due in November.
He said pricing details should come soon, stressed consumer value, and said GTA avoids brand partnerships to protect its fictional world, while NBA titles can include natural advertising.
Zelnick also defended Take-Two's investment in original properties and said Zynga, bought for $12.7bn in 2022, has rebounded despite earlier setbacks and rising competition from prediction markets.
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Grand Theft Auto VI's release has been delayed twice, now set for November 19, 2026, causing fan frustration and damaging CEO Strauss Zelnick's credibility. The immense success of GTA V sets high expectations, while the troubled launch of Cyberpunk 2077 fuels fears of reputational risk. To manage this pressure, Take-Two provides Rockstar with unlimited resources and encourages creative freedom, resulting in a development cost exceeding $2 billion. Analysts predict over $2 billion in first-year sales. Zelnick addresses pricing concerns by targeting a fair $70-$80 base price and rejecting intrusive monetization. GTA 6 is expected to be a major cultural event, setting new industry standards and establishing a strong financial foundation for Take-Two's future growth.