GTA 6 has reached its first anniversary since the release of a new trailer. It was in May 2025 that Rockstar ignited online excitement with the release of GTA 6 Trailer 2. This followed over a year after the debut of Trailer 1. The wait for Trailer 3 continues, with fans finding the delay challenging. However, the question arises: does GTA 6 need Trailer 3 to guarantee success? As the most anticipated entertainment release of all time, is GTA 6 in a unique position to skip showing gameplay footage before its launch?
This query was posed to Take-Two boss Strauss Zelnick ahead of the company’s fiscal year 2026 financial report. While Zelnick kept his cards close to his chest, he did offer some general insights. He spoke about the need for all entertainment properties to engage consumers before launch, regardless of their size. He used Mission: Impossible and Tom Cruise to illustrate his point.
“Well, I mean, Rockstar is going to talk about all things GTA in the fullness of time,” Zelnick began. “So I can speak conceptually only about the marketing of entertainment properties. And I do think no matter how big a franchise is, the consumers need to engage with that prior to release. And I think the motion picture business reflects that as well.
“So if you put out a sequel to Mission: Impossible, trust me, the studio is still going to spend a whole lot of money marketing that title, even though we kind of know what we’re going to get and we know we’re going to see Tom Cruise, and we’re thrilled that we will. Marketing is still an important part of any entertainment release.”
Take-Two has announced that Rockstar Games will commence GTA 6 marketing this summer. The company has also confirmed the game’s November release date, easing any concerns about delays. Take-Two anticipates revenue of £8-8.2 billion during the 2027 fiscal year, marking a 20% increase from the previous year. This surge is primarily attributed to the launch of GTA 6. Take-Two generated £6.72 billion during the 2026 financial year, indicating that GTA 6 could contribute up to £1.5 billion to the company’s revenue.
Earlier this month, Business Insider reported that Take-Two has already invested between £1-1.5 billion in GTA 6. The game is also expected to set a new record as the biggest entertainment launch of all time, surpassing previous records for video game sales and revenue.
GTA 6 is scheduled for release on PlayStation 5 and Xbox Series X and S on 19 November 2026.
