Brilliant Ad Strategy for ‘GTA VI’

By: D.C. Cutler, U.S.A.

Rockstar Games and Take-Two Interactive still haven’t announced a release date for their much anticipated “Grand Theft Auto VI.” I believe the game will be released by the end of this year, possibly before Christmas, but they haven’t released any new footage or a new trailer for the smash hit. And, in a clever way, it’s genius marketing.

“Grand Theft Auto VI” is making all the other game production studios nervous about when to release their games. It’s smart not to put out a release date for “GTA VI.” They know at Rockstar Games that they could wait a week before the release to drop an ad; the anticipation from fans of the “GTA” franchise is already at a summit.

I can’t remember a time when there was so much enthusiasm for a video game release. Maybe when “Halo 2” was released in 2004? If Rockstar Games and Take-Two Interactive want the launch to be swift and sudden, I don’t think they lose a single unit sell of “GTA VI.” I’m sure there will be fans camping out at Best Buy stores on the eve of its long-awaited release. The brand is iconic, and it doesn’t need much promotion to break sales records in a matter of hours. “GTA VI” could be the biggest selling video game in history, and I know the key people at Take-Two Interactive and Rockstar Games think that as well.

source: Rockstar Games

Big advertising opportunities are few and far between now to the end of summer. We just had the Final Four. If it’s a spring ’26 release, maybe an ad before the first NFL game of the 2025-26 season. The “GTA” franchise is so prevalent, I could see an ad in the theater before a Marvel film this summer.

It was recently announced that the biggest Nintendo Switch 2 games like “Mario Kart World” could cost $80 dollars. That means “GTA VI” could be priced at $100 dollars. And with all the buzz about how the sixth entry is “cinematic,” it could be priced even higher. “GTA VI” has been listed by a Swiss retailer for $112 dollars. With the demand so high, I expect the price point of the game to be expensive.

I wonder if “GTA VI” will last fifteen years plus before we get “GTA VII.”