Take-Two CEO Strauss Zelnick has made it clear that even with a global brand as iconic as Grand Theft Auto, marketing efforts won’t rest on autopilot. In a recent interview at the GamesBeat Insider event, Zelnick emphasized the importance of “marketing aggressively” for GTA VI, despite its widespread recognition.
Zelnick’s words are music to the ears of VR enthusiasts who’ve been eagerly awaiting the next installment in the beloved series. With Rockstar Games’ history of pushing the boundaries of immersive gaming experiences, it’s no secret that they’ll spare no expense when it comes to making a lasting impression on players. In fact, Zelnick himself cited the Barbie movie as an example of how even a well-known brand requires a robust marketing campaign to generate real enthusiasm.
The CEO noted that awareness and enthusiasm are two distinct things – while GTA VI may have a global following, it’s not enough to simply assume people will be excited about the game. “You always have to go out and create enthusiasm,” Zelnick said, highlighting the importance of showing players what they can expect from the experience. In an era where games are no longer just a passive spectator sport, but an immersive, interactive experience that requires investment and commitment, it’s clear that Rockstar is taking this approach seriously.
This emphasis on marketing and engagement comes at a time when Rockstar Games is facing challenges in the UK, with the company currently embroiled in a union busting tribunal. However, Zelnick made it clear that the company remains focused on its mission to create “the best entertainment on earth.” With GTA VI poised to be one of the most highly-anticipated releases in recent history, it’s reassuring to know that Rockstar is committed to delivering an experience that will live up to its reputation.
For VR fans, this news is particularly exciting. As immersive technologies continue to push the boundaries of what we can do in virtual worlds, Rockstar’s commitment to innovative marketing and engagement strategies is a promising sign for the future. If anyone knows how to craft an unforgettable gaming experience, it’s the team behind GTA VI – and with their sights set firmly on creating “the biggest and best hits,” it’s clear that they’re not resting on their laurels.
As we eagerly await the release of GTA VI, one thing is certain: Rockstar Games will stop at nothing to ensure that its latest creation makes a lasting impression on players. With marketing efforts in full swing, VR enthusiasts can expect an immersive experience that will take them by storm.
Source: Game Developer XR — 2026-09-17