Take-Two Interactive CEO Strauss Zelnick recently dropped major hints about the next phase for Grand Theft Auto (GTA) VI. During the inaugural iicon event in Las Vegas, Zelnick confirmed that the promotional campaign will officially kick off soon. Consequently, fans will not have to wait much longer for new footage.
Organized by the Entertainment Software Association, iicon has essentially replaced E3 as the premier meeting ground for industry titans. Against this backdrop, Zelnick shed light on what fans can expect in the coming months.
The Upcoming Marketing Push
Variety interviewer Jenny Maas pressed Zelnick for details on the game’s marketing rollout. He noted that the company will spin up marketing “soon”. Therefore, this push could ignite as early as this summer. It might even coincide with Take-Two’s delayed earnings call on May 21.
Meanwhile, Rockstar has noticeably increased its fan interactions on social media platforms. Usually, this renewed activity signals that a developer is preparing for pre-orders and new announcements. As a result, anticipation for a third trailer continues to reach a fever pitch ahead of the Summer Game Fest showcases.
Furthermore, Zelnick expressed total confidence that the team will avoid further delays. As previously covered, he effectively locked in the GTA VI release date for November 19, 2026, joking that many people will be calling in sick that day.
Addressing GTA VI Price Rumors & Development Goals
Internet chatter recently suggested a massive $100 price tag for the standard version of the game. However, Zelnick addressed these rumors during his iicon talk. He emphasized a fair approach to pricing. Specifically, he explained that consumers pay for value, and their job is to “charge way way way less of the value delivery”. This heavily suggests the title will maintain the modern $70 standard.
Additionally, Zelnick shared his philosophy regarding the game’s production pressure. He stated that the studio’s goal is to make “the most spectacular piece of entertainment on Earth, in history”. Ultimately, Take-Two aims to become the number one entertainment company on earth.
L.A. Noire & Industry Innovations
Beyond Vice City, Zelnick surprised attendees with an unexpected update. When asked if the company plans to do more with the 1940s detective franchise L.A. Noire, he simply answered:
Yes.
However, he quickly clarified that there are no official announcements at this time.
Finally, the iicon event showcased broader industry trends shaping the future of gaming. Electronic Arts CEO Andrew Wilson took the stage to discuss utilizing artificial intelligence for quality assurance. Similarly, the industry is pushing toward new hardware and accessibility. Notably, this includes Valve’s recently unveiled Steam Controller and Steam Frame ecosystem, which aims to make living room PC gaming much more seamless.
