It’s already been a year since GTA 6 revealed a new trailer. It was in May 2025 that Rockstar set the Internet on fire with the release of the GTA 6 trailer 2, which itself was released more than a year after the first. The wait for trailer 3 continues, and fans are undoubtedly having a hard time keeping it together. But does GTA 6 really need a trailer 3 to be successful? As the most anticipated entertainment franchise of all time, is GTA 6 in a unique position that allows it to get away with not showing any gameplay footage before launch?
That’s the question I asked Take-Two boss Strauss Zelnick ahead of the release of the company’s fiscal 2026 financial report. Although he remained evasive in his response, he spoke generally about the need for all entertainment properties, regardless of size, to generate consumer interest before launch. And he used Mission: Impossible and Tom Cruise to illustrate his point.
“Look, I mean, Rockstar will address every aspect of GTA when the time comes,” Zelnick began. “So I can only speak from a theoretical point of view about the marketing of entertainment properties. And I really think that no matter how big a franchise is, consumers need to be interested in it before it comes out. And I think the cinema sector also reflects this trend. HAS”
“So, if you release a sequel to Mission: Impossible, believe me, the studio is still going to spend a lot of money to market this title, even if we know more or less what to expect, we know we’re going to see Tom Cruise and we’re excited to see him. Marketing remains an essential part of any entertainment release. HAS”
Take-Two announced that Rockstar Games would launch GTA 6’s marketing campaign this summer (pre-orders are expected around the same time), and today the company confirmed the game’s November release date, allaying any concerns about a possible delay. Take-Two said it expects to record revenue of $8 billion to $8.2 billion in fiscal 2027, which would represent a 20% increase from the previous year, mainly due to the launch of GTA 6. Take-Two recorded a figure revenue of $6.72 billion in fiscal 2026; the GTA 6 effect could therefore reach 1.5 billion dollars.
Earlier this month, Business Insider reported that Take-Two has spent between $1 billion and $1.5 billion so far on GTA 6. The game is also expected to be the biggest entertainment launch of all time, breaking all records for video game sales and revenue. Rockstar has yet to announce the price of the game, and the industry is waiting to see if GTA 6 will exceed $70.
GTA 6 is scheduled for release on PlayStation 5 and Xbox Series X and S on November 19, 2026.
Erwan Lafleuriel is editor-in-chief of IGN France. He can be seen hanging out live on IGN France’s Twitch for various let’s plays, and as a reviewer for the manga/anime show Le Cri du Mochi, in partnership with Caroline Segarra.
