No complimentary hamburgers come with GTA 6. You heard that right.

After a couple of delays, GTA 6 is still aimed for a release on November 19, which is sure to please Take-Two shareholders. If you’re feeling anxious and need assurance that Rockstar is serious about this date, look no further.

In a recent interview with CNBC, Take-Two CEO Strauss Zelnick notes that the company’s confidence in the release date is evident due to their heavy investment in marketing leading up to it.

“We have marketing beats coming this summer, and we don’t spend money on marketing until we’re pretty close to the launch,” said Zelnick. This means they’ll not only be releasing a flashy trailer later in 2023 but also employing a range of advertising methods, from bus ads to billboards, creating a constant presence in the lead-up to launch.

“There’s a difference between awareness and energy. We need to create energy,” Zelnick explained. “Our consumers want to know this game is going to be fantastic, and they want to see what the visuals look like.”

In addition to engaging marketing techniques, the CEO compared the marketing strategies to a high-quality art form rather than a simple product like hamburgers.