Unless Rockstar and Take-Two decide to ambush me in the middle of writing this very article, Grand Theft Auto 6, one of the most anticipated games of the decade, doesn’t have a confirmed release date yet. While it’s expected to launch in Fall 2025, details remain scarce.

Take-Two’s CEO, Strauss Zelnick, explains that maintaining fan excitement is key. “The anticipation for that title might be the greatest anticipation I’ve ever seen for an entertainment property,” he comments, referring to the meticulous approach to marketing close to release dates.

Zelnick adds, “We want to maintain the anticipation and the excitement. We found the better thing to do is to provide marketing materials relatively close to the release window in order to create that excitement—and balance the excitement with unmet anticipation.”

This strategy seems to be working, as fans remain eager for any scrap of information about GTA 6.

GTA 6 Image
(Image credit: Rockstar Games)