Take-Two CEO Strauss Zelnick has once again confirmed that GTA VI’s marketing campaign will ramp up this summer, repeating what was hinted at during recent financial reports.

Zelnick explained that Take-Two doesn’t spend heavily on marketing until the release is close, and he made it clear Rockstar’s approach will be very different from typical advertising.

"We don’t spend money on marketing until we get close enough to release.
It’s not easy. We want the product to truly be accepted and to ‘belong’ to our consumers, so the marketing has to be delicate. It has to feel authentic. We’re not selling hamburgers. We’re selling a unique form of art."

Strauss Zelnick

Zelnick also promised fans will be impressed:

"We think you’ll be quite amazed by the creativity that Rockstar’s marketing team will show consumers in the coming months."

Strauss Zelnick

GTA VI Could Push Players to Buy Consoles

In another statement, Zelnick suggested GTA VI will drive a major wave of hardware sales. He believes many players on older consoles will upgrade, and even some PC gamers could buy a console just to play GTA VI at launch.

Since the game is expected to release on consoles first, with PC likely arriving later, Take-Two clearly sees GTA VI as a major system seller across the entire industry.