There's A Good Reason GTA 6's Second Trailer Hasn't Been Revealed

Summary

Take-Two plans to market GTA 6 closer to release to maintain anticipation and excitement.
CEO Zelnick believes GTA 6 will boost console sales when it launches later this year.
Expect the game to be released in fall 2025 on PS5 and Xbox Series X|S.

It’s been over a year and three months since Rockstar Games released the first – and only – trailer for Grand Theft Auto 6 (GTA 6), and then the game fell of the face of the earth.

Even without a screenshot to follow up, hype for the game remains high, which is expected given that it is a Grand Theft Auto game. As it turns out, not seeing a second trailer for GTA 6 is part of parent company Take-Two Interactive’s marketing plan.

Take-Two CEO Not Worried About Falling PS5, Xbox Series Sales, GTA 6 To Help Uptick In Console Sales

Take-Two boss Strauss Zelnick thinks GTA 6 will be able to drive lagging console sales when it’s released later this year.

Tale-Two Interactive has not released a new GTA 6 trailer simply because it knows it doesn’t have to. The game’s hype and brand recognition that the publisher knows all this waiting? It’s just building up the hype more.

In an interview with the Wall Street Journal hosted on Bloomberg TV (via RockstarIntel), Take-Two Interactive CEO Strauss Zelinick mentioned how the anticipation for GTA 6 is maybe the “greatest anticipation” he has ever seen for any entertainment property. The company wants to maintain the excitement and anticipation, and while their competitors might describe or out their release schedule for years in advance, the studio doesn’t think that’s the best course of action for them.

Zelnick notes, “We want to maintain the anticipation and the excitement. And we do have competitors who will describe their release schedule for years in advance. And we found that the better thing to do is to provide marketing materials relatively close to the release window in order to create that excitement on the one hand and balance the excitement with unmet anticipation. We don’t always get it exactly right, but that’s what we trying to do.”

Well, there you have it. It looks like Take-Two will ramp up marketing (meaning trailers and other promos) as we get closer to the game’s release window, which is scheduled for fall 2025.

Analyst Says There Is “Hope” GTA 6 Will Cost As Much As $100

One analyst believes GTA 6 could start the trend of base games being sold for $100 each.

Zelnick can be cagey about the game’s release date because, well, they can. Grand Theft Auto 6’s orbit is so big that it’s been said that other game makers are in a holding pattern for their games to avoid getting swallowed by the GTA 6 blackhole, and I can’t blame them.

While we can expect annual franchises like Call of Duty, sports games and the like to stick to their release schedules, big-budget single-player games? Not so much, as a lot of people have limited budget to spend on games, and chances are, they’ll spend it on GTA 6 since you just know it’ll be the biggest game on social media once it’s out, and that’s one hype train that’ll be hard to avoid and resist.

The big question is: will GTA 6 actually make its targeted 2025 release date? Take-Two is sticking to it for now, but a lot of people (including yours truly) wouldn’t be surprised to see it slide to 2026.

Grand Theft Auto 6 is said to be targeting a fall 2025 release on PS5 and Xbox Series X|S.