A recent discussion between Take-Two Interactive's chairman and CEO, Strauss Zelnick, and Bloomberg delved into the business aspects of video gaming. Among the key topics was Rockstar Games' promotional strategy for the upcoming Grand Theft Auto 6. Zelnick highlighted that the company plans to release a second trailer closer to the game’s anticipated fall 2025 launch date rather than much earlier.

This deliberate timing aligns with Rockstar's historical approach to marketing its blockbuster titles. Both Grand Theft Auto 5 and Red Dead Redemption 2 saw their first trailers released long before their second ones appeared—over a year apart in each case. As these games neared their respective launches, their marketing campaigns intensified but never overwhelmed audiences with excessive advertisements. This method not only preserves excitement but also fosters anticipation among fans who actively engage in speculation and theories about upcoming releases.

Such engagement generates organic buzz around Rockstar's products, reducing the need for extensive commercial campaigns. For instance, a fan theory in late 2024 speculated that the phase of the moon in a GTA Online screenshot hinted at the timing of the next GTA 6 trailer. While unfounded, this kind of activity adds an intriguing layer to the game's promotion. Zelnick noted that the level of anticipation for GTA 6 is unprecedented in his extensive experience across various entertainment sectors, emphasizing Rockstar's commitment to sustaining this excitement until the game's unveiling.