Strauss Zelnick emphasizes that even established franchises such as Grand Theft Auto require marketing efforts: "You always have to go out and create enthusiasm"

While some believe that a marketing effort for Grand Theft Auto 6 may not be essential, Strauss Zelnick, president of Take-Two Interactive, highlights the importance of maintaining visibility for established brands. "In launching wide-reaching entertainment properties, you must generate excitement," he remarked to GamesBeat.

Zelnick differentiated between mere awareness and genuine enthusiasm, stating that showcasing the unique features of the game is crucial. "Unlike linear entertainment, which is passive, video games require interaction and installation. It's not just about liking what you see," he explained.

The effectiveness of word of mouth was also stressed by Zelnick, who noted, "You can't influence public opinion into believing something poor is commendable. Authenticity is key to maintaining credibility with the audience."

Grand Theft Auto 6. Lucia Caminos and Jason Duval stand with their backs to the viewer, looking towards a fiery scene with a burning car and debris. Lucia, on the left, with dark hair pulled back in a ponytail, wears a black tank top and denim shorts, carrying a red suitcase and an assault rifle. Jason, on the right, wearing a light-colored t-shirt and camouflage pants, carries a duffel bag and a handgun. The background appears to be a dimly lit, industrial or post-apocalyptic setting with smoke and sparks rising from the fire. — Image credit: Rockstar Games

He drew parallels between the marketing approach for GTA 6 and the promotional strategy for the Barbie movie. Despite the Barbie brand being internationally recognized, an intensive advertising campaign was executed, ensuring extensive visibility and success.

Additionally, Zelnick mentioned to GamesIndustry.biz that Take-Two and Rockstar are implementing a "very significant broad-based marketing campaign" tailored to current audience engagement patterns.

So far, this extensive effort has included initiatives like a soundtrack album, a Dazed magazine cover story, and a 27-minute exclusive preview on Netflix that accumulated 31.1 million views in just four days.

Zelnick praised Rockstar's innovative approach, noting, "They managed to create a captivating tutorial-like experience within the marketing content, making it informative and entertaining concurrently."

Ultimately, the objective is to convert general awareness into palpable excitement and transform unawareness into recognition, ensuring that the game's launch maximizes its potential impact.