Take-Two CEO Keeps GTA 6 Release Date a Secret to Build Anticipation and Excitement

Take-Two Interactive CEO, Strauss Zelnick, has shed light on the reason behind the secrecy surrounding the release date of Rockstar’s highly anticipated game, Grand Theft Auto 6.

In a conversation with Bloomberg, Zelnick acknowledged the unprecedented level of excitement surrounding GTA 6, stating it’s the most anticipated entertainment property he has ever seen. While some companies disclose their plans years ahead, Zelnick explained that they prefer to keep fans in suspense to maintain the hype and anticipation.

Zelnick, a seasoned figure in the entertainment industry, emphasized the significance of balancing excitement with unmet anticipation by unveiling marketing materials closer to the release date. This strategy aims to generate buzz and keep fans eagerly awaiting the game’s launch.

Although Take-Two has stuck to a vague “fall” release window for GTA 6 since its announcement last May, rumors of a potential delay persist. However, one date on the 2025 calendar seems off-limits: the week around September 23rd, as it has been earmarked by Take-Two for the launch of Borderlands 4.