Don’t worry, GTA 6 is still planned for November, marketing push will begin this summer

I know, I know, whenever you see a GTA headline at the moment, you’re expecting a new trailer, right? There is currently a huge swathe of the internet obsessed with the idea we’re going to get GTA 6 price and its third trailer any day now. And you know what? It seems, maybe, there’s some fire behind all that smoke. Overnight, Take-Two CEO Strauss Zelnick allayed fears that that Grand Theft Auto 6 may not launch in November after all, and reiterated that the game’s marketing push will begin this summer.

In an interview with Bloomberg, the CEO of the GTA developer’s parent company reaffirmed that the game is – definitely! – coming out on 19th November, 2026, and that we’re going to see more about the title in the coming months. Then, in an interview with Variety, he gave a bit more information as to when we’ll start to see the trickle of new information: “So the next few weeks I don’t think it’ll be summertime yet, but when it’s summertime, Rockstar expects to start marketing ‘GTA 6.'” That certainly sounds like GTA 6 won’t be at Summer Games Fest to me, but your mileage may vary.

There has also been plenty of chatter about the game’s anticipated price point over the past few weeks, wihch Zelnick is aware of. Sadly, he isn’t spilling the beans on exactly how much it will cost just yet. First up, he reiterates that everyone poring over Take-Two financial reports for news will be left disappointed (“We never make marketing announcements in our analyst calls. Never ever ever,” he told Variety). Following that, Zelnick expanded a little on how the projected reception of GTA 6 – at whatever price point it lands at – has affected how Take-Two reported its full-year guidance for the new fiscal year. Notably, the company places its valuation at somewhere between $8 billion and $8.2 billion, 20% up from the previous year. Take-Two is anticipating success, it seems.

“So, whenever we put together our guidance, obviously based on our expectations regarding our pipeline, release schedule and pricing, and sometimes our expect expectations can cannot be realized in the fullness of time, that could be because the title is delayed, or pricing changes, or unit sales, expectations change,” he told Variety. “But yes, of course, when we build our model, which is used to create guidance, it does have full assumptions in it. Even if we made assumptions, that doesn’t mean that they are set in stone.”

Back at Bloomberg, Zelnick was quizzed about the current (and quite dire) situation regarding console pricing: we’ve seen an unprecedented rise in both PlayStation 5 and Xbox Series consoles, nudging their current prices to over what it cost to buy them at launch. That’s “not great news”, Zelnick notes, but adds “there’s nothing going on in the market that gives me particular cause for concern” when it comes to shipping units of GTA 6.

Recently, we learned Take-Two is estimated to have spent between $1bn and $1.5bn on Rockstar’s upcoming game. Analysts project the game could cost as much as $100, and Zelnick himself called the game the “most spectacular piece of entertainment on Earth, in history”. To say the game is hyped is an understatement. Keep your eyes peeled for more news on the game in the coming months.