Strauss Zelnick: GTA VI Marketing to Start "Soon", Suggests Nov 19th is Locked-In For Release

Take-Two CEO Strauss Zelnick discussed GTA VI in a recent interview and it sounds like positive news for fans.

Speaking at the iicon gaming event in Las Vegas, and written up by IGN, Strauss Zelnick, CEO of Take-Two was asked about Grand Theft Auto VI and explained that the game's marketing would begin "soon".

When asked about the potential price point for the game, he declined to comment, but did explain that "Consumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery. How you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got."

In other words, as long as the game justifies the price, people will pay for it.

Zelnick also suggested that relative to inflation, games have technically gotten cheaper over the years as they've stayed at around $60-70 for a decade while everything else has gone up.

"If you look at it through that lens, that doesn’t make a whole lot of sense. But that isn’t the lens through which we look. Instead, we look at… how do we deliver something amazing, and how do we make sure that what people pay for it feels very reasonable."

The Take-Two CEO also admitted he's "terrified" of the question of how to measure the success of GTA 6, but said the team is more focused on delivering a fantastic experience than worrying about how it performs financially.

"What we think about is making the most spectacular piece of entertainment on Earth, in history – and it’s a pretty daunting challenge. If we do that, and if we’re of service to our customers, then the upside will take care of itself."

Later, Zelnick also hinted that the scheduled November 19th release date is locked in, saying he thinks "a lot of people will be calling in sick on November 19."

Stay tuned for the latest GTA VI news as we approach a year since Rockstar's last update on the game. I think we can definitely expect something before the end of May...