GTA Is Like Barbie, Take-Two Boss Says
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Strauss Zelnick stresses a well-known franchise like GTA still needs marketing: "You always have to go out and create enthusiasm"
Some may argue Grand Theft Auto 6 does not require a marketing campaign, but Take-Two Interactive president Strauss Zelnick emphasised that established brands need to maintain awareness.
Strauss Zelnick believes that despite its brand recognition, GTA 6 still needs a marketing campaign. It has two main goals. The article "Even GTA 6 Needs Advertising. Take-Two CEO Explains Marketing Strategy and Cites Barbie" was published by GRYOnline.pl on September 18, 2026.
Take-Two head compares GTA VI to Barbie doll
Take-Two Interactive CEO Strauss Zelnick was interviewed game beat Explains why Rockstar Games’ highly anticipated open-world crime thriller GTA VI needs an expensive advertising campaign. Image source: Rockstar Games According to Zelnick, consumer awareness of a product does not equate to the hype surrounding it: “You have no choice. You need to take to the […]
Even being one of the most awaited games of all time, Grand Theft Auto 6 will have a lot of publicity. Strauss Zelnick, the leader of Take-Two, said it's not because the game is incredibly famous that the company will stop investing hard in marketing. Read more
For Strauss Zelnick it is not enough that it is already famous all over the world: Grand Theft Auto 6 will also have to conquer the audience with an aggressive marketing campaign.
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