Take-Two Interactive announced that the highly anticipated Grand Theft Auto VI (GTA 6) will announce the release date relatively soon to the launch date. This decision supports the goal of keeping the expectation alive under the company’s marketing strategy.

Speaking in Bloomberg TV’s Wall Street Week program, Take-Two CEO Strauss Zelnick answered the questions about Rockstar Games’ secrets of secrets on GTA 6, and made important statements about marketing strategies. According to Zelnick, Take-Two avoids announcement of the dates of release early in order to create the most appropriate excitement for his games and prefers to make a statement in the approaching period: “The interest in GTA 6 may be the biggest expectation I have seen for an entertainment product.

Zelnick said that although some competitors explained the release dates years ago, Keep-Two’s aim is to keep the excitement alive: “The best way is to establish a correct balance between expectation and expected experience by presenting marketing materials in a period close to the launch.”

Take-Two CEO clarified why Rockstar Games spread the development process of GTA 6 over more than ten years. The company adopts a strategy that allows organic growth of big game series: “Rockstar Games always aims at perfection in its games. However, this standard is at a very high level. Therefore, it takes time to create such a game.”

Following the great success of GTA 5, Rockstar Games has increased expectations for GTA 6 further. Zelnick stressed that the information about the release date of the game will only become official when the launch approaches.

Achievements and new steps of the GTA series

GTA 5’s huge success and long -lasting popularity increases the expectations over GTA 6. With this new game, Rockstar Games aims to bring both an innovative vision and higher quality standards. However, players seem to have to wait for a while for information about the release date of the new game.