GTA 6 Trailer 2 is purposefully being left as late as possible admits Take-Two

It’s no accident that the second trailer for GTA 6 is taking so long, as Rockstar owner Take-Two admits they’re trying to ‘maintain the anticipation and excitement.’

Although every publisher does things differently, the decision of when to announce a new game, and how much to show of it before it’s released, tends to change over time and it’s currently fashionable to only reveal detailed information at the last minute.

The prevailing logic amongst most companies is that a game should be announced anything up to a year or more before it’s due to launch, but after that most publishers choose to go dark, with little additional information until much closer to release.

That’s certainly what’s happened with GTA 6, which had its first trailer in December 2023 and hasn’t revealed a single new piece of information since. And according to Rockstar Games owner Take-Two that’s all according to plan.

Although Rockstar has remained mum for more than a year now, Take-Two boss Strauss Zelnick has occasionally commented on the situation, primarily to assure investors that the lack of announcements is not an indication that the game will be delayed – even though many consider that to still be a possibility.

In a new interview with Bloomberg, Zelnick claims that GTA 6 has ‘the greatest anticipation ever seen for an entertainment property.’

He acknowledged that other publishers probably would have released a second trailer by now but explains that he wants to ‘maintain the anticipation and excitement’ around GTA 6.

‘We do have competitors who will describe their release schedule for years in advance and we found that the better thing to do is to provide marketing materials relatively close to the release window in order to create that excitement on the one hand and balance the excitement with unmet anticipation,’ he said.

He also seemed to acknowledge that perhaps he’s gone a bit too far with GTA 6 Trailer 2, admitting, ‘I don’t always get it exactly right, but that’s what we’re trying to do.’

Although Take-Two insists that GTA 6 has not been delayed it has admitted the possibility exists, with a former Rockstar developer suggesting that sort of decision is not taken until as late as possible.

If nothing else, other publishers seem to think GTA 6 will be out this autumn, with reports that major games could be delayed into next year simply to get out of the way of it – once its release date is announced.

It’s theorised that the reason the Nintendo Switch 2 has a rumoured release date of June, which is very unusual for a new console, is because Nintendo doesn’t want to share the limelight with GTA 6.

However, Sony has suggested that the whole games industry will benefit from the release of GTA 6, with the game likely to increase interest in gaming in general and not only Rockstar’s game.

Fans are getting increasingly frustrated at the lack of news but it’s hard to imagine that won’t be instantly forgotten, as soon as the next trailer is released and a release date is announced.

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