Take-Two CEO Strauss Zelnick says awareness and participation for GTA 6 are "very strong indeed," with the game launching in 10 days. He said so in an interview with GamesBeat published on November 9, 2026, the same day Take-Two reported earnings.
Marketing is on schedule
Zelnick told GamesBeat that "marketing is rolling out as planned." He described a worldwide campaign with plenty of outdoor advertising and heavy audiovisual marketing on social media and television. He credited Rockstar with doing "a great job on the marketing."
The Miami Vice City event
GamesBeat pointed to a Miami marketing event that could make the biggest splash online. The Miami Heat play the Milwaukee Bucks on November 18, and the event is set up as Vice City. Asked about it, Zelnick said, "Minimally, the most fun. There's nothing like taking over an entire city."
Take-Two's numbers
Take-Two's stock was up 5% in after-hours trading, at $213.70 a share, with the company valued at $38.8 billion, according to GamesBeat. The company missed quarterly bookings estimates because NBA 2K27 sold below expectations at its September launch. Zelnick said Take-Two has 15 major franchises that have each sold at least five million units in a single release, and that the company has 13,000 employees worldwide.
What it means for players
Zelnick argued that a big hit helps the whole industry, not only the publisher. He said the business should benefit after release, and that the GTA VI launch "undoubtedly has sold consoles," which should grow the install base for every publisher.
The main gap is platform timing. Asked about a PC version, online mode and user-generated content, Zelnick said those questions are "always addressed in the fullness of time by our labels," so no dates were given.