Take-Two CEO Explains Why Grand Theft Auto 6 Still Needs Marketing Despite Massive Awareness

Grand Theft Auto 6 marketing is rolling out ahead of the game's November launch. Some might question the necessity of advertising for one of the most anticipated games of all time. However, Take-Two Interactive CEO Strauss Zelnick says the strategy is not just about building awareness, but about building hype.

When the GTA 6: An Extended Look showcase arrived on Netflix last month, it accumulated 31.1 million views on that platform alone in its first four days. The video also gained 27 million views on YouTube. While a massive amount of viewers were likely already aware of the game, Zelnick addressed investor concerns regarding the spending during a chat at GameBeat's Insider event.

Investors have previously asked why Take-Two spends money on marketing when everyone has already heard of Grand Theft Auto 6. Zelnick explains that in launching broad-based entertainment properties, companies do not have a choice and must create enthusiasm. He noted that awareness is one thing, while enthusiasm is another.

Reflecting on his time in the movie business, Zelnick stated that if a product is not good, heavy marketing will not save it. Furthermore, bad marketing can turn people off, while great marketing creates more excitement. The goal for upcoming launches and other titles is to take awareness and turn it into excitement, while also turning a lack of awareness into awareness.