The most pressing question in gaming right now is: When will Grand Theft Auto VI release? Take-Two Interactive CEO Strauss Zelnick has shed some light on the topic, confirming a Fall 2025 launch window while discussing the company’s evolving marketing strategy.

In a recent interview, Zelnick was asked about the secrecy surrounding GTA 6’s release date, especially compared to competitors that announce their schedules years in advance. He responded, “The anticipation for this title may be the greatest I’ve ever seen for an entertainment property. And I’ve been around the block a few times.”

He explained that Take-Two deliberately keeps its marketing timeline short to balance excitement with unmet anticipation. Rather than revealing details far in advance, the company prefers to release promotional materials closer to launch to maximize impact.

This means GTA 6’s marketing campaign will likely begin just a few months before release, breaking from Take-Two’s past strategies. The next major reveal—possibly a second trailer—could drop anytime, whether in April, May, or even just weeks before launch.

With past marketing schedules no longer a reliable guide, fans remain in suspense, waiting for the next glimpse of what is poised to be the biggest game of the decade.