Question · Q3 2026
Mike Hickey asked about the marketing strategy for GTA 6, questioning how much marketing is truly necessary given the massive pent-up demand and potential leverage from prior releases. He also inquired about Take-Two's perspective on affordability concerns within the video game space, considering rising console and software prices, and how the company plans to provide value to consumers.
Answer
CEO Strauss Zelnick stated that despite huge consumer anticipation for GTA 6, Take-Two will not 'sit back and relax,' promising astonishing creativity from Rockstar's marketing team. On affordability, Zelnick emphasized Take-Two's long-standing commitment to delivering more value than charged, noting that interactive entertainment is becoming more affordable on a real basis due to extensive engagement hours. He highlighted democratizing access, offering free mobile experiences, and providing deep value for console titles.
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