Take-Two CEO Strauss Zelnick says GTA VI needs to be ‘marketed aggressively’ despite global brand awareness
Take-Two Interactive CEO Strauss Zelnick stated that Grand Theft Auto VI will require aggressive marketing despite the franchise’s established global brand awareness. Speaking at the GamesBeat Insider event, Zelnick emphasized the distinction between consumer awareness and consumer enthusiasm, arguing that awareness alone is insufficient for driving engagement and sales.
Zelnick cited 2023’s Barbie movie as a comparable example of a well-known intellectual property that still received an extensive marketing campaign to generate enthusiasm and cultural momentum. He noted that while the Barbie brand had existed for decades and the film’s premise was widely understood before release, the studio behind the movie invested heavily in promotional efforts that proved integral to its success.
The CEO highlighted a key difference between video games and linear entertainment: games require active consumer participation, including installation and interaction, rather than passive consumption. This greater complexity necessitates marketing efforts that not only raise awareness but actively demonstrate the product’s value proposition and generate enthusiasm among potential players. The comments suggest Take-Two’s confidence in GTA VI’s market potential while underscoring the company’s recognition that even flagship franchises with massive consumer recognition require strategic promotional investment to maximize commercial performance.