Strauss Zelnick stresses a well-known franchise like GTA still needs marketing: “You always have to go out and create enthusiasm”
Take-Two Interactive president Strauss Zelnick has emphasized that even well-established franchises like Grand Theft Auto 6 require substantial marketing campaigns to succeed in the market.
Zelnick highlighted the critical distinction between brand awareness and consumer enthusiasm, stating that companies must actively work to “create enthusiasm” when launching major entertainment properties. While some might assume a franchise as renowned as GTA doesn’t need marketing support, Zelnick argued that such campaigns are essential for broad-based entertainment releases.
A key aspect of his commentary addresses fundamental differences between interactive and linear entertainment. Traditional media passively presents content to audiences without requiring active engagement or installation, whereas gaming demands that players actively choose to download and install the software. This structural difference necessitates more robust marketing efforts to convince consumers to take that additional step.
Zelnick stressed the importance of demonstrating to potential players what the gaming experience will actually offer, rather than relying solely on franchise reputation. He explained that gaming’s interactive nature requires audiences to make a deliberate choice and investment, unlike passive entertainment. This approach reflects Take-Two’s strategy for maximizing GTA 6’s commercial potential by ensuring effective communication of the game’s value proposition to both existing and new audiences.