Take-Two Interactive’s CEO, Strauss Zelnick, has assured fans that there will be no product placement in Grand Theft Auto 6, citing a few motives for the decision. One reason some fans have questioned whether Grand Theft Auto 6 will include brand integrations is that other Take-Two Interactive titles, such as NBA 2K, already feature these types of advertisements.
Previously, Zelnick explained that Take-Two approaches product placements and partnerships on a case-by-case basis, meaning there is no pressure for integrating ads into its games. In an interview with The Game Business, he said the company may include advertisements where it makes sense and does not break immersion, using the NBA 2K franchise as an example. However, he also noted that these partnerships are generally “not a big economic contributor” and that he does not expect them to become a thing in Take-Two Interactive’s future games, especially in its biggest release to date, GTA 6.
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Partnerships Can Become a ‘Disaster,’ Says Take-Two CEO
Speaking at the iicon 2026 conference, Zelnick was once again asked to elaborate on GTA 6‘s potential in-game ads. He said, “We’re not even at risk of doing brand partnerships,” explaining that the entire Grand Theft Auto universe is built on satire and fictional locations and brands, and that introducing real-world products would ultimately hurt immersion. He also referenced an undisclosed TV show as an example of overdone product placement, using it to argue that pushing partnerships too far can turn into a disaster.
We’re not even at risk of doing brand partnerships.
Zelnick’s comments come amid growing expectations that in-game ads could soon increase on PC and consoles, even in big-budget AAA games. Matthew Ball, an industry analyst, believes seeing ads in games is an inevitable part of the industry’s future. He recently published his State of Video Gaming report and discussed it on The Game Business podcast, saying that “eventually, advertising does reach all addressable surface areas.” However, it appears that at least one of the major games expected in the near future, GTA 6, will not be an addressable surface area for advertisements.
Take-Two Doesn’t Seem Worried About GTA 6’s Profitability
Take-Two’s anticipated open-world game is already expected to break new sales records, and it seems unlikely it will ever need additional revenue from advertising. For comparison, recent GTA Online leaks suggest that the multiplayer mode is still generating over a million dollars per day. What’s interesting is that GTA Online is about 13 years old and has continued to bring in a steady level of revenue for its developers. If GTA 6 follows in its predecessor’s footsteps while aiming to be even more ambitious, it is projected to generate billions of dollars for Take-Two, purging the need for brand partnerships.
Additionally, Take-Two Interactive and Rockstar Games appear to be focused on avoiding decisions that could risk the Grand Theft Auto IP’s reputation. One indication of this is how the companies have suggested that GTA 6 will not be an unusually expensive game for buyers. Despite ongoing rumors, executives have repeatedly stated that the next installment will not feature an overly aggressive launch strategy and will deliver the highest value for its price. Now, fans can also be reassured that a similar philosophy applies to product placement deals, with the team behind GTA 6 poised to prevent profit-driven partnerships from compromising the game’s quality.
- Released
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November 19, 2026
- ESRB
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Rating Pending – Likely Mature 17+
