Rockstar’s parent company, Take-Two Interactive, reconfirmed that Grand Theft Auto 6 is set to launch this November during its quarterly earnings report and conference. Take-Two’s CEO even revealed that marketing for the long-awaited crime sim will start this summer.
On Tuesday, as spotted in a press release about Take-Two’s Q3 2026 earnings results by IGN, the company confirmed that it plans to start marketing Grand Theft Auto 6 sometime in the summer, which seems to indicate that the game, which has been delayed a few times now, is actually (for real) getting close to launching later this year.
“I feel good about it. Very good about it,” said Zelnick when asked by the outlet how he felt about GTA 6‘s November 19 release. “Of course, because any time you’re getting closer to marketing beats, you’re obviously in a place where your confidence level is as high as it can be.”
Meanwhile, Zelnick told newsletter The Game Business this when asked about the confirmation that GTA 6‘s marketing blitz was just a few months away: “You know me pretty well, for me to even say we’ve got marketing beats coming this summer is a huge departure from what I usually say, which is that our labels will make marketing announcements.”
In an earnings call later in the day, Zelnick was asked how much marketing a game like GTA 6 even needs. He assured investors that Take-Two and Rockstar weren’t going to “sit back and relax.”
“I think the opposite is true,” said Zelnick. “We are in the business of eating red meat for breakfast. I think we’ll be having a lot more red meat in the coming months. We are very fortunate that the consumer anticipation for GTA 6 is huge. And one does have to be judicious with how one markets such an extraordinary product. Rest assured, I think you’ll be pretty astonished by the creativity that Rockstar’s marketing team brings to consumers in the coming months.”
Normally, Take-Two doesn’t provide details like this, opting to let Rockstar provide those details later, so this is a good sign that GTA 6‘s development is on track. You don’t start committing to expensive marketing plans and telling the press about them unless everyone involved is very confident in the game’s development status. And yes, in the past, Zelnick has told investors and the public he felt good about GTA 6‘s release date, and then it was delayed. But in those cases, he and Take-Two hadn’t committed to a marketing timeframe like this before. And while things can always change, at least for now it seems GTA 6 is finally, for real, actually launching as planned on November 19.
Update: 2/3/26, 5:35 p.m. ET: Added quote from Zelnick about GTA 6 marketing.
