There is a debate surrounding whether Grand Theft Auto 6 needs a marketing campaign, but Strauss Zelnick, the president of Take-Two Interactive, believes that established brands must maintain awareness.
Zelnick emphasized, “When launching entertainment properties on a wide scale, you have no choice. You always have to generate enthusiasm,” in an interview with GamesBeat.
He further explained, “Creating awareness is one aspect, but building enthusiasm is another. We need to demonstrate to people what they can expect because in linear entertainment, the content is presented to you without the need for interaction, installation, or expertise. It’s a passive experience where viewers can decide if they like it or not.”
Zelnick stressed the importance of authentic word-of-mouth promotion, stating, “We can’t manipulate opinions. People won’t promote something bad as good because it would harm their credibility. Instead, we aim to encourage individuals to give it a try.”
Comparing the marketing strategy for GTA 6 to that of the iconic Barbie franchise, Zelnick highlighted the extensive marketing efforts put into promoting the Barbie movie despite its well-known brand.
Zelnick previously mentioned to GamesIndustry.biz that Take-Two and Rockstar are implementing a comprehensive marketing campaign aligned with current audience trends and attention.
Recent promotional activities for GTA 6 include a soundtrack album release, a feature story in Dazed, and a 27-minute preview on Netflix, which garnered significant viewership.
Zelnick applauded Rockstar’s innovative approach in blending entertainment with informative content, stating, “They found a captivating way to entertain us while educating us about the game.”
The ultimate objective, according to Zelnick, is to convert awareness into excitement and raise awareness where it is lacking.