Take-Two CEO Strauss Zelnick says there’s more to come from GTA 6‘s marketing after the announcement of a limited-time Netflix extended trailer landed to a mixed reception.
Speaking to GamesIndustry.Biz, a presumably hungry Zelnick described the gameplay premiere as “one of the hors d’oeuvres.” If you’re feeling confused over what that means, exactly, he goes on to say “there’s appetizers, main course, and dessert to follow.”
Basically, the fancy Netflix preview is just the start, and there’s more to look forward to between now and launch.
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GTA 6’s Extended Look landed with a mixed response for several reasons. There’s hype for sure, as fans have been speculating when Trailer 3 would land since Trailer 2 dropped last year. But while a long-awaited glimpse at gameplay is welcome, it being locked to Netflix for 6 hours rubbed some the wrong way. Sure, it’ll be on Rockstar’s YouTube channel the very same day, but the idea of paying to watch it early still hasn’t pleased everyone. Obviously, some don’t mind, and others assume it’ll quickly end up on social media anyway.
Elsewhere, GI.Biz did try to get some details from Zelnick about how much Netflix paid for the six-hour exclusive on GTA 6’s gameplay premiere, though the Take-Two boss wasn’t biting, calling the streaming provider “a great marketing partner for us, and distribution partner.” He also calls the deal “a groundbreaking partnership that Rockstar arranged.” Alright, Zelnick, keep your secrets.
Zelnick also wasn’t saying much about GTA 6’s “unprecedented and astonishing” pre-order sales. While everyone involved is “very encouraged,” Zelnick has been keen to stress that the team isn’t over the finish line yet.
“Nobody’s ever seen anything like this before, at Take-Two or in the industry,” he told analysts during the latest financial briefing. “One of the reasons we’re not changing our guidance is, to be clear, we haven’t sold one unit yet. You can cancel a pre-order. We’re kind of allergic to victory laps round here, and we certainly don’t do the victory lap before the event.”
GTA 6 is set to release in November, though we’re getting at least one bigger look this month.