Strauss Zelnick, CEO of Take-Two Interactive, said in an interview today with GamesBeat that awareness of Grand Theft Auto VI, which launches in 10 days, is “very strong indeed” and participation in the franchise is as well.
We talked about the company’s earnings report today and I also asked if marketing awareness for GTA VI was on track.
“Marketing is rolling out as planned. It’s a significant marketing campaign. There’s a lot of outdoor (advertising). There’s there’s a lot of audiovisual marketing on social, on television, and it’s a worldwide program. So I think Rockstar is doing a great job on the marketing, and I do feel like awareness and participation is very strong, indeed.”
I noted that the Miami marketing events, where the NBA basketball team Miami Heat will play against the Milwaukee Bucks on November 18 as Vice City, could generate the biggest impact on social media.
Zelnick said, “Minimally, the most fun. There’s nothing like taking over an entire city.”
Take-Two reported earnings today and its stock price is up 5% in after-hours trading to $213.70 a share. Overall, Take-Two is valued at $38.8 billion in the market. The one downside in the earnings was that the company didn’t hit quarterly estimates on bookings because NBA 2K27 results were lower than expected at launch in September.
Last week, a writer at the Wall Street Journal asked if Take-Two needed more hits beyond GTA VI, and Zelnick rattled off a number of big hits across mobile, PC and console games, from the NBA 2K series to Toon Blast.
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