Take-Two CEO Strauss Zelnick says GTA VI needs to be 'marketed aggressively' despite global brand awareness

Game Developer reports that Take-Two CEO Strauss Zelnick says GTA VI still needs aggressive marketing, even with the franchise’s massive global awareness. His point is that brand recognition alone won’t sell the game’s quality; players have to be convinced it’s worth buying. For developers, it’s a reminder that launch demand still depends on messaging, not just IP strength.