Take-Two CEO: GTA 6 Trailer 2 Nearing Launch

It could be some time before we see the next Grand Theft Auto 6 trailer, based on recent remarks from the head of Rockstar’s parent company, who indicated a preference for unveiling marketing materials relatively close to a game's launch.

Rockstar shattered records with the debut of GTA 6’s first trailer in December 2023, but since then, there has been no further official content. Fans have endured a 15-month information drought, fueling a slew of unusual fan theories speculating when the second GTA 6 trailer will arrive.

Examples include scrutinizing the number of holes in Lucia’s cell door mesh, counting the bullet holes in the car featured in Trailer 1, and even inspecting license plates. A particularly persistent theory involved tracking the moon phases—which, remarkably, did correctly predict the announcement date for the first trailer, but was later disproven as a clue for the second trailer’s release date.

So the key question remains: when exactly will the second GTA 6 trailer drop? While we still don’t have a clear answer, comments from Take-Two CEO Strauss Zelnick suggest fans might have to hold out until we’re much nearer to GTA 6’s actual release window for another glimpse of the world’s most anticipated video game.

In a recent Bloomberg interview, Zelnick was asked directly: why is GTA 6’s launch date being kept so tightly under wraps?

“The level of excitement surrounding this title could very well be the highest I’ve ever witnessed for an entertainment product,” Zelnick responded. “And having spent many years across just about every corner of the entertainment industry, I can confidently say this.

“Our goal is to sustain that suspense and enthusiasm. While many competitors outline their release schedules years ahead, we’ve learned that a more effective approach is to roll out marketing assets closer to the actual release. This keeps the hype intense while preventing the kind of overexposure that can deflate excitement. It’s a delicate balance, and we don’t always nail it, but that’s the strategy we aim for.”

A few points from his statement deserve closer attention. First, Zelnick’s explanation that withholding GTA 6’s launch date helps “maintain the anticipation and the excitement.” This aligns with what both fans and media insiders have long suspected—and what former Rockstar developers have also claimed.

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Mike York, a former Rockstar New England animator who contributed to Grand Theft Auto 5 and Red Dead Redemption 2 before departing in 2017, explained on his YouTube channel that Rockstar intentionally leans into these conspiracy theories. By staying silent on the game’s details and the second trailer’s release, they fuel even more community speculation.

“Fans are actively searching for clues, crafting these elaborate theories to figure out when the next trailer will drop,” he said.

“Rockstar has always been famously secretive, and this silence is a clever tactic because it builds intrigue and keeps people talking—without the company needing to lift a finger. The less they say, the better, because it keeps the audience eager, discussing, and guessing about what’s coming next.”

York added that Rockstar is likely resisting intense fan pressure to announce the second trailer’s release date precisely for this reason.

“They could simply announce the trailer date and say, ‘Hey, it’s coming then,’ but they hold back intentionally. It’s an incredibly effective marketing approach when you think about it—it encourages fans to come up with these fascinating theories.

“This unites the fanbase. It’s a brilliant strategy to keep players engaged and discussing the game during the quiet stretches between official updates.

“All these fan theories are beneficial—they generate excitement, drive conversation, and deepen the sense of mystery surrounding the game.”

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The other important takeaway from Zelnick’s statement is the implication that the second GTA 6 trailer might not arrive until we’re much closer to the game’s anticipated fall 2025 launch date (assuming no delays). If that holds true, it could be another six months before we see more of GTA 6.

While you wait for GTA 6’s arrival, explore IGN’s reports on a former Rockstar developer’s take that the studio may not determine whether GTA 6 is delayed until May 2025, Take-Two CEO Strauss Zelnick’s perspective on what will happen to GTA Online post-GTA 6, and a professional assessment of whether the PS5 Pro will run GTA 6 at 60 frames per second.