In an interview with The Game Business on Tuesday, March 17, 2026, Strauss Zelnick, CEO of Take-Two Interactive, reassured fans who feared the inclusion of real-world advertisements in GTA 6 (Grand Theft Auto VI).
Similarly, the executive stated that inserting advertising into a big-budget title is not part of the plans for the Rockstar Games franchise.
Zelnick argued that it would be “unfair” to consumers who pay between $70 and $80 for a high-end game to have their experience interrupted by ads.
Qual o seu protagonista favorito do GTA 6?
He distinguished GTA 6’s business model from other in-house titles, such as NBA 2K, where on-court advertising is part of staying true to the real sport, or from free-to-play games, where ads are a way to sustain the service’s free nature.
In GTA 6, immersion is the priority. This means that radio stations and billboards will continue to focus on biting and satirical parodies.
A new generation of players ready for GTA 6
Another point addressed by Zelnick was the long 13-year hiatus since the release of GTA 5. When asked if the older audience would still be willing to dedicate hundreds of hours to a new game, the CEO expressed complete confidence.
In his view, there is a massive audience of young people who are now over 17 and were children in 2013, eager to have their first launch experience with the franchise.
The executive joked that he “doesn’t understand” how anyone who owns a next-gen console and is of legal age could say no to GTA 6. For Take-Two, the game transcends the need to have played previous titles; it is a cultural event that will organically attract both veterans and newcomers.
See also: GTA 6 on PC; Felca Law may prevent simultaneous release in Brazil
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Source: YouTube
