GTA 6 marketing begins this summer; price still hidden

Rockstar marketing – Take-Two’s CEO says Rockstar is on track for a Nov. 19 GTA 6 release and expects to start marketing the game this summer—without revealing any price. He also rejected tying a pricing announcement to today’s earnings, while the company maintained financial guid

By the time Take-Two Interactive wrapped up its earnings call on Thursday, one question hung in the air around “GTA 6”: would the company finally attach a price tag to the most anticipated release in years?

“No,” Take-Two CEO Zelnick told Variety during an interview Thursday when asked if a “GTA 6” pricing announcement would be coming alongside the company’s earnings release that afternoon. “We never make marketing announcements in our analyst calls. Never ever ever.”

That means there is still no announced price for “Grand Theft Auto 6.” The company also isn’t bringing that reveal today—even as it insists the game remains on schedule for its Nov. 19 release.

What Take-Two did confirm was something else, and it came with a timeline that could change what players expect next. Rockstar Games, Zelnick said, is set to begin marketing “GTA 6” this “summer.” The phrasing matters. Summer technically starts at the end of June. and Zelnick made sure to draw that line for anyone looking for immediate momentum.

“So the next few weeks I don’t think it’ll be summertime yet,” he said, “but when it’s summertime, Rockstar expects to start marketing ‘GTA 6.’”

For many fans, the wait is about more than curiosity—it’s about rumors and timing. In recent weeks, “GTA 6” rumors have swirled around everything from pre-orders opening to pricing and even the possibility of another delay.

Zelnick pushed back on that uncertainty with a simple reaffirmation: “I think reiterating November 19 as is a launch day today is probably a positive.” He added that Take-Two has been “really clear” it is releasing “the title on November 19.”

That backdrop is now colliding with today’s financial forecasting. Take-Two’s earnings results Thursday included full-year guidance for its new fiscal year, which runs April 1, 2026–March 31, 2027. Yet without a public price for “GTA 6. ” the company is still projecting between $8 billion and $8.2 billion—an increase of 20% over the last year.

Zelnick explained how the model works. “So. whenever we put together our guidance. obviously based on our expectations regarding our pipeline. release schedule and pricing. ” he said. “and sometimes our expect expectations can cannot be realized in the fullness of time. that could be because the title is delayed. or pricing changes. or unit sales. expectations change.”.

“But yes, of course,” he continued, “when we build our model, which is used to create guidance, it does have full assumptions in it. Even if we made assumptions, that doesn’t mean that they are set in stone.”

Alongside “GTA 6” this fall, Take-Two is also preparing for the September launch of 2K’s “NBA 2K27.”

For the January–March quarter, the company forecast net revenue between $1.57 billion and $1.62 billion, with a net loss of 70 cents and 54 cents per share, or $129 million and $99 million.

Wall Street’s expectations were a GAAP loss of earnings per share of 52 cents on $1.55 billion in revenue. based on analyst consensus data provided by LSEG. Take-Two reported a GAAP loss per share of 32 cents on $1.58 billion in net bookings (flat from the comparable quarter last year) and $1.68 billion in GAAP net revenue.

Earlier guidance also set expectations for the fiscal year. In February, Take-Two projected total net revenue for the fiscal year between $6.55 billion and $6.6 billion and a net loss per share between $2 and $1.84, or a net loss of $369 million and $338 million.

Those numbers now sit behind the current forecast. Take-Two reported its full fiscal year (April 1, 2025–March 31, 2026) results came out to $6.72 billion in net bookings (up 19% year over year) and GAAP net revenue of $6.66 billion (+18%). Net loss was $298.2 million, or $1.62 per share.

For the current April 1–June 30 quarter, Take-Two projects net bookings between $1.32 billion and $1.37 billion.

The story today isn’t just about whether “GTA 6” has a price yet. It’s about the message Take-Two is trying to lock in: the release date remains Nov. 19. marketing is expected to begin when summer truly arrives. and the company’s financial guidance continues—built on assumptions. but not fixed in stone.

GTA 6 Take-Two Interactive Rockstar Games Zelnick marketing pricing Nov. 19 release earnings NBA 2K27 LSEG