Brand Awareness

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

Take-Two Interactive CEO Strauss Zelnick stated that Grand Theft Auto VI requires aggressive marketing despite its global brand recognition, comparing its promotional needs to that of the Barbie movie. He emphasized the importance of generating enthusiasm and showcasing the product, even for well-known properties. The discussion occurs amidst ongoing legal scrutiny for Rockstar Games regarding alleged union busting.