Take-Two CEO: GTA VI Needs Aggressive Marketing
Take-Two CEO Strauss Zelnick has stated that Grand Theft Auto VI will still require "aggressive marketing" despite the franchise's massive global brand awareness. These comments were made during a fireside chat at the GamesBeat Insider event.
Zelnick emphasized that awareness alone is not enough to drive engagement. Using the Barbie movie as an example of a highly recognizable property that still utilized robust marketing, he explained that the goal is to generate enthusiasm rather than just recognition. He noted that while linear entertainment allows for a "lean-back" experience, video games require active participation, such as installation and direct interaction.
The CEO also addressed the limitations of promotional efforts, noting that marketing cannot compensate for a lack of quality. "We cannot convince people that something that's bad is good," Zelnick said, adding that the purpose of advertising is to demonstrate the importance of the product and encourage players to try it for themselves.
These remarks come as Rockstar Games faces ongoing legal scrutiny regarding union-busting allegations in the UK. The company previously dismissed 34 employees across the UK and Canada, citing gross misconduct related to confidential information leaks. However, the affected workers have alleged that the terminations were actually due to their involvement in trade union activities.
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