“You need to create enormous anticipation”: Strauss Zelnick on GTA VI’s 12-year gap

It’s been over a decade since Grand Theft Auto V launched, yet fans are only now inching closer to the long-awaited release of GTA VI. In a recent interview with Bloomberg’s David Westin, Take-Two Interactive CEO Strauss Zelnick addressed the extended development timeline, offering insight into Rockstar Games' deliberate approach to crafting blockbuster experiences.


During the conversation, Zelnick offered a clear rationale behind the extended development cycle of GTA VI, attributing it to both strategic planning and Rockstar’s creative philosophy. Zelnick attributed the unusually long period between GTA releases to two fundamental reasons.
Zelnick said, “The first is there's we haven't, we set an intention actually to rest our intellectual property. So, some of our competitors come to market very regularly, maybe even annually with their titles. We only annualize our sports entertainment titles. For our non sports titles, we think you need to create enormous anticipation on the one hand.”
The second reason, Zelnick said, “it takes a long time to develop these big, robust experiences. Rockstar games seeks perfection in what they do and the perfection, it's a pretty high bar.”
That pursuit of excellence, he indicated, is the reason why GTA V has managed to continue doing well throughout three console generations and remains an industry benchmark more than a decade on.

Zelnick also looked back on GTA V's success, terming it "astonishing" how the game still holds up in an ever-changing industry. Its durability, he explained, is a testament to Rockstar's approach to development, focusing on innovation and impact, rather than speed. "Today it's still the standard bearer for the industry," he continued.
By resting intellectual property and not hurrying the creative process, Take-Two creates an aura of scarcity and elitism around its flagship titles. Though this tactic tests fan patience, it generates anticipation, and ultimately, enthusiasm—for what's to come.
Zelnick's remarks highlight a fundamental trend in contemporary AAA game development: the transition away from speedy releases in favor of polished, long-term work. As the hype for GTA VI builds, the 12-year wait looks more like a carefully considered investment in gaming history than a delay. Rockstar is staking its reputation on quality—and if GTA V is anything to go by, it could pay off once more.
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