Grand Theft Auto 6, developed by Rockstar Games, is arguably the most anticipated title coming in 2025. Parent company Take-Two CEO Strauss Zelnick recently talked about the GTA franchise, calling it the ‘number one entertainment property of all time across all forms of entertainment’. He also touched upon the widely-discussed potential of generative AI in video games, and shared his supportive stance on the matter.
Speaking at the , Zelnick looked back at GTA 5 which released 12 years ago, and how he feels that the “world’s a different place than it was” when GTA 5 came out. While Zelnick started his statement by saying that it is in his “nature” to “not be promotional”, the CEO did end up labelling GTA franchise, pretty much at the top of the entertainment industry. Backing that statement up, he also highlighted how the GTA 6 trailer “basically broke the internet”, gaining 90 million views in 24 hours, and thus breaking a record.
Zelnick also acknowledged that even though there is an obvious anticipation and the data point is “wonderful”, the team at Rockstar Games still has to deliver “an amazing, perfect video game” and until the company accomplishes that, “these are all just words.” It is hard to argue against the points made by Zelnick, and it is to an extent plausible to at least assume that GTA is as huge a franchise as Zelnick believes. When GTA 5 came out, it broke all forms of expectations and records, earning $800 million on its l.