Missing GTA 6 trailer 2 fuels hype before release date, according to former Rockstar developer

Publishers take different approaches when marketing highly anticipated game releases. Rockstar Games has maintained near radio silence since unveiling the first GTA 6 trailer in December 2023. As fans resort to often unreliable leaks to provide clues, they still await a second trailer. Ex-Rockstar Games developer Obbe Vermeij suggested on X that the company may not release another video before the GTA 6 release date.

Vermeij was the technical director for Rockstar Games, leaving after GTA 4 debuted in 2008. With some insight into the company's practices, he thinks the lack of GTA 6 news is intentional. Instead of regular updates, building anticipation from fans is the preferred marketing strategy. This plan might be disastrous for smaller publishers working on titles without as much recognition. However, the popularity of GTA 5 and the GTA IP ensures that gamers will continue to fixate on the sequel.

When speaking to Bloomberg TV in March, Take-Two Interactive CEO Strauss Zelnick revealed a similar game plan. When asked about a GTA 6 release date announcement, Zelnick hinted that Take-Two was content to let the hype surrounding the game build. Players may not see the GTA 6 trailer 2 until closer to the release window.

The reactions to Vermeij's social media post are split. Some gamers think it's a brilliant move to make audiences wait for official GTA 6 news. Other readers want to plan their budgets and even calendars for the eventual release. Competing publishers are also undoubtedly frustrated by the lack of information. Game-makers are desperate to avoid debuting their titles when the Rockstar Games title finally surfaces.

There are signs that the second GTA 6 trailer may arrive at some point. Take-Two Interactive will host an earnings call on May 15th. Promising an update on the game's online features, insider Tom Henderson suggested that Take-Two's marketing efforts may soon ramp up.