Strauss Zelnick Sets Grand Theft Auto 6 for November 19, 2026
Strauss Zelnick has set grand theft auto 6 for November 19, 2026. The Take-Two CEO also said marketing is due to begin this summer, giving the industry a clearer runway for one of the biggest console launches on the calendar.
Zelnick on the rollout
“So if you put out a sequel to Mission: Impossible, trust me, the studio is still going to spend a whole lot of money marketing that title, even though we kind of know what we're going to get and we know we're going to see Tom Cruise, and we're thrilled that we will. Marketing is still an important part of any entertainment release.” Zelnick said that as he talked about Grand Theft Auto 6’s campaign. For readers waiting on a preorder date, the answer is still no preorder date for Grand Theft Auto 6.
Best Buy had sent a mass email to creator partners about a Grand Theft Auto 6 preorder event scheduled for the previous Monday, but the event did not happen. That false start leaves the summer marketing push as the next real marker for when Take-Two begins opening the sale cycle around the game.
Pricing and Take-Two’s target
Take-Two expects to earn $8 billion to $8.2 billion in revenue during the 2027 fiscal year, a target it said would be 20% over the previous year. Grand Theft Auto 6 is only coming to consoles, and the company has not put a number on the game’s price.
Zelnick addressed that pricing debate directly at IICON: “If you look at it through that lens, that doesn’t make a whole lot of sense.” He added, “Instead, we look at… how do we deliver something amazing, and how do we make sure that what people pay for it feels very reasonable.” The comment lands with extra weight because the PS5 Pro is priced at $900, while speculation has lingered about whether the game could cost more than the standard $70.
GTA 5 as the benchmark
Grand Theft Auto 5 earned $800 million on its first day of release, which is the comparison point hovering over every new date and marketing signal around the sequel. Take-Two’s timing also fits the company’s own playbook: the third Grand Theft Auto 5 trailer arrived about five months before that game’s release date.
The revealed cast includes Jason and Lucia, and the setting is Vice City and the state of Leonida. For now, the cleanest read is simple: the date is locked, the campaign is about to start, and pricing remains the open pressure point sitting between those two milestones.
