Last month, Zelnick said marketing for GTA 6 would begin in earnest this summer and reiterated the November 19 launch window. With summer now underway, a traditional marketing blitz has not fully materialized yet, though his TikTok appearance may signal a different approach for Rockstar and Take-Two.
When pressed on the lengthy wait for the sequel, Zelnick pointed to Rockstar's ambitions.
The team at Rockstar really does seek to do something that's never been done before. That's really hard, and it takes a lot of time.
Short-form platforms like TikTok and Instagram Reels carry some of the highest engagement online, and Zelnick's presence there could mark an early step in a broader campaign built around those formats rather than conventional trailers alone.
