GTA 6 says no to product placement: fictional brands only

Six and a half months remain until what promises to be the gaming event of the generation: if there are no further delays, Grand Theft Auto VI will be released on November 19, 2026, on PlayStation 5 and Xbox Series X|S. In all likelihood, the title from Rockstar Games will achieve unprecedented success and captivate public attention for a very long time.

GTA 6 doesn't do advertising

A media event of such magnitude would constitute an exceptional showcase, capable of attracting millions in sponsorships like flies… if it only intended to, but apparently, that's not the case. Confirmation comes from Strauss Zelnick, CEO of Take-Two Interactive, a guest at the Interactive Innovation Conference (iicon, via IGN). When questioned on the matter, Zelnick ruled out any form of indirect advertising in GTA 6.

Grand Theft Auto V - Premium Edition - PlayStation 4 [Edizione IT]

Vedi su Amazon

Gamesurf may earn a commission on every purchase you make

The Take-Two CEO speaks of the Grand Theft Auto universe as a fictional entity, where everything that exists is in turn fictional, including the brands. Zelnick is wary of overly aggressive product placement practices, which he sees as disastrous. His words suggest that for GTA 6, the idea of entering into commercial agreements for the inclusion of products within the game was not even considered.

The case is different for titles like the NBA 2K series: in professional basketball, commercial products are already present in the real context, so for Zelnick, it's fine to include them in the video game counterparts, provided it's done naturally (a position at least questionable in our opinion). Returning to Grand Theft Auto VI, you can find all the information you need in our preview.