Rockstar co-founder: GTA 6’s huge hype comes from infrequent releases and the series’ constant innovation

Houser also credited Rockstar’s promotional approach. The studio has often marketed its games with the flair of classic movie campaigns, focusing on atmosphere, characters and tone rather than straightforward gameplay demonstrations. GTA 6’s initial trailers follow that tradition, leaning into worldbuilding, satire and character moments over explicit mechanics.

Allegations have emerged of “ruthless” layoffs at Rockstar ahead of GTA 6, with reports saying more than 30 staff tied to union organizing were let go: Take-Two cites “gross misconduct,” while labor advocates insist they will continue to push for fair treatment.