As of today (September 22nd) summer is officially over.
Rockstar promised that GTA 6’s marketing would kick off during this period. I think it’s safe to say that they were NOT lying. In total this summer, we got:
— The cover art reveal, alongside pre-orders and Ultimate Edition details.
— 92 screenshots.
— 19 artworks (when including all of the vinyl teasers/exclusive covers.)
— 27-minute long Extended Look consisting of raw gameplay.
— An exclusive, thorough Dazed Autumn cover magazine, featuring interviews from multiple developers, street artists, leaders and fashion designers working on the game.
— Multiple, lengthy hands-off previews from both journalists and creators, revealing *hundreds* of new details and breaking down various game mechanics and systems.
— Various billboards advertising both the Extended Look as well as the original soundtrack album.
— Two GTA 6 themed limited edition DualSense controllers were announced at State of Play.
— An original soundtrack album reveal, including the release of 6 singles from some of the world’s largest artists.
— The approval of IRL marketing plans that set the stage for GTA 6 to take over Miami, with the construction of one “Welcome to Vice City” sign already under construction to be put atop of the Kaseya Center.
— A GTA 6 themed booth at Tokyo Game Show 2026, where the Extended Look was shown in an immersive theatre with haptic feedback, as well as exclusive merchandise being given out to guests.
I was expecting a lot from Rockstar and somehow they’ve still managed to blow me away. I’m aware that sounds dramatic, but, I don’t think that anybody was expecting 27-minutes of gameplay premiering on Netflix, a 34 track album consisting of original music created by the world’s biggest artists, in-depth previews from creators/outlets who we’re shown HOURS of gameplay footage etc.
Personally, I don’t see how anybody couldn’t be pleased with GTA 6’s launch marketing push this far. It definitely took awhile to get started, but it’s here now, and WOW.