Take two interactive stock news
In an interview with Variety published on May 22, 2026, Take--Two Interactive CEO Strauss Zelnick detailed a "new approach" to the marketing campaign for the company's upcoming flagship titles. Zelnick indicated that the promotional campaign for "Grand Theft Auto VI" is scheduled to commence in the summer of 2026 and will prioritize social media and digital engagement over traditional advertising channels to reflect evolving consumer trends. He emphasized a disciplined spending strategy, noting that the company intends to defer significant marketing expenditures until the product is "pretty close to release" to optimize the return on investment and maintain consumer momentum.