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It’s not just Rockstar being Rockstar, though.

That comes courtesy of Take-Two CEO Strauss Zelnick, who recently spoke to Bloomberg about the blockbuster.

GTA 6 reveal trailer screenshot showing a young blonde woman standing near a sunny rooftop pool, wearing a white and gold bikini

“I’ve been in every entertainment business there is,” Zelnick continued.

“We want to maintain the anticipation and the excitement.”

We don’t always get it exactly right, but that’s what were trying to do."

Strauss Zelnick on Grand Theft Auto VI, Mobile Gaming - YouTube

Three playable characters stand in a triangle wearing suits and holding guns in GTA 5

A screenshot of protagonist Lucia from GTA 6

GTA 6 trailer screenshots showing lucia in an interview room

GTA 6

GTA 6

GTA 5

Grand Theft Auto: Vice City

Los Santos at night in Grand Theft Auto 5

Grand Theft Auto 3

Borderlands 4 screenshot showcasing four different Vault Hunters taking on enemies with various weapons

Todd Howard

A screenshot shows the Siren Vex standing in Borderlands 4

Borderlands 4

Borderlands 4 screenshot of a gun equipped with Licensed Parts from different makers

An old man with a staff in Borderlands 4

Articulate box, cards, board, and tokens on a wooden table

The cast of Thunderbolts standing in an elevator during the trailer for the upcoming Marvel Phase 5 movie.

Logan Kim as Hershel and Lauren Cohan as Maggie in The Walking Dead: Dead City season 2