Despite owning one of the most popular and enduring video game franchises of all time, Take-Two Interactive remains cautious about the future. CEO Strauss Zelnick stated that even as they prepare for what could be the biggest game launch of all time, GTA 6, they don't believe its success is inevitable.

GTA 6, scheduled for release on May 26, 2026, is undoubtedly one of the most anticipated games currently. In an interview, Zelnick cited Rockstar's internal goal: "to strive to create the best entertainment experience humanity has ever seen." He admitted that despite the current favorable external environment, the company will not let its guard down.

In an interview with The Game Business, Zelnick emphasized that Take-Two is aware of the industry's unpredictability and competitive pressures. He stated, "We won't be complacent about past achievements, nor do we assume success is inevitable. We constantly look back and maintain a sense of crisis. I often say that hubris is the enemy of sustained success. We know that in the next two, three, five, and ten years, there will be a slew of major new releases, and perhaps even entirely new forms of entertainment."

GTA is Take-Two's most profitable franchise, but the company also owns two subsidiaries, 2K and Zynga, encompassing several well-known gaming brands, including BioShock Infinite, Borderlands, Civilization, WWE 2K, NBA 2K, and a vast mobile gaming portfolio. Zelnick stated that even if GTA 6 doesn't fully meet market expectations, the company will still be able to find innovation and growth opportunities through its diverse product portfolio.

Zelnick also outlined the company's three-step strategy: to become the most creative, innovative, and efficient company in the industry, and emphasized the importance of continuous innovation: "We must constantly innovate to ensure our continued leadership in the industry."