A recent report has revealed how the uncertainty surrounding the release date for Grand Theft Auto 6 is causing serious headaches for game publishers. With its highly anticipated launch, many are scrambling to adjust their own release schedules to avoid a clash. One executive bluntly expressed, “We don’t want to be anywhere near that.”
Earlier this year, EA’s Andrew Wilson suggested that they might shift the launch of the new Battlefield game to steer clear of GTA 6. Journalist Christopher Dring spoke to various industry leaders to gauge the impact of Rockstar’s iconic franchise on their plans. Many echoed Wilson’s concerns, with one executive from a major games publisher explaining that “Rockstar games always suck a lot of money and, more importantly, time out of the market.”
Another high-ranking official conveyed a significant worry: “Even without GTA, it’s tough for new games to gain visibility. Time is our biggest challenge, not money.” This sentiment is echoed by a third executive, who pointed out that if GTA 6 launches during the fall, many studios would have to either rush their releases or delay them past the busy shopping period around Black Friday.
Dring noted that these issues are creating chaos in the industry, not just for new game launches, but also for live service games. One developer of a popular live service title compared GTA 6 to a meteor, saying they would have to carefully time their content updates to avoid overlap. The risk here is that if everyone adjusts their schedules, it could lead to a backlog of releases that congests the market.
Looking back, past launches show why everyone is so anxious. When GTA 5 launched in September 2013, it dominated sales, accounting for 50% of the month’s revenue, despite launching halfway through the month. In its first week in the UK, GTA 5 took 89% of all video game sales. This historical precedent is likely fueling current fears among publishers.
Take-Two, Rockstar’s parent company, has stuck to a vague “fall” launch window for GTA 6 since it was first announced last May. However, Game File’s Stephen Totilo pointed out that there’s likely a safer period around the end of September, as Take-Two has already set that date for Borderlands 4.
As the release approaches, the industry will be watching closely. The situation is a vivid reminder of the competitive nature of gaming, where timing can make all the difference.
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