The big Strauss Zelnick interview: GTA, AI, Roblox and building the biggest entertainment company in the world

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GamesIndustry.biz · 8 min read · top_stories

Strauss Zelnick, Take-Two CEO for 19 years, declined to reveal GTA 6 details but confirmed a "very significant broad based marketing campaign" differing from GTA 5's 2013 approach, avoiding network television. On AI, Zelnick argued technology won't eliminate jobs and criticized major tech companies that blamed layoffs on AI as dishonest. Take-Two remains a successful independent publisher while peers face acquisition or decline.

Mentioned entities

Clair Obscur EA Entertainment Software Association GTA 5 GTA 6 Jennifer Maas Jon Hicks Private Division Riot Roblox Rockstar Games Savvy Games Strauss Zelnick Take-Two Ubisoft Zynga iicon

Appeared in 2026-05-22.