Market like a Rockstar (game)

On the 17th of September 2013, Rockstar Games dropped Grand Theft Auto V.

If you were, like me, a teenager at this time, chances are you’ve been awaiting the drop of GTA VI for the last 11 years. We long for a new hit of open-world adventure mixed with unhinged criminal behaviour wrapped in a brilliant, immersive story.

The game's appeal is largely due to Rockstar Games’ uncanny ability to hype the living sh*t out of its games.

So much so, that breaking records is a given for the brand.

GTA V broke seven world records upon its release in 2013. Rockstar sold 11.21 million units and netted $815.7 million in revenue in the first 24 hours. They went on to reach $1B in sales after just three days on the market.

The game smashed through records for best-selling action-adventure video game over 24 hours. Best-selling video game in 24 hours. Fastest entertainment property to gross $1B. Fastest video game to gross $1B. Highest grossing video game in 24 hours. AND most viewed trailer for an action-adventure video game, according to Guinness.

That’s a testament to Rockstar, a game developer like no other.

Originating in 1998 as a subsidiary of Take-Two Interactive, the tiny studio grew under the leadership of brothers Sam and Dan Houser into a blockbuster-producing powerhouse.

Over the course of over two decades, the company has established GTA as something incomparable, even by today’s standards. Controversial, groundbreaking and innovative, each successive game has had immense cultural impact.

GTA V was one of the most financially successful products of all time, pulling in over $8.5B in worldwide revenue with 20 million copies shipped. So its successor has big shoes to fill.

But with a fan base as big and as loyal as Grand Theft Auto’s, and a wait so long in between games, Rockstar didn’t need to do much to market GTA VI.

The brand made a slight switch in the logo and used subtle shades in artwork that teased the next game. This was in tandem with trailers that don’t go past the two-minute mark. That’s all Rockstar needed to rack up millions of views and cause global discourse.

It might be the most lacklustre yet impactful promotional strategy I’ve ever seen. It seems like they almost don’t care. But that’s the beauty of it all.

This quiet marketing strategy churns up loud results.

Even the way they 'dropped the bomb' about the release of GTA VI is impressive, considering the reaction it garnered.

In November of last year, founder Sam Houser wrote a few simple paragraphs to the GTA community on the official website. In these paragraphs was the sentence, 'We are very excited to let you know that in early December, we will release the first trailer for the next Grand Theft Auto.'

Boom. Internet broken. The hype and anticipation exploded across social media for the world’s next favourite game.

Over the next few months, The Rockstar Game’s website slowly and subtly changed its design. The colours began fading into dusky shades of pink, orange and white to hint where GTA VI might be set.

Rumours and speculation swirled for months.

And then in December of last year, Rockstar Games fed the fans with a singular trailer made entirely of in-game footage.

And that trailer is still enjoying decent momentum. It's now surpassed 200 million views on YouTube, making it the most popular video game preview ever produced.

When it comes to showcasing its games, Rockstar has always gone the simple route. No deceiving pre-rendered clips for the sake of cut-scenes. The company teases the game with the game play itself. Meaning, what you see is what you get.

This is in stark contrast to the way other games are promoted. And it's what helps fans appreciate GTA marketing.

It's a slow burn.

Which obviously adds to the anticipation and hype. The developers take their time to polish the game while their audience talks about it. Sometimes they wait years before actually launching the game (as was the case with Red Dead Redemption 2).

I mean, we’re all still holding our breath for the release of the second trailer, which is set to drop this December. A whole year after the first trailer. Another promo will follow in Spring 2025.

The long wait has inspired plenty of memes on social media. These joke about the 'things we’ve gotten before GTA VI,' including proof that aliens are real and an Andre 3000 flute album.

With the hype already so high, it’s hard to imagine how successful the long-awaited GTA VI will be when it finally comes out. In true Rockstar fashion, the date is TBC.

So, how does one market like a Rockstar?

Anticipation. Rockstar Games masterfully generates hype through minimalistic but impactful marketing. This slow-burn strategy fuels anticipation and keeps fans engaged over long periods. And it makes the final product such a huge phenomenon.

Authenticity. Instead of relying on pre-rendered clips, Rockstar showcases real, in-game footage. This transparency builds trust with the fans and reinforces the brand’s reputation for quality.

Community engagement. Use simple yet powerful communication, like brief announcements, to stir excitement. Engaging directly with your community and feeding into speculation amplifies word-of-mouth marketing.

Fingers crossed we don’t have to wait two whole years until I’m writing about the colossal success of the drop.

-Sophie, Writer