More AAA Titles Are Dodging GTA 6's Launch Window

Until a delay is otherwise confirmed, Grand Theft Auto 6 is coming out later this year, and it looks like major publishers and developers are scrambling to adjust their release timelines in anticipation of Rockstar Games' next blockbuster.

Christopher Dring of a newly launched video game publication, The Game Business, reports that at least three major video game publishers are prepared to delay their own titles to avoid clashing with GTA 6.

This level of caution is in line with what we've already heard from other industry insiders and even executives as they've hinted at staying as far away as possible from the upcoming sixthquel, which so far has included Electronic Arts, Xbox, and even Rockstar's parent company, Take-Two Interactive.

A high-ranking executive from one of the world's largest game publishers didn't mince words when describing the situation: "Rockstar games always suck a lot of money and, more importantly, time out of the market. We don't want to be anywhere near that." The concern isn't limited to new releases, either.

Even established live service games are feeling the pressure. Two developers of unnammed but extremely popular live service titles have indicated they're planning to adjust their update schedules around GTA 6's launch, shifting releases by up to three weeks to avoid the impact zone of what one studio head has described as a "huge meteor."

However, this strategy of avoidance could create its own problems. As one industry insider pointed out, if everyone tries to dodge GTA 6 by moving to the weeks immediately before or after its release, it could lead to a crowded and competitive period in those "safe zones." The result? We could see even further delays.

Already, even in the same year that GTA 6 is coming out, we've seen several all-time titles come out in the first quarter alone, including Kingdom Come: Deliverance II, whose developers didn't mince words regarding GTA 6, and Split Fiction, which is one of the favorites to win GOTY this year with a studio head who's very much looking forward to playing GTA 6.

Can you imagine just how much more jam-packed 2026 could become if games meant to launch later this year try to squeeze themselves in the first quarter of the next year? With that said, the uncertainty surrounding the exact release date of GTA 6 isn't helping. While Fall 2025 is still the confirmed release window, the lack of a specific date is causing headaches for planning and scheduling across the industry.

This situation is particularly challenging for AAA publishers trying to navigate the crucial holiday release window. One European-based publisher highlighted the dilemma: launching too early risks being overshadowed by GTA 6, while launching too late could mean competing with Black Friday sales or missing the 2025 window entirely. Although some executives aren't as pessimistic, including Sony's Hiroki Totoki and Greg Rice, but these positive sentiments are far and few in between.

The situation is reminiscent of the impact of previous Rockstar releases. Grand Theft Auto and Red Dead Redemption have historically dominated sales charts and player attention for months after release. Even today, Grand Theft Auto V and Grand Theft Auto Online are still some of the biggest draws across all platforms, especially following the release of Grand Theft Auto V Enhanced.

With Take-Two expected to ramp up its marketing efforts for GTA 6 starting April 1, which could potentially include a partnership with PlayStation, it'll be interesting to see how other companies will rethink their entire approach to their upcoming releases and marketing.