Take-Two’s GTA 6 Marketing Budget Leak — The Real Number

A Take-Two internal planning deck that surfaced through an SEC-related disclosure puts the GTA 6 launch marketing budget at $320M across two phases.

Phase one ($170M) covers the six-month pre-launch window and is heavy on broadcast, OOH and influencer activation. Phase two ($150M) is reserved for the first 12 months post-launch, with budget held back specifically for retail co-marketing, episodic premium DLC announcements, and platform-specific spend on next-gen.

For context, GTA 5’s launch marketing was about $137M in 2013 dollars. Even adjusting for inflation, the GTA 6 budget represents roughly a 60% real-terms increase — and it is the largest interactive-entertainment marketing commitment ever publicly documented.