With the launch of GTA 6 approaching, a reader has suggested that Rockstar is making money on advertising rather than paying for it. The reader, Darren Crozier, argues that the company likely benefits from promotional partnerships instead of funding its own campaigns.
Advertising Costs and Partnerships
Crozier points to the Netflix Extended look as an example, suggesting it must have cost Netflix a significant amount and was unlikely to be paid for by Rockstar. He notes that despite some online backlash, it was quickly forgotten. The rumour is that $100 million was paid for it, a figure he finds absurd, comparing it to his era when Rio Ferdinand for £30 million was considered ridiculous.
He also believes that Selfridges pop-up stores are not being paid for by Rockstar, as GTA 6 serves as the star attraction to draw customers. He suggests these partners likely pay for billboards, merchandise, and commercial licensing fees. Crozier concludes that Rockstar probably does not need to spend much on advertising, as most promotional opportunities come to them, and while they may not make net revenue, they are likely not spending as much as people think.
Reasons for No Disc Version
Regarding the absence of a disc version, Crozier explains that discs can be released early and may have their data accessed. He cites the example of the Zelda: Ocarina of Time remake, which was decompiled and put on PC nine hours after launch. A disc is easier to crack than console firmware, and he believes Rockstar has taken measures to ensure the 220GB of data is not playable until the intended release.
He also mentions the risk of leaks from production line workers or postmen, given 13 years of work, and suggests a code in a box could be sold without disc production. He notes that a disc would delay the release, referencing a similar issue with the Control sequel, and that a disc version could be made later to generate additional revenue.
Crozier states he is making observations and assumptions, not expressing agreement or disagreement. He describes GTA 6 as probably the biggest cultural event of this millennium and plans to switch off his phone, deactivate social media, and avoid reviews before playing at midnight.
