Take-Two Interactive CEO Strauss Zelnick expects the marketing campaign for Grand Theft Auto VI to begin this summer.

The campaign may launch within a few weeks.

Zelnick emphasized that critical review scores remain vital for major titles.

Publisher Rockstar Games consistently secures review ratings in the mid-to-high 90s.

Zelnick stated that artificial intelligence tools alone cannot enable a small team to produce a blockbuster.

He argued that universally accessible technology does not provide a competitive advantage.

He noted that former Rockstar employees have failed to replicate the studio's success.