Take-Two expects to spend $89 million on advertising in the course of the 12-month interval ending March 31, 2024. That’s greater than twice the advertising funds for some other fiscal yr over the following half-decade, in response to the corporate’s latest 10-Okay SEC submitting. Why is Take-Two planning to spend that rather more on advertising in fiscal 2024? Probably the most doubtless explanations is that’s when the writer expects to launch Grand Theft Auto VI, in response to analyst Jeff Cohen of funding agency Stephens.

Annually, Take-Two recordsdata a 10-Okay with quite a few monetary particulars, together with its plans for advertising spend for every year for the following 5 years. In its earlier 10-Okay, Take-Two notified buyers of a spike in advertising prices for fiscal 2023. However that spending has now shifted to fiscal 2024. This motion in spending doubtless displays developer Rockstar Video games’ present plans for the discharge of Grand Theft Auto VI.

Above: Take-Two up to date its dedicated advertising spend.

Picture Credit score: Stephens/Jeff Cohen

Cohen factors out that this advertising metric beforehand predicted different Rockstar releases.

“We aren’t positive how a lot we ought to be studying into this shift, however we’d notice that this disclosure precisely predicted the launch of Purple Lifeless Redemption 2 previous to that sport’s announcement,” Cohen wrote in a notice to buyers. “[Take-Two management] has spoken very confidently in regards to the pipeline over the following 5 years and current stay companies execution has been wonderful. Nonetheless, the timing of the following Grand Theft Auto stays top-of-mind for buyers, notably with the inventory close to all-time-highs.”

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If Cohen is true, then Rockstar at present plans to launch GTA VI between April 2023 and March 2024. After all, that might change if the sport encounters delays. And with the continuing success of GTA On-line, Grand Theft Auto V’s on-line element that makes thousands and thousands of microtransactions, Rockstar isn’t in a rush.

Does Grand Theft Auto VI in 2023 make sense?

Grand Theft Auto VI in 2023 might sound far-off. In any case, that’s 10 years after Grand Theft Auto V launched in 2013. However that timing is probably going attributable to quite a few elements.

First, since Grand Theft Auto VI isn’t prepared for current-gen, Rockstar will wish to wait till the next-gen consoles are extra effectively established. The studio doesn’t wish to depart cash on the desk by promoting to 25 million folks on next-gen in 2022 when it might attain an even bigger buyer base a yr later as of us purchase extra consoles.

Rockstar can also be in no rush to exchange Grand Theft Auto V. The sport continues to promote month-after-month, and GTA On-line brings in a ton of income. A GTA VI must seamlessly choose up that momentum. So it’s necessary that Rockstar will get the sport proper. Much more essential is determining the right way to transition the GTA On-line viewers to any potential followup in GTA VI.

Developing with that plan and executing on it’s going to take time. And a 2023 launch gives loads of runway to determine it out.

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