GTA 6 is an unmissable opportunity for marketers and brand teams across all sectors

Grand Theft Auto VI (GTA 6) is due to launch in autumn 2026. It will be one of the century's biggest entertainment launches, and its impact will ripple through culture for years to come.

Remember how every brand jumped on the Barbie movie hype train with an everything-pink activation? GTA 6 is about to usher in a similar opportunity –– a bigger one that will last far beyond a single summer.

Nobody could have predicted just how huge the Barbie movie was going to be, but GTA 6’s meteoric success is all but guaranteed given the success of the game’s previous installments. Marketers therefore have a lot more time to prepare.

A rising tide lifts all boats, and GTA 6 will be a tsunami. Marketers and consumer brands, it’s time to build your boat.

Our new report delves into how and why marketers can leverage GTA 6. Find some high-level data and insights in this article.

Unless you are targeting 60+ year olds, your target audience likely plays GTA

It might be tempting to think that only young men play GTA games, but that is simply untrue.

While the majority of GTA players are men, a third are women (source: MIDiA’s Consumer Survey, Q1 2024). This is a significant group considering GTA 5 alone has sold over 200 million copies.

As a franchise, GTA is approaching its 30th birthday. Like so much iconic IP that spans generations, GTA appeals to a range of age groups –– younger and older gamers, and everyone in between.

Simply put, GTA’s audience is so diverse that a significant portion of your audience (and prospects) will be engaging with GTA when it launches and beyond. 

Fans will also be engaging with media related to GTA. Expect memes, viral TikToks, and endless online discourse about all things GTA.

This is where you, the talented marketers and brands of the world, have a huge opportunity.

Reaching Grand Theft Auto players –– and resonating with them

Luckily, GTA players are easy to reach online and via traditional marketing channels.

As the consumer data and insights in the full report shows, GTA players are a goldmine for marketers and consumer brands:

• You can reach GTA players on social: GTA players are avid social media users across all popular platforms. On average they use social media for 11.3 hours per week, more than general consumers (8.2 hours) and gamers (9.0 hours)
• They are super engaged across entertainment: From TV and podcasts to online video and music, GTA players also spend more time each week on every entertainment segment we cover
• They respond to (authentic) marketing: GTA players are more likely to respond positively to (influencer) marketing, as long as it is authentic. However, the report also shows that too many ads can damage brand loyalty among the group

The bottom line: Though GTA players are chronically online, and many can be swayed by marketing and influencers (organically), not every brand will be a fit for an activation.

It is also worth noting that Rockstar, the company behind GTA, rarely partners with brands, so – like with Barbie – most activations will have to be unofficial.

That said, marketers can get cheeky, and even risky, if it fits their brand values:

• Diamond companies could tie a cheeky activation into a GTA heist, for example
• Fashion brands could lean into GTA 6’s risquétake on Miami’s aesthetic, with the full report diving into the type of branded merch that resonates best with players
• Airline companies could… never mind – that would be a PR disaster…

Our report includes key considerations to keep in mind for successful GTA activations:

• Be authentic and unserious: It is easy for gamers to spot inauthentic activations. GTA satirises society, capitalism, influencers, and marketing, so GTA players have a cynical streak to tap into. Flaunt your funny, human, and vulnerable side
• Understand the game well: Gamers can also spot bandwagon jumpers a mile away, so leverage GTA’s cultural  moment in a way that organically fits into the nuances, language, and community/ scene around the game
• Tie into your audience: A one-size-fits-all approach to reaching GTA players does not exist. Nobody knows your audience better than you, so target your personas with authentic GTA activations that work for them

The full report goes into more detail on everything covered in this blog and more. It also features plenty of actionable data, cross-entertainment insight, and examples of activation ideas to kick-start your thinking, including thoughts for:

• Music and audio companies
• Fashion and design brands
• Tourism and in-real-life (IRL) brands
• UGC brands, creators, and influencers
• Video brands (including social)