Why GTA 6 late launch may bring ‘good news’ for the video game company

Grand Theft Auto VI, or GTA 6 is delayed again but the repeated delays seems to have failed to dampen the spirits of analysts, who believe the game’s new launch window will allow publisher Take-Two Interactive to maximise its impact.

As per the official announcement, the highly-anticipated title is now set for a release closer to the holiday season next year. Take-Two pushed the title’s release from its earlier May 26 date to November 19 next year in the second public delay.

Holiday season sales advantage

Analysts argue that the delay strategically positions "GTA VI" to benefit from the crucial holiday-season surge in consumer spending, with the game expected to generate billions of dollars within the first few weeks of its release.“Releasing it closer to the holiday season allows for more opportunities to bundle with the tail end of current-gen consoles, making it more valuable to Take-Two because of the marketing dollars the console makers will be willing to invest,” said Joost van Dreunen, a games professor at NYU's Stern School of Business, while explaining a tactical advantage.Furthermore, brokerages like Jefferies noted that the delay would not result in an overall cut to Take-Two’s annual sales forecasts, as bookings projections would simply be “shift[ed] our estimates forward two quarters.”

Focus on quality amid high expectations

Game delays have become common in the industry as developers grapple with massive development costs and the high expectations from fans who demand a polished experience at launch, a report by news agency Reuters said.“They (Take-Two) need the game to be great and more time makes that more likely,” said Michael Pachter, managing director at Wedbush Securities.Despite the uncertainty, the reputation of developer Rockstar Games, known for hits like the "Red Dead Redemption" series, has prompted many users to accept the delay. According to one Reddit user, “Whatever date is needed to yield the best possible project is the date it should be released.”