Rockstar has maintained a steady stream of content for Grand Theft Auto Online, with updates so substantial that they could be considered standalone titles in the past. According to Take-Two’s CEO, Strauss Zelnick, in a discussion with a gaming business outlet, the company effectively delivers new Grand Theft Auto experiences a couple of times annually through these updates. This approach has kept players hooked and contributed to the game’s enduring success.
Zelnick noted that what GTA Online offers regularly today would have been viewed as a full game 15 years ago. While the game receives weekly tweaks, the most significant updates introduce fresh storylines and elaborate heists, which likely form the backbone of his claim.
The Power of GTA Online’s Ongoing Support
Rockstar’s commitment to GTA Online has been a key driver of its profitability and popularity. The game’s microtransaction system supports Take-Two’s goal of generating continuous revenue beyond initial sales. This strategy has proven effective, with Grand Theft Auto V recently selling an additional 5 million copies in just three months, pushing its lifetime total to 215 million units.
Zelnick explained that Take-Two’s approach focuses on keeping players engaged long-term. This requires developers to consistently create, support, and promote new content. He emphasized that Rockstar has been delivering daily value to its audience since around 2014, transforming the business into a global, ongoing operation.
Ambitious Plans That Never Made It
Rockstar had even grander visions for GTA Online at one point, including a potential James Bond-inspired expansion centered on the character Trevor. While not all planned content came to fruition, the game’s existing updates have been more than enough to maintain its massive player base and financial success.
What Happens When GTA 6 Arrives?
With Grand Theft Auto VI set to launch in May 2026, questions linger about the future of GTA Online. Zelnick hinted that the online component might continue in some capacity even after the new game’s release, though no concrete details were shared. Given GTA Online’s monumental success, it’s reasonable to expect that GTA 6 will include a robust online mode, though Rockstar has so far highlighted only the story mode, featuring characters Jason and Lucia.
Rockstar’s Broader Plans and Fan Anticipation
The prolonged wait for GTA 6 has sparked a wave of memes joking about what has come “before GTA 6,” a phenomenon Zelnick acknowledged he’s noticed. While fans count down to 2026, rumors suggest Rockstar is working on additional projects, such as ports of Grand Theft Auto IV for PS5 and Xbox Series X|S, and Red Dead Redemption II for the Nintendo Switch 2. These could potentially arrive as early as late 2025, offering players more ways to experience Rockstar’s iconic titles.