Why announcing a delay before Trailer 2 is Rockstar's secret to effective PR

Rockstar Games has officially confirmed a delay for Grand Theft Auto VI, which is now scheduled to come out on May 26, 2026, rather than in the originally planned Fall 2025 timeframe. Although a lot of fans are disappointed, it's the kind of move Rockstar has made a habit of making: delaying releases so that the company can meet its high standard of quality. Revealing the delay prior to Trailer 2 might actually play in Rockstar's benefit, and here's how.


Timing is everything when it comes to fan expectation management, particularly when there are delays. By telling fans about the delay ahead of releasing Trailer 2, Rockstar provides fans with a head start to absorb the disappointment. The openness enables the company to state the cause of the delay, usually to polish the game and make sure it is up to their standards.
While it is difficult to accept a delay, making the announcement prior to releasing the trailer enables Rockstar to change the topic and anticipation. The fans have time to adjust and acclimatize to the additional wait, putting realistic expectations in place before the release of the trailer. If Rockstar were to put out Trailer 2 first and then announce the delay, it would overshadow the hype and buzz created by the trailer, leaving possible disappointment in place of enthusiasm among fans.
This strategy is in line with Rockstar's method used with Red Dead Redemption 2 (RDR2), where delays were sequentially taken over by robust communication and promotional content. Indeed, RDR2 was delayed multiple times yet created enormous hype upon the eventual release of the end product. Fans saw the delays as worthwhile for quality, and the end result was beyond expectation, making the wait altogether worthwhile.

With the delay now confirmed, fans can expect to see Trailer 2 in the near future. Rockstar Games has a track record of keeping momentum going with solid promotional content, and with the new release window scheduled for May 2026, it's safe to say that Trailer 2 will be released soon to re-spark excitement. Considering the trend of the industry teasing major games with a series of trailers, Rockstar should be no different in releasing new content within the next few months to maintain the hype.
By releasing Trailer 2 ahead of schedule, Rockstar might further fuel interest and keep fans waiting with bated breath. This action would be in line with the marketing tactics observed in their past major titles, in which trailers are released at a strategic time to keep long-term hype going. With GTA VI being among the most highly awaited games globally, fans can have confidence that additional content is bound to be imminent, giving us a glimpse into what is set to be an incredible experience.
This release timing strategy keeps the game at the forefront of the public imagination and makes sure that despite the long wait, Rockstar never loses the enthusiasm for GTA VI. The fresh trailer will offer fans a glimpse of what lies ahead and sustain the excitement level until the release of the game.
Also Read: GTA 6 pushed to 2026 and if RDR2 taught us anything another delay could follow