GTA 6: The 'Most Valuable' Entertainment IP?

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2026-05-19 06:41:00 -

GTA 6: The 'Most Valuable' Entertainment IP?

With Grand Theft Auto 6 now roughly six months from its scheduled November 19 launch, Take-Two Interactive CEO Strauss Zelnick has once again reflected on the towering cultural and commercial significance of the franchise. In a recent interview, Zelnick described Grand Theft Auto as what “most people believe … is the most valuable entertainment IP ever created,” while acknowledging that others...

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