June’s Top Campaign: Rockstar Games, GTA 6
Rockstar Games: Creating hype with no information
Grand Theft Auto 6 is the most anticipated game of all time. After years of delays, Rockstar Games made one of the biggest marketing moves in history with the release of the new GTA 6 logo, art and pre-order options. When Rockstar opened pre-order sales, the internet went crazy without any new information about the story, gameplay or features.
Rockstar has nailed the art of creating suspense and excitement without giving anything to the gaming community. I for one am so excited while having no clue what to expect in the game. We have heard rumours, potential leaks and have seen the first two trailers, yet there is so much more to learn.
13 Million views for a logo reveal
I mean, come on!? 13 MILLION views just for a logo. Is this craziness or does Rockstar just know we like carrots dangling in front of our faces?
This is how you do marketing. Rockstar has an incomparable reputation when it comes to gaming. They are known for their beautiful story telling, their next gen graphics and gameplay. It’s taken them decades to build trust, a reputation, authority in the business and have now reached a point where they can simply release a logo and the world goes nuts! They don’t disappoint.
When GTA 6 was originally announced, trailer one got 286 million views and trailer two got 174 million views on YouTube.
A help in hand
Not that Rockstar needs it, but they’ve had help. Content creators across the world have led the way to create more excitement for the community.
This last month alone, YouTubers and TikTokers have been pumping more and more content out every day talking about the need for a gameplay trailer. This alone is generating more excitement and need for the world.
Usually companies have to pay for influencer content, but not Rockstar. Their product reputation alone drives people to make more content which raises awareness and sales across the world. That’s the influence Rockstar created themselves.
The outcome of their marketing
$3 Billion in sales, just on pre-orders
This stat is immense, but not surprising. Everyone and their mums have bought this game on pre-order because they know what they’re getting. A gaming experience that has never been done before. The gaming community still don’t know anything about the content of the game, but they know whatever it is, it’s going to be good. That’s unmatched branding.
Just take a look at the screenshots from the game. These images are not art, ultra enhanced for advertising. They are just screenshots from the game.
What’s next?
Marketing is expected to continue over the summer. Rockstar has probably had the strategy finalised for years and the plan is being implemented now.
I would like to see a gameplay trailer next and to be honest, I think that could be the last phase of their marketing. Getting to see exactly what to expect in the game, how it looks, performs and all of the mechanics in the game will get the audience more excited than ever.
What can we learn from Rockstar?
The one thing we know for sure is that not many companies can market this way. Everything I have described is a result of decades of worldwide trust, good reputation and customer satisfaction.
Many companies will say “we have this too” but be honest, it’s on a much smaller scale. This means businesses need to focus on the customers and audience they have now. Provide excellent products and services, give the people what they want and deliver the best you can. Don’t try and replicate a major player in the business, it won’t work for your company.
If your business is launching a new product then create that suspense with your audience and customers. Make it exciting and create that need people get when they are already in love with your company.
You can do this by being a little secretive but there is also a fine line before people get bored and stop taking notice.
