Rockstar has partnered with streaming giant Netflix to advertise Grand Theft Auto VI in what is almost certainly a marketing first within the world of video games.
In an advertisement for its upcoming advertisement, the Take-Two Interactive subsidiary confirmed Netflix members will be treated to a marketing beat called ‘Grand Theft Auto VI: An Extended Look’ on August 27, 2026.
As noted on the Rockstar website, the advertisement will remain exclusive on Netflix for six hours before heading to YouTube and the official GTA VI website..
“Grand Theft Auto VI: An Extended Look will premiere on Netflix Thursday, August 27 at 3pm ET and will also launch on the official Rockstar Games YouTube channel and the Grand Theft Auto VI site at 9pm ET on August 27,” said Rockstar.
What will the preview include? Based on the scant ‘more details’ listed on the Netflix page teasing the promotion, we know it will feature ‘cars’ and purportedly be both ‘rousing’ and ‘imaginative.’
More seriously, it will be interesting to see whether we’ll eventually look back on this moment as the beginning of a new era of advertising partnerships between major publishers and streaming platforms like Netflix, Disney+, Amazon Prime, HBO Max, and more.
Netflix and Take-Two previously partnered to bring classic GTA titles to Netflix Games.
Grand Theft Auto VI is currently slated to launch on November 19, 2026. The long-awaited sequel will retail for $80—although an Ultimate Edition is being made available for $99.99—and is expected to help Take-Two deliver over $8 billion in net bookings during the current fiscal year.
Before that happens, however, Rockstar must navigate an employment tribunal in the UK after being accused of union busting by a group of workers who were ousted from the studio last year. Rockstar claims those employees were fired for leaking confidential information.
The tribunal will run from September 10 to October 15, 2026.