United Kingdom, Feb. 5 -- Grand Theft Auto VI (GTA VI) will have "delicate" yet "challenging" marketing, Take-Two Interactive boss Strauss Zelnick has said.

The upcoming action-sandbox blockbuster is due to launch in November 2026, and Zelnick has now confirmed marketing for GTA VI will ramp up in the summer.

Even so, the Take-Two head has stressed the publisher and its developer Rockstar Games need to be careful with how the game is advertised.

Speaking with CNBC, Zelnick said: "We announced that we have marketing beats coming this summer, and we don't spend money on marketing until we're pretty close to release."

The Take-Two CEO said of the marketing for GTA VI itself: "It is a challenge, because we want the product to be authentic...