The wait for perhaps the most anticipated game of all time, Grand Theft Auto 6, has spanned just over a decade since its developer, Rockstar Games, released the last entry in the series. Its 2023 reveal convinced fans it would arrive sooner than expected — but multiple delays sapped plenty of the excitement.
After years of anticipation, GTA 6 is finally almost here, set to launch on November 19, 2026, on PS5, Xbox Series X, and Xbox Series S, with no delays in sight. The hype levels are increasing yet again, and it’s undoubtedly an exciting time for the gaming industry.
Unfortunately, the build-up to launch has recently been marred not only by Sony pioneering the end of physical game discs, but also by Rockstar’s anti-consumer shenanigans during GTA 6‘s dull marketing campaign — starting with the announcement of no physical copy.
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In case you missed it, an extended look at GTA 6 will be available on August 27, 2026, on Netflix as a 6-hour exclusive, before being published by Rockstar on YouTube (and presumably other platforms). In other words, if you want to see what Rockstar has to offer firsthand and at the earliest available opportunity, you’ll need to pay for a Netflix subscription.
Now, I’m not a spokesperson for gamers, but I’m sure I’m not the only one who quite literally sees this as a way for Rockstar and Take-Two Interactive (its parent company) to kickstart paid trailers — and the reactions online are a very worrying indication of a potential new precedent.
Stop defending anti-consumer practices
Here’s the thing: you can still be excited about what is arguably the biggest game of all time, and still criticize a developer or publisher for justified reasons. I think it goes without saying that Rockstar’s Netflix exclusivity deal is one of those reasons.
Locking a game trailer or gameplay showcase behind a paywall, even if it is just half an hour, is a massive red flag for any video game company, in my view. This is an unprecedented situation where fans are the ones paying to view marketing material, the same material that would previously be free to consume at the moment it was published.
My main concern comes from the reaction online; many gamers are effectively defending the exclusivity deal, with typical statements such as “you’re only complaining because you’re broke” or “it’s not that big of a deal, it’s just 6 hours”.
Neither the price nor the amount of time of exclusivity matters, but rather, it’s the principle and what foundation Rockstar and Netflix’s move could mean for the future. It feels like Rockstar is testing the waters to see how consumers respond, and frankly, is taking advantage of gamers’ fear of missing out and the desperation to see something new in GTA 6.
There’s absolutely no benefit to the timed exclusive being locked behind a paywall for consumers, and it’s actually quite surprising to see many come to Rockstar’s defense.
I can’t help but feel like if this were any other game studio (i.e., Ubisoft) pulling this exact move, the uproar and backlash would be as loud as ever. I’m well aware that GTA 6 is a significantly bigger game than any in this generation, but that doesn’t suddenly mean we should gloss over anti-consumer practices.
This same attitude of “it’s not that expensive” or “stop moaning” was widespread when the video game price standard was raised to $70 — and now, edging closer to $80 thanks to Mario Kart World and GTA 6.
Long before that, services like Sony’s PlayStation Plus and Microsoft’s Xbox Live quickly became normalized, stripping away free online multiplayer access. Gamers overlooked that, likely due to the benefits of ‘free’ monthly games, and now there’s no going back.
That same concept is being applied here: if Take-Two Interactive, Rockstar, Netflix, and possibly other game publishers notice a massive influx of Netflix subscribers for GTA 6‘s extended look, there’s a decent chance early access to game trailers will gradually become the new normal.
It will indirectly tell publishers that consumers are okay with paying for marketing material, out of pure excitement, which is to be expected for a game as big as GTA 6. Isn’t that ugly?
This entire case explains why the gaming industry is in the state that it’s in today. Gamers accept, or rather, minimize far too many anti-consumer practices by corporations before it’s too late for them to backtrack, and we’re seeing it unfold yet again.
I’m not saying gamers shouldn’t buy GTA 6, even if you’re against Rockstar not providing a game disc and protesting against Sony’s decision. GTA 6 is the only game that I and many others won’t skip out on, as the wait for the experience has been monumental, and that’s okay.
However, that doesn’t mean you can’t still protest against the axing of true physical game copies and call out Netflix’s timed exclusivity as a step too far, especially since the full experience of GTA 6 already costs $100 via the controversial ultimate edition.
Gamers need to realize that consumers hold the power overall, as banding together against unpopular practices can lead to change — but sadly, I think many fans will continue to look past Rockstar and Netflix’s actions, simply because of their excitement, and that’s a shame.
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