Grand Theft Auto 6 is set to launch on November 19, and it’s a fairly safe bet that it will be the biggest game launch of all time.
The “extended look” preview of GTA 6 in August was viewed over 31 million times on Netflix in four days, and Sensor Tower reports that the game has already been pre-ordered by more than 5.6 million people, with the vast majority plumping for the pricey $100 ultimate edition. The firm estimates GTA 6 has already generated more than $550 million in revenue, even though the game’s actual launch is still well over a month away.
The gravity well of GTA 6 is so great that it has caused major publishers to scurry as far away from its pull as possible. Xbox has pushed Fable back from Q3 2026 to February 2027, for example, while Cloud Imperium said it bumped the oft-delayed Squadron 42 into next year to avoid “the attention buzz saw of GTA 6”.
But a few companies are choosing to launch to take a stand against Rockstar’s crime blockbuster.
“I’m not going to lie, [launching alongside GTA 6] is a statement,” says Blazej Zywiczynski, the CEO of Fairy Mount, which is releasing the strategy title Flame, Forest and Flood on November 19.
“This is Barbie versus Oppenheimer. On the one hand, you have a decades-old, established franchise with millions of squealing fans that grew up with it. On the other, you have a completely new title made with love and care by experienced developers.”
Flame, Forest and Flood isn’t exactly a comparable experience; Zywiczynski describes it as “a multiplayer strategy game for gamers and non-gamers of all ages”, while GTA 6 is, well, GTA 6. But he feels that his game offers something that Rockstar’s crime romp does not, and targets a different set of players.
“Unlike GTA 6, we’re actually introducing new gameplay, never before seen in games,” Zywiczynski says. “And while we won’t let the players shoot a grandma in the face, we will give them a game they can play with their grandma. GTA 6 and FFF are catering to very different audiences, on different platforms, with different aesthetics and sensibilities.”
The Fairy Mount boss says that launching alongside GTA 6 is about “making a stance for the small gamedev scene”, adding that he isn’t phased that GTA 6’s budget – which is reportedly well over $1 billion – is “literally 40,000 times bigger” than his title’s.
“That doesn’t intimidate us in the slightest,” Zywiczynski says. “Why should we just give up the entire month of November to a car thief simulator with a massive case of scope creep?”
Worth a try
Another game that is launching almost entirely in opposition to Grand Theft Auto 6 isVolvy’s Adventure: Reslimed; in a blog post, publisher Devolver Digital described Volvy’s Adventure as the games industry’s “biggest release on November 19”.
Developed by Doinksoft, the title stars Devolver’s 1990s-platformer-inspired mascot, which the label created for Summer Game Fest 2023. The game’s Steam page describes it as “a spectacular remaster of the original remake of the unreleased action-platformer starring the most famous video game mascot of all time”, so it’s fair to suspect this is a slightly less than serious endeavour.
“We figure there’s at least a gap there, even if GTA will be gobbling up all of the available bandwidth”
When asked why Devolver is launching this game on November 19, brand strategist Robbie Paterson replies: “Why not?”
“Grand Theft Auto 6 isn’t launching on Steam alongside PS5 and Xbox, so we figure there’s at least a gap there, even if GTA will be gobbling up all of the available bandwidth from a PR perspective,” he tells GamesIndustry.biz.
“It’s also an opportunity for us to have some fun with the idea that our plucky mascot is the only thing with enough clout to go up against the biggest video game launch in over a decade.”
Attention seeker
When Grand Theft Auto 6 launches, it is likely to dominate everything for a good while; traditional media outlets will be doing reviews, guides, and an infinite number of think pieces on the blockbuster, while influencers will no doubt be streaming the game en masse. As such, it’s going to be hard to garner any attention if you are a smaller studio.
“Cutting through isn’t so much of an issue when you confidently state that you’re releasing on the same day as GTA 6,” Paterson says. “We’re lucky in the sense that Devolver has built up just enough of a reputation that a few people take notice of that. You can expect to see Volvy popping up in various ways in GTA’s wake as we play cat and mouse with their marketing. It remains to be seen what kind of competition we can expect on Steam come November 19, but hopefully Volvy fans old and new turn up in droves to support their old pal.”
In addition to being a renowned indie publisher, Devolver boasts marketing prowess that other independent developers, such as Fairy Mount, don’t share.
“We are everything that GTA is not”
“There’s certainly a lot of noise around GTA 6. And yes, out-screaming them would be kind of hard, but why would we do that?” Zywiczynski says. “I don’t think more noise is what people want. In fact, we want to offer them an alternative to the noise. We are everything that GTA is not. A cosy experience on PC they can share even with their gaming and non-gaming friends, kids, significant others. No noise. Just pure, smart fun. There are a lot of people who are looking for exactly that.”
He continues: “If we wanted to make some noise, we’d do it in style. I’d invite Sam Houser to come face me in a karaoke joint of his choice. CEO to CEO. I’m pretty sure the code prevents the CEO of Rockstar from declining a rock-off challenge.”
Asked about his sales expectations for FFF, Zywiczynski says that it isn’t “particularly smart” to have these “in a market as crowded as ours”. But he argues the industry’s economics mean his smaller title is, in some ways, a safer bet than a blockbuster like Grand Theft Auto 6.
“If the reported budget of $2 billion for GTA is true, they will have to sell over 28.5 million copies at $100 a pop in order to break even,” he explains. “For FFF, that number is well below 10k copies at a much lower price. Even if every single owner of a current-gen console bought GTA 6, their ROI will barely reach 5x. FFF gets there with around 30k copies sold. This raises serious questions about the sustainability of budget-blown AAA as a whole. How many games out there can confidently bet on selling 30 million copies? Elden Ring would barely recoup. Assassin’s Creed does half of that on only some entries.
“There’s also another interesting matter here, namely where the money goes. You can spend $100 on GTA 6, out of which literally $0 will go back to the developers in the trenches. Or you can spend it on five-to-ten amazingly varied, experimental, envelope-pushing games where 70% or more of your money will go directly to the developers, helping them make more great games in the future.”
When asked the same question, Devolver’s Paterson jokes that “obviously we want Volvy to overtake GTA 5 as the biggest video game launch of all time.”
He continues: “But we’re also realistic. This is primarily an opportunity for Devolver and Doinksoft to launch a great game that we’re all proud of while having some fun along the way. We’ve been delighted by the response so far, so who knows – if Volvy makes it onto the top sellers list, then maybe a statue will be in order.”
Risky manoeuvre
Speaking to GamesIndustry.biz, analysts argue that launching alongside Grand Theft Auto 6 is probably not a good idea.
“Any console announcement or release that week will largely go unnoticed,” says Joost van Dreunen, CEO of analyst firm Aldora and author of the SuperJoost Playlist newsletter. “GTA 6 creates its own attention vortex, and in an already cluttered marketplace you’d be burning marketing dollars for nothing.”
Louise Wooldridge, senior research manager at Ampere Analysis, adds that “generally speaking” it’s “probably not” a good idea, but “mainly for companies who are competing for the same player”.
“Although GTA is seemingly ubiquitous – transcending media – there is still an audience out there that is not interested in it and probably will not play it,” she continues.
“Naturally, a title that sits within a more niche genre – like a strategy, cosy, or family-focused game – could coexist with GTA 6 much more easily than an open-world action-adventure title where overlap is likely to be significant.”
“There is still an audience out there that is not interested in it”
Wooldridge says that “the vast majority” of Grand Theft Auto 5 players come from other massive action games, such as Fortnite and Call of Duty.
“Far fewer flow into the game from narrative-driven single-player content,” she explains. “And while the attention around GTA 6 suggests it will – at least to begin with – surpass the reach of GTA 5, it is unlikely to massively disrupt titles that have very little in common – whether that’s genre, theme, play style, or scale.
“There is also the take that GTA 6 is going to expand the market. The massive hype around the game could re-engage lapsed gamers with the medium, and some of this increased attention and engagement could spill over into other titles.”
PC ploy
Both FFF and Volvy’s Adventure: Reslimed are launching on Steam, whereas GTA 6 is launching on PlayStation 5 and Xbox Series X/S. Rockstar’s crime romp will come to PC at some point in the future, but for the time being, the PC is a GTA 6-free zone.
“Unlike console publishers, those on Steam will not face the full impact of GTA 6’s launch. It’s certainly a chance to capture attention and establish engagement before GTA 6 eventually reaches the platform – a window of opportunity,” Wooldridge says.
“This opportunity is particularly strong for titles that are distinct from GTA 6 and offer an alternative experience.”
Van Dreunen adds: “There’ll be some spillover on PC and possibly mobile in terms of overall attention, but those markets are different enough to stay fairly insulated from any console release, even GTA 6. It’s a bit like publishing a hotly anticipated fantasy novel and expecting it to pull readers away from the self-help section. It won’t.”
Regardless of whether it’s a good idea or not, what can developers launching against GTA 6 do to cut through the noise?
“The sensible move is to stay out of the channels GTA 6 will inevitably dominate,” van Dreunen says. “For a smaller outfit, leaning into your own community goes a long way toward staying clear of the noise. There’s no point trying to outgun a company with an obviously bigger gun.”
“It’s a bit like publishing a hotly anticipated fantasy novel and expecting it to pull readers away from the self-help section”
Wooldridge’s advice is similar, but distinct; she argues that it’s “not possible to ignore Grand Theft Auto 6, so the launch strategy should be designed around GTA rather than trying to pretend it simply isn’t happening.”
“Don’t position your game in the same frame as GTA 6, emphasise what GTA 6 is lacking or doesn’t offer,” she continues.
“Focus on genre, tone, or play style differences that make your game distinct. Differentiating the proposition is key. Also, exploit the platform gap! Perhaps that means putting disproportionate effort into Steam marketing and visibility.
“It’s also important to start building momentum in the weeks leading up to November 19.”
She concludes: “Once GTA 6 lands, it will be hard to be heard above the noise, so use the time before – and even the weeks after – to build awareness and interest.”
