Take-Two CEO Strauss Zelnick said the publisher's premium, full-priced console and PC games, which includes GTA VI, will remain free of unskippable advertisements. Instead, the publisher will favour contextual, in-game branding. Take-Two is parent company of Rockstar Games which develops GTA series. Zelnick also remarked he can't think of any reason an adult with console wouldn't purchase GTA VI.