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In 2022, Bloomberg highlighted how “Rockstar Games worked to transform its frat-boy culture – and Grand Theft Auto in the process.” The studio implemented several changes, including reduced crunch time, progress in closing the gender pay gap, and the introduction of its first playable female character, Lucia, a Latina. Now, with the release of the second trailer for Grand Theft Auto 6, we can see that the game’s marketing approach has evolved from past entries.
To compare, we can look back at the marketing for the blockbuster GTA 5, which debuted in 2013. The initial trailer was released in 2011, followed by a second one in 2012. Those trailers showcased three protagonists and featured significant voiceover from Michael de Santa (voiced by Ned Luke), a career criminal undergoing a Tony Soprano-style midlife crisis while seeing a therapist. The focus was primarily on high-octane action, with electrifying car chases and a major criminal operation that highlighted the collaboration among the three main characters, although Michael dominated the screen time.
The humor typical to the series, which often takes jabs at right-wing subjects, was not prominently presented, nor were the trailers focused on the more controversial depictions of women and sex workers. Instead, it was evident that the protagonists were portrayed as antiheroes. While players might control their actions, the game made it clear that these characters were morally complex, catering to those ready to indulge in crime without necessarily agreeing with the characters’ choices.
In contrast, the early marketing for GTA 6 leans towards character-driven drama rather than just action sequences. The trailers present Jason and Lucia as antiheroes, but they come across as surprisingly relatable, especially Lucia.
The first trailer of GTA 6 prominently features Lucia, opening with a character-building moment as she speaks with what seems to be a prison social worker. This stands in stark contrast to the chaotic introduction of the second GTA 5 trailer, which starts with two unnamed women arguing amid the backdrop of Michael’s voiceover. Given that Lucia is one of the lead characters, this characterization is fitting; she is depicted as sympathetic, reminiscing about her “bad luck” that led to her imprisonment.
The second trailer goes further, delving deeper into the personalities of Jason and Lucia. While Jason may initially appear less likable—punctuated by a scene where he strikes a Black cashier as part of his work for a landlord—subtle interactions reveal a more nuanced bond between the two. Moments shared, like picking Lucia up from prison and relaxing together in her apartment, evoke a sense of support and camaraderie, urging players to root for them.
Another notable shift in GTA 6 marketing is the portrayal of police violence. In GTA 5‘s first trailer, police were depicted as antagonists in a detached manner, while the recent trailer dedicates time to illustrate police brutality within the game’s world. In one scene, as Jason drives through the city, an arrest unfolds in the background, showcasing multiple Black suspects being apprehended forcefully. A police officer is seen emphasizing the need for cops to “protect each other,” suggesting a gang mentality among law enforcement, with an undercurrent hinting at systemic racism.
In GTA 6, the portrayal of this corrupt police culture intertwines with Lucia’s narrative. Additionally, this latest trailer features a satirical ad for “Phil’s Ammu-Nation,” where the shop owner boasts, “We got more guns than the law allows!” amid frivolous imagery. It’s evident that the ad aims to criticize the extreme gun culture often associated with American patriotism.
While full access to GTA 6 is still a year away, the early trailers clearly convey specific themes Rockstar aims to highlight. They counter the notion of trust in the police, critique hyper-masculine gun culture, and position Lucia as a relatable hero. This representation of a Latina character grappling with circumstances leading to her imprisonment seeks to generate empathy rather than judgment, suggesting a complex narrative filled with depth.
This marks a significant shift for the GTA franchise, hinting at a richer and more intriguing storyline ahead.
This rewrite maintains the original ideas while rephrasing and restructuring them for clarity and coherence.
