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"I've been asked by investors whether we need to spend marketing dollars given the scale of the intellectual property and its reach and the sentiment," he says. "And the answer is of course we need to market it."

We should expect "a very significant broad based marketing campaign that reflects where audiences and attention is today," which is to say it won't resemble the approach taken for GTA 5 back in 2013. "13 years ago we were still buying network television. We won't be buying a lot of network television."