And you don’t get a bigger moment than this, not just for video games but for the whole of entertainment. There were GTA fans organising watch parties for this trailer, there were media outlets and YouTubers planning live streams, reaction videos, podcasts, articles… a game reveal, particularly one of this scale, is a community event and an opportunity for fans to come together around a single moment. In today's world, the marketing campaign and all the elements associated with it are an extension to the game itself. The first time that players 'experience' GTA 6 isn't when they boot up the game, but when they see that first screenshot, or that logo, or the trailer. This isn't how Grand Theft Auto 6 was meant to be shown to the world. But it's one thing to leak the existence of a game, and quite another to share actual material and videos related to it. Some of my peers in the media argue that this is all just an advert, and that bemoaning leaks is just doing the marketing department's job for them. The trailer dropped late in the evening for those in Europe, so most of those fans won't have seen it until the morning It was a disappointing start to a significant week for the video games business when it comes to new game announcements. And the media was forced to hastily reschedule their planned coverage as they rushed to share the news with their readers. The trailer dropped late in the evening for those in Europe, so most of those fans won't have seen it until the morning. But this isn't what was supposed to happen. Rockstar was forced to react and put the video out officially, and the reception to the 90-second trailer has been very positive. After last year's disappointing hack that exposed 90 work-in-progress gameplay videos, the highly anticipated trailer, which was due to debut later today, found its way onto the internet 14 hours early. This week is less about angering social media, and more to do with another leak around the highly anticipated Grand Theft Auto 6.

Hell, they can't even port Red Dead Redemption to other platforms without evoking the wrath of the internet. For a developer that's only put out two original games in the past ten years, they sure have had plenty of fires to put out. The Rockstar PR team must be wondering if they will ever catch a break.

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