this post was submitted on 04 Jun 2025
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There is a bit of an "arms race," where other games/entertainment could steal GTA's engagement. Eyeball time is finite, and to quote a paper, "attention is all you need."
You aren't wrong though. Spending so much seems insane when "guerrilla marketing" for such a famous IP would go a long way. I guess part of it is "the line must go up" mentality, where sales must increase dramatically next quarter even if that costs a boatload of marketing to achieve.