The upcoming launch of *Grand Theft Auto VI*, currently pegged for a November debut, is casting an enormous shadow over the entire games industry. Given the staggering hype—analysts project the title could sell 40 million copies and generate over $3 billion in revenue during its first year—many have speculated that rival publishers might strategically delay their own releases to avoid going head-to-head with Rockstar’s guaranteed blockbuster.
However, Craig Duncan, the head of Xbox Game Studios, isn’t sweating the competition. In a recent interview, Duncan noted that navigating a saturated market is standard business practice. He acknowledged that Rockstar is going to “do what they’re going to do,” but stressed that his focus remains squarely on Xbox’s internal affairs.
For Duncan, the best strategy is simply to prioritize the success of the first-party lineup. He explained that the competitive landscape isn’t defined by a single title, reminding the industry that there are “always other games” vying for players’ limited time and attention. While *GTA 6* certainly isn’t just “another game,” Xbox’s leadership seems committed to sticking to their plans rather than rearranging their schedule based on external launches.