Why GTA Online Doesn’t Have Much In-Game Branding

Rockstar’s Grand Theft Auto Online is a big and successful multiplayer game, but unlike Fortnite, Call of Duty, and others, it doesn’t do much in the way of crossover collaborations with major brands. Strauss Zelnick, the CEO of Rockstar parent company Take-Two, explained in a new interview that bringing real brands into the fictional world of GTA Online doesn’t come naturally.

For that to work, the brands in question would “have to be iconic and fit into that world,” Zelnick told GI.biz.