GTA 6 Launch Will Hurt Rivals, Says Rainbow Six Siege Dev

The GTA 6 Effect on the Wider Gaming Market

With GTA 6 arriving on November 19, 2026, the rest of the games industry is already bracing for impact. Joshua Mills, creative director of Rainbow Six Siege at Ubisoft, recently spoke candidly about what that launch could mean for live-service games — and his honesty is refreshing.

Speaking to The Game Business, Mills acknowledged the obvious: when GTA 6 drops, pretty much everyone is going to play it — including the developers themselves. He described a dip in player numbers for competing titles as essentially unavoidable, but was quick to add that such effects are "generally temporary." Players return to their favourite games once the initial excitement settles down.

How Ubisoft Plans to Respond

Rather than panic, Mills outlined a measured approach. The key, he said, is keeping internal expectations realistic so development teams don't become anxious when they see engagement numbers slide temporarily. His advice boils down to being smart about goals and keeping leadership aligned with reality.

Ubisoft's stated "golden rule" during big competitor launches is to focus entirely on the players who stick around — treating them especially well rather than chasing those who've temporarily moved on.

"We don't go on vacation just because a competitor is swelling the market. We double down and reward those spending their valuable time with us." — Joshua Mills, Siege Creative Director

What This Means for GTA 6 Players

This kind of industry commentary is a useful reminder of just how significant GTA 6's launch is expected to be. It isn't just a big game release — it's shaping business strategies at major studios months in advance.

For GTA 6 players, that anticipation is well-placed. Check out our news section for the latest updates as November approaches.