Grand Theft Auto III is remembered for more than its open-world gameplay. Its segmented cover, built from illustrated panels of characters and vehicles, became one of the most recognisable designs in video-game history. However, that artwork was not the game’s original planned cover.
The final design was created in response to the September 11, 2001 terrorist attacks, only weeks before GTA III launched. With the attacks still fresh, parts of the original artwork no longer seemed appropriate for release.
Former Rockstar vice president and lead writer Dan Houser explained that the earlier cover included burning buildings. Although that imagery would ordinarily have been acceptable for the game, its meaning had changed dramatically in the immediate aftermath of 9/11.
A cover redesigned in just two evenings
Artist Stephen Bliss produced the replacement artwork in approximately two evenings. The result introduced the familiar grid of separate square illustrations, a visual approach that was intended as a rapid solution but ultimately became a defining part of the Grand Theft Auto identity.
Houser said the segmented squares became iconic specifically because the original artwork could not be released after 9/11.
The rushed redesign was not the only adjustment made to GTA III. Some content was removed, a few lines of dialogue were edited and the team carried out a quick content review. Houser also previously explained that police cars were recoloured as part of the changes.
From emergency replacement to pop-culture symbol
What began as a last-minute response became one of the series’ most enduring design signatures. Over time, the illustrated panels, logo and overall visual language spread beyond the games themselves, appearing in online videos and inspiring unofficial clothing sold at major tourist destinations.
That wider recognition reflects how firmly GTA has entered popular culture. The cover format is now immediately associated with the franchise, despite having been developed under unusually difficult circumstances.
For more stories about influential game design and the wider arcade industry, visit RETROCADE’s Arcade Blog and explore the latest arcade videos.
The game that changed Rockstar’s fortunes
Grand Theft Auto III became a huge commercial success for Rockstar Games and Take-Two Interactive. Houser recalled that Take-Two was close to economic failure in early 2001, while the development team was struggling to finish the game.
The project also received a muted response at E3. Despite the team’s belief that it was creating something special, few people appeared interested when the game was shown on the exhibition floor.
That changed after its October 2001 release. Sales built steadily from launch through Christmas and into early 2002. Rather than relying on one exceptional week, the game continued selling consistently, eventually turning Rockstar into a household name and helping secure Take-Two’s future.
The franchise’s visual tradition will continue with Grand Theft Auto 6, scheduled to arrive on Xbox and PlayStation on November 19. Readers comparing classic game presentation with modern home setups can also browse RETROCADE’s arcade machines, bartop arcades and arcade machine buying guide.
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