Take-Two CEO Strauss Zelnick declined to disclose a specific price for Grand Theft Auto 6 during a recent discussion at the iicon conference in Las Vegas [1, 2]. He said the company’s goal is to charge “way, way, way less of the value delivery,” underscoring a focus on offering substantial entertainment value at a fair cost [1, 2].
Zelnick emphasized that consumers need to feel the game itself is "amazing" and that the price they pay is “fair or reasonable” for what they receive. "Consumers pay for the value that you bring to them," he said, "and our job is to charge way, way, way less of the value delivery" [1].
He pushed back on the idea that GTA 6 should cost more than $70 in the US market, although how explicitly he addressed this varies between sources. One report noted Zelnick disputed rumors of a price above $70 in the US, while another said he spoke about pricing more generally without setting a $70 ceiling [1, 2].
Zelnick criticized raising game prices simply to match inflation, calling the approach unconvincing: "If you look at it through that lens, that doesn’t make a whole lot of sense. But that isn’t the lens through which we look" [1, 2].
He assured fans that Take-Two aims to create "the most spectacular piece of entertainment on Earth, in history" with GTA 6, signaling high ambitions for the title [1, 2].
Reports last year suggested GTA 6 might retail for $100, a figure Zelnick’s comments appear to counter [1]. The game is expected to launch on Xbox Series X/S and PlayStation 5 platforms on November 19th [1].
Further pricing details are expected as the release date approaches and more official announcements are made.
