Rockstar Games
The CEO of Rockstar Games parent company, Take-Two, has shared a big update on GTA 6’s price point ahead of the title’s November release.
GTA 6 is finally set to release on November 19, 2026 after many years of anticipation, and fans are eager to return to Vice City and explore the state of Leonida.
While pre-orders have yet to be announced, a big marketing push is confirmed to begin in the summer, likely with new trailers and gameplay info.
Fans have also been eagerly awaiting news on GTA VI’s price tag, as there have been numerous rumors about the game costing $100 or more, especially considering how much time and money was spent developing it.
On April 28, Take-Two CEO Strauss Zelnick shared details during the Interactive Innovation Conference and suggested that GTA 6 won’t actually have an ultra-premium price tag attached to it.
Rockstar Games
Take-Two CEO says GTA 6 will be ‘reasonably’ priced
At the conference, Zelnick addressed GTA 6’s price, hinting that it’ll be worth the amount of value the game brings to the table.
“Consumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery,” he said, as per IGN. “How you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got.”
Zelnick also claimed that games have gotten cheaper over time as games continue to be priced at $60-$70, compared to how inflation has affected other goods in the economy.
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Rockstar Games
“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. Instead, we look at…how do we deliver something amazing, and how do we make sure that what people pay for it feels very reasonable.”
Zelnick had previously urged GTA 6 fans to be patient, because it will be “worth waiting for” – something he somewhat reiterated during the conference.
“What we think about is making the most spectacular piece of entertainment on Earth, in history – and it’s a pretty daunting challenge. If we do that, and if we’re of service to our customers, then the upside will take care of itself,” he remarked.
We’ll have to see what the future holds and just what GTA 6 is priced at, but given some leaks that have since been confirmed, the next Grand Theft Auto title has some big plans gameplay-wise.
Reputable leakers and insiders have even claimed that GTA 6 will do things that no other developer will be able to match for 15-20 years.
It’s no surprise that Zelnick went on to quip that many people will be calling in sick from school and work once GTA 6 launches.
