Take-Two Promises a Fair Price for GTA 6

Take-Two Interactive CEO Strauss Zelnick has addressed rumors suggesting that GTA 6 could launch at a higher price point than gamers expect. According to Zelnick, the price will be fair, and the company’s goal is to deliver more value to players than what they pay for.

He noted that the exact price will be announced at a later date, but Rockstar typically launches games at a premium price (often with special editions available), followed by gradual price reductions to reach a wider audience.

It’s worth noting that rumors have suggested GTA 6 could cost between $80 and $100. According to Epyllion analyst, this could actually benefit the gaming industry as a whole.

“Our goal always is to deliver more value than what we charge, so we’ve had variable pricing at the company forever. As you know, the approach of the industry is to launch at a premium price, sometimes with special editions, and over time, typically to reduce the price to enhance the overall size of the market. We do the very same thing. I think, probably more than most, we’re highly focused on making sure that the experience is great, not just because the game itself is great, but also because consumers have paid a fair price for it,” Zelnick said.

For example, Take-Two recently released Mafia: The Old Country at a $50 price point, which was well received by players.

GTA 6 is set to launch on May 26, 2026, for Xbox Series X/S and PS5.

As a reminder, Take-Two Interactive recently shared updated sales figures for its GTA and Red Dead Redemption franchises.