Take-Two CEO Addresses GTA VI Price Rumors

Take-Two Interactive CEO Strauss Zelnick addressed speculation over the price of Grand Theft Auto VI during a recent industry conference, emphasizing that the company aims to deliver exceptional value while ensuring the cost feels reasonable to consumers. The highly anticipated open-world game from Rockstar Games is set for release on November 19, 2026, for PlayStation 5 and Xbox Series X/S.

Zelnick, speaking at the iicon conference, pushed back against rumors that the title could cost $100 or more. "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. "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." He added that the company focuses on creating "something amazing" rather than adjusting prices based solely on inflation or development costs, noting that major games have held steady at $60 to $70 for over a decade.

Rockstar confirmed the November date last November, delaying the game from a prior May 2026 target to allow additional polish....