Take-Two CEO Strauss Zelnick reaffirmed at the iicon conference that Grand Theft Auto VI's price will feel 'very reasonable' to consumers, framing it as charging less than the value delivered.
Part 1
Speaking at the iicon conference currently underway, Take-Two Interactive CEO Strauss Zelnick addressed the ongoing conversation around Grand Theft Auto VI's price point — and stuck to a familiar script. 'Consumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery,' Zelnick 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 less than it was worth.'
Part 2
The remarks come as speculation swirls around whether GTA 6 could command a premium price tag of $80, $100, or more — a conversation that has intensified since Rockstar Games delayed the game twice, most recently to November 19, 2026. While Zelnick stopped short of confirming any specific price, the implication was clear: Take-Two believes whatever it ultimately charges will represent outstanding value for money.
Part 3
The iicon appearance also saw Zelnick confirm that marketing for the game will begin 'soon', aligning with what Take-Two executives have signalled in recent earnings calls. Rockstar has maintained near-total silence since the second delay was announced in June of last year, but the industry consensus is that a new trailer could be imminent. With Take-Two's next earnings call scheduled for May 21, fans are now watching for a potential third trailer reveal in the coming weeks.