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Take-Two CEO Hints at Fair GTA 6 Pricing, Teases L.A. Noire Future
At the iicon conference, Take-Two CEO Strauss Zelnick said GTA 6 won't carry a super-premium price tag, emphasizing value-driven pricing. He also teased possible future projects for L.A. Noire.
Key update
Take-Two CEO Strauss Zelnick has addressed speculation around Grand Theft Auto 6's pricing strategy, suggesting the game won't carry a super-premium price tag. Speaking at the iicon conference, Zelnick discussed value-driven pricing and hinted at possible future developments for legacy franchises like L.A. Noire.
Why it matters
According to Zelnick, Take-Two's pricing philosophy centres on delivering value rather than maximising profit margins. '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 explained during the conference.
What to watch
The CEO emphasized that consumer satisfaction depends on the intersection between product quality and fair pricing. 'Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got,' Zelnick said.
Context
His comments appear to counter industry speculation about premium pricing for the highly anticipated title, which has been delayed multiple times since its original announcement. Some analysts had predicted GTA 6 could break the $70 barrier and launch at $80 or even $100.
Bottom line
Zelnick referenced how game pricing has remained relatively stable compared to inflation rates across other industries. Major releases have maintained $60-70 price points for over a decade despite broader economic changes.
Update 6
'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,' he explained.
Update 7
When asked about measuring GTA 6's success, Zelnick admitted he's 'terrified' of the question but remains focused on quality delivery. 'What we think about is making the most spectacular piece of entertainment on Earth, in history — and it's a pretty daunting challenge,' he said.
Update 8
He also made a lighthearted comment about the game's anticipated impact: 'I do think a lot of people will be calling in sick on November 19.'
Update 9
Addressing questions about Take-Two's legacy intellectual property, Zelnick provided cautious optimism for L.A. Noire fans. 'Broadly, we're looking at doing something in the future with all of our intellectual property,' he stated.
Update 10
However, he stopped short of confirming any specific projects. 'There's nothing to announce on L.A. Noire specifically, and if there were, it would be Rockstar announcing it, not me,' Zelnick clarified.
Update 11
The CEO explained that development decisions depend on team passion and capacity. 'The question is, at any given time, do we have a team that's passionate about working on that?' he said, suggesting future L.A. Noire content remains possible but unconfirmed.
Update 12
GTA 6 launches November 19, 2026 exclusively on PlayStation 5 and Xbox Series X/S, with no PC version confirmed. The pricing question remains one of the biggest unresolved mysteries surrounding the most anticipated game in history.