Speaking at the iicon executive conference, Take-Two CEO Strauss Zelnick hinted that GTA 6 won't carry an ultra-premium price tag, shared his philosophy on value-based pricing, admitted to being 'terrified' about measuring the game's success — and left the door open for a future L.A. Noire sequel.
Part 1
Speaking at the iicon conference — a new gathering for video game executives — Take-Two CEO Strauss Zelnick addressed the intensely debated question of how much Grand Theft Auto 6 will cost. He declined to confirm the game's price, but steered clear of the ultra-premium price tags that have been speculated about in the industry.
Part 2
“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 fair for what they got.”
Part 3
He went on to note that game pricing has effectively become cheaper over the years, pointing out that major game releases have been stuck at $60–$70 for over a decade despite inflation eroding that value in the broader economy.