Take-Two CEO Says GTA 6 Will Cost A 'Reasonable' Amount of Money

Take-Two CEO Strauss Zelnick was once again asked about how much Grand Theft Auto VI will cost, this time during an on-stage interview at the iicon conference. As expected, Zelnick avoided confirming or denying fears that GTA 6 could be priced significantly higher than other games.

Instead, Zelnick reiterated that Rockstar and Take-Two's goal is to make sure customers feel they're getting more than their money's worth. 'Consumers pay for the value that you bring to them, and our job is to charge way way way less than the value delivery,' Zelnick said.

Zelnick pointed out that games have gotten cheaper over time relative to inflation, an observation that is technically true but still feels cold to consumers already struggling with rising costs across the board.

'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 continued.

The Take-Two CEO concluded by setting sky-high expectations: 'What we think about is making the most spectacular piece of entertainment on Earth, in history — and it's a pretty daunting challenge.'

Speculation about GTA 6 pricing has been rampant. Mario Kart World last year paved the way for $80 games, and researchers and analysts are divided over whether charging even more would be a smart strategy for Take-Two.

The pricing question remains unanswered, but fans can expect clarity this summer when marketing for GTA 6 is expected to officially kick off ahead of the November 19, 2026 release date.