Take-Two CEO on GTA 6 Price, 'Terrified' of Measuring Success — and the Door Is Open for L.A. Noire Sequel

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.

“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.”

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.

“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.”

Zelnick also confessed he feels “terrified” when thinking about how to measure GTA 6’s success — but that he and the development teams are focused squarely on crafting a phenomenal experience rather than chasing numbers.

“What we think about is making the most spectacular piece of entertainment on Earth, in history – and it’s a pretty daunting challenge. If we do that, and if we’re of service to our customers, then the upside will take care of itself.”

The CEO did cap his remarks with a characteristic quip: “I think a lot of people will be calling in sick on November 19.”

Perhaps most notably for action-adventure fans, Zelnick left the door cracked open for a future L.A. Noire sequel. “Broadly, we’re looking at doing something in the future with all of our intellectual property,” he said. “There’s nothing to announce on L.A. Noire specifically, and if there were, it would be Rockstar announcing it, not me. But with regard to our legacy IP, the teams are always looking at what we have and always thinking about it. The question is, at any given time, do we have a team that’s passionate about working on that?”

The 2021 revival of L.A. Noire was handled by Rockstar’s Studio Durham — the same team behind the Detective Chronicles mystery series — suggesting a dedicated squad has remained engaged with the property even after the remaster’s launch.

GTA 6 is confirmed for release on November 19, 2026, for PlayStation 5 and Xbox Series X/S.