GTA 6 Boss Comments on the Game's Price

Take-Two Interactive CEO Strauss Zelnick says Grand Theft Auto 6‘s price should feel “very reasonable” for the value it offers players. Few games in recent memory have generated as much buzz before release as the upcoming crime sim, and its price tag has been one of the biggest question marks hovering around it. There are just six months left to go before Grand Theft Auto 6 is out, and while it’s still unclear exactly how much it’ll cost, it sounds like it won’t be anything too egregious.

Rockstar first confirmed it was working on GTA 6 all the way back in 2022, with its first trailer coming in December the following year. Despite such a long wait, the studio has revealed precious little about the game, though that will likely change before much longer. Zelnick has confirmed that GTA 6 marketing will ramp up soon, and that news has many fans on the edge of their seats to learn just how much they’ll have to pay to play the long-awaited sequel.

GTA 6 Fans May Want to Circle May 21 on Their Calendars

Fans waiting for Grand Theft Auto 6 news may want to circle May 21 on their calendars, as Take-Two is set to host its next quarterly earnings call.

Take-Two CEO Says GTA 6 Should Cost “Way Less” than What It’s Worth

As first reported by IGN, Zelnick commented on GTA 6‘s pricing strategy during the iicon gaming executive conference, saying Take-Two aims to charge “way, way, way less of the value delivery.” The CEO did not offer any specific numbers, instead focusing on how the game’s price should compare to the experience it offers players. According to Zelnick, Take-Two doesn’t look at pricing in relation to rising costs, which would make the standard $70 range feel relatively low, but rather looks to “make sure that what people pay for it feels very reasonable.” While most fans likely would’ve preferred specifics, this direction could be good news, potentially validating the earlier leak that GTA 6 could cost $80 for the base game.

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During this talk, Zelnick also mentioned he was “terrified” of meeting GTA 6‘s lofty expectations after so much waiting and hype. That’s understandable, considering how the last GTA remains one of the best-selling games of all time and still tops charts more than a decade after its release. Those worries could be good news for those anxious about GTA 6‘s price, too. If the company’s primary goal is to sell the game at a point that feels worth it to consumers, that same game faces a high bar in living up to its predecessor, it could justify a more accessible asking price.

Jason leans against a tree at night in GTA 6.

Zelnick is far from the first person to point out how a game must feel fairly priced to be a success. A 2025 survey found that GTA 6 may make more money at $70 than $100, as going too high above the standard range could result in lost sales. Even if a higher price would be economically justifiable, given macroeconomic factors and the massive amount of resources poured into the game, that likely makes little difference if consumers don’t want to pay $100. These recent comments from the Take-Two boss seem to be hinting at that, even if they don’t mention any specifics for GTA 6 in particular.

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While some were concerned about a $100 price tag initially, that seems less and less likely as more comes out. At least two industry analysts have suggested that GTA 6 will likely cost between $70 and $80 for the standard version, with deluxe editions potentially costing $100 or more. Whatever the case may be, it will be a matter of months at most before gamers know for sure. The wait is finally coming to an end.