While most of Take-Two Interactive’s games are priced at $70–which became a much more common MSRP for new releases from 2020 onwards–GTA 6 is one of a handful of titles that will retail for $80–a price that the publisher believes is “phenomenal value” for the open-world game.
Speaking to investors following the release of Take-Two’s quarterly earnings, CEO Strauss Zelnick addressed a query about how the publisher had landed on an $80 price point for GTA 6. Zelnick echoed previous statements made regarding the value proposition of GTA 6, and how the publisher is aiming to “overdeliver” on the value attached to that title.
“Our goal is to deliver way more value to consumers than what we charge them,” Zelnick said. The truth is that the real cost of a AAA video game is a whole lot lower today than it was 20 years ago. Pricing has not kept pace with inflation, and our goal is to continue to overdeliver for our consumers, because how you feel about any experience is the intersection of the experience itself and what you paid for it. We expect that GTA 6 will be an incredible bargain as experiences go, [this] is a gross understatement because Rockstar Games is known for overdelivering. Our goal is not to maximize price.”
GTA 6 launches on November 19 for PS5 and Xbox Series X|S, and unsurprisingly, Take-Two is expecting the game to boost its revenue significantly during its current financial year.
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