The CEO of Take-Two has indicated that Grand Theft Auto VI is not going to be priced around the $100 mark when it finally arrives in November 2026
Speaking during an appearance at the Interactive Innovation Conference recently, Strauss Zelnick appeared to play down the belief that GTA VI may be one of the most expensive video games to buy on the market, noting that its the job of the publisher to charge “way, way, way less of the value delivery.” He didn’t outright confirm just how much Rockstar Games’ highly anticipated crime opus will set you back, but it sounds like we won’t be leaving our wallets completely dry come launch day.
Consumers pay for the value that you bring to them, and our job is to charge way, way, way less of the value delivery. How you feel about something you buy is the intersection of the thing itself and what you pay for it. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got.
The publisher previously stated during its Q3 2026 earnings call back in February that marketing for GTA VI is set to kick off this summer, and Zelnick also stated that generative AI has ‘zero part‘ in what Rockstar Games is building with the game. Furthermore, he also denied speculation that there won’t be any physical release of GTA VI at launch.
[Source – IGN]