Take-Two CEO Strauss Zelnick has said that GTA 6 will have a “fair price” when the game releases in 2026.
Following a question from Variety ahead of Take-Two’s recent quarterly earnings report, the outlet asked Take-Two boss Strauss Zelnick about $80 games and what that means for GTA 6.
According to Zelnick, that announcement will come from Rockstar Games, the developer behind GTA 6, in due time.
“Our goal always is to deliver more value than what we charge, so we’ve had variable pricing at the company forever. As you know, the approach of the industry is to launch at a premium price, sometimes with special editions, and over time, typically to reduce the price to enhance the overall size of the market. We do the very same thing. I think, probably more than most, we’re highly focused on making sure that the experience is great, not just because the game itself is great, but also because consumers have paid a fair price for it,” Zelnick said.
So to put it bluntly, Zelnick dodged the question pretty perfectly (hurrah for training), diverting the question from the actual price point to the value to customers.
Will GTA 6 Release at the $80 Price Point?
Frankly, I find it hard to believe that GTA 6 won’t release at $80. Nintendo has already got the accolade for being the first publisher to make that plunge, and while Microsoft recently pulled back on their price increases, Take-Two won’t want to miss out on another 14% increase, especially for a game like Grand Theft Auto that is going to sell at that price point regardless.
Will other publishers follow suit with $80 games after GTA 6? I’d argue yes, and while Microsoft’s decision to revert their price points suggests otherwise, I believe it was a strategic move based on their current game pipeline and the issues the company is currently facing.
Another common rumor floating around is that GTA 6 will launch at $100, and while I don’t think that will be the case, they’ll almost certainly have an edition to tempt us, and likely go beyond that price point.
What do you think of GTA 6 costing $80 is a fair price? Do you think it will be justified, and what do you think of other games following suit? Let us know down below, and join the discussion at the Insider Gaming forums.
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Tom Henderson is Insider Gaming's Co-Founder and Editor-In-Chief. When he's not running one of the industry's leading independent video game websites, he's probably playing an FPS like Call of Duty,…
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