With GTA 6 Release Coming Up, Take-Two Boss Talks About Setting Game Prices
With Grand Theft Auto VI’s release coming up in late 2025, some are wondering if Take-Two might charge more than $70 for the game’s standard edition. After all, Take-Two was among the first major companies to up the price of its topline games from $60 to $70, and now some believe Take-Two could charge even more for the next GTA game.
CEO Strauss Zelnick was recently asked for his thoughts about “pricing dynamics” for the GTA franchise and its entire portfolio. Zelnick did not comment directly or confirm anything about the price for GTA VI, but he did discuss Take-Two’s general thoughts on pricing its products with “value” in mind.
“Look, there’s more content constantly being made available, and we really aim to deliver great value at any given time,” he explained on an earnings call. “We’re so focused on delivering more value than what we charge. And that’s sort of the rubric. And any time we establish a price, we want to make sure that it’s good news for the consumer; that the experience vastly over delivers in the context of the cost. That’s the goal.”