Take-Two refuses to comment on GTA 6 pricing, but says it'll be 'more value than what we charge'

Daily Mirror

3 days ago

Take-Two Interactive CEO Strauss Zelnick has spoken out about the pricing of GTA 6, though he was hesitant to make any concrete statements on the matter.
The boss of Take-Two Interactive has remained tight-lipped on the potential price tag for the much-anticipated GTA 6, as fans anxiously await news of another possible steep price increase for what is set to be 2026's most eagerly awaited game.
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GTA 6 is poised to become one of the most significant video games in history if the current hype continues to build over the next few years. However, this brings its own challenges. Can Rockstar Games truly meet the high expectations and deliver one of the greatest games ever made? And if it scores a mere 7/10, would that be considered a failure for the company?
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There's a lot of uncertainty surrounding the game. While other titles are set to launch in 2026, such as the stunning Neverway revealed at the recent Nintendo Direct Indie World showcase, and a new Monster Hunter Stories title announced at its preceding Nintendo Direct Partner Showcase, there's no doubt that GTA 6 will dominate the gaming conversation – if players can afford it.
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Following the audacious $80 price tag for Mario Kart World, and The Outer Worlds 2 being forced to slash its price due to player backlash, announced via Twitter, the discussion around video game prices has once again taken centre stage. Naturally, the world's most anticipated game has come under scrutiny.
Yet, Take-Two Interactive has offered little insight into the matter, although there seems to be a hint that gamers might be spared another $80 release.
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Another GTA heist?
Take-Two Interactive has been probed about the possibility of a particularly pricey GTA 6. While the company hasn't explicitly ruled out the idea of an £80 game, it has emphasised its commitment to providing players with value for money.
"That announcement will come from Rockstar in due time," Take-Two Interactive CEO Strauss Zelnick told Variety. "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 has kept mum on the burning question, but he's hinted that GTA 6 will be worth every penny. Rockstar Games is in a privileged position with its biggest franchise – even if they slapped a £100 price tag on each copy, it would still fly off the shelves and become one of the best-selling titles ever.
Whether this practice is ethical or not is up to the fans to decide, but if anyone can pull it off, it's Rockstar. We're not out of the woods yet, but that doesn't mean we aren't being pursued by a red-eyed, raging price tag.