GTA 6 might be cheaper than expected as Take-Two boss talks 'fair price'
With the release date officially announced, one of the other big questions about GTA 6 is how much the massive open world blockbuster will cost.
Several analysts have claimed it will cost around £100, a dramatic increase from the £70 most people pay today for the likes of Call Of Duty and EA Sports FC. Although we've already seen signs this average price could soon increase, led by the £75 price for the physical version of Mario Kart World.
While Rockstar is yet to announce the price tag for GTA 6, Take-Two Interactive CEO and chairman Strauss Zelnick has discussed the company's approach to pricing – emphasising how it wants to deliver 'more value than what we charge'.
When asked by Variety about the sequel's price, Zelnick said: 'So now that announcement will come from Rockstar 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.'
While it's a vague answer, the mention of a 'fair price' certainly doesn't scream a potential £100 price point – even though many fans would surely pay that.
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Last month, leaker Millie A claimed the base version of GTA 6 would match the industry's current standard price of £69.99, but it will have several more expensive special editions. More Trending
According to the leaker, along with the standard £69.99 version, there will be a £89.99 deluxe edition with early access to GTA Online, and a premium version priced at £109.99 with even earlier access to GTA Online.
This sounds plausible, especially as GTA Online has been Rockstar's biggest money spinner for years, so it's not necessarily in Take-Two's favour to make the cost of entry for the game too expensive.
Following its latest financial results, Take-Two is not short of money. In the first fiscal quarter of 2026, the company saw net bookings increase by 16% to $1.42 billion (£1.05 billion). This was described as 'significantly above the guidance range' for the period, which was $1.25 billion to $1.3 billion (£967,000).
In light of these figures, Take-Two has raised its projections for Q2 to between $6.05 billion to $6.15 billion (£4.5 billion). Over the next quarter, the company is set to release Mafia: The Old Country, NBA 2K26, and Borderlands 4.
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