The CEO of Take-Two Interactive, Strauss Zelnick, recently broke the silence on a subject that has become sensitive: the price of GTA 6. The publisher had until now carefully avoided any numerical declaration. But in a context where AAA games more and more often exceed €70, players are waiting for concrete commitments.
To reassure without committing, Zelnick preferred to evoke a moral principle. He affirms that his group is bound by a “pact with the consumer”, supposed to guide their pricing policy. A pact? A clever formula, certainly, but you still need to know what it really contains.
The price, between moral strategy and colossal financial stakes
Take-Two emphasizes a vision focused on value rather than raw cost. For Zelnick, it’s not about selling a game, but about offering a rich experience. It is with this in mind that he declares: “offer much more value than what we charge”.
But what value? GTA 6 required years of production, hundreds of developers, an upcoming global marketing campaign, and billion-dollar commercial expectations. Behind this “entertainment first” philosophy, there are also figures to show to shareholders. Zelnick also reminds us: “We are in the business of entertaining people” and “revenues come from entertaining people.”
Multiple versions, bonus content: the real economic model
In reality, the vagueness surrounding the price can perhaps be explained by the diversity of the envisaged offer. It is more than likely that GTA 6 will be available in several editions: standard, deluxe, collector… It is a well-established habit in the industry, which Rockstar has never renounced.
In this context, the term “affordable” can be used to refer only to the base edition, while higher versions will easily reach €100 or more. Not to mention digital bonuses, virtual money packs or early access which would be added to the bill.
Especially since GTA Online, a major source of recurring revenue, is still expected to play a central role. The physical edition, too, was mentioned to calm certain fears: despite the rumors, Take-Two has confirmed that it will be available at launch.
Launch planned for the end of 2026, intensive marketing from summer
While GTA 6 is expected for November 2026, things should speed up in the summer. Rockstar and Take-Two promise an intensification of the communication campaign. But if the visuals, the trailers and the story of the duo Jason and Lucia have already aroused enthusiasm, the question of the price still remains without an official answer.
Until then, fans must deal with rumors, speculation… and only one certainty: GTA 6 will not be a “cheap” game. But Zelnick wants to believe that his promise of value will outweigh the fear of a tariff explosion.