Rockstar GamesTake-Two CEO Strauss Zelnick won’t rule out a $100 price tag for GTA 6, but says the goal is to deliver “more value” than what Rockstar ends up charging.
The next entry in Rockstar’s blockbuster series is expected to be one of the most profitable games ever made, with analysts projecting over $10 billion in lifetime revenue.
Speculation about its cost ramped up after industry chatter suggested GTA 6 could break from the $70 standard for AAA titles and retail for $100.
Speaking to CNBC on August 11, Take-Two CEO Strauss Zelnick doubled down on the May 26, 2026 release date, saying his “level of conviction is very, very high” that the game will launch on time. He also acknowledged the immense expectations surrounding it, calling it “an amazing game.”
Strauss Zelnick hints at premium GTA 6 editions amid $100 fears
When pressed by Variety on whether Grand Theft Auto 6 could surpass $80, Zelnick didn’t reveal a figure but promised value.
“That announcement will come from Rockstar in due time,” he said. “Our goal always is to deliver more value than what we charge… We’re highly focused on making sure the experience is great, not just because the game itself is great, but also because consumers have paid a fair price for it.”
Rockstar GamesZelnick added that Take-Two’s model has always involved launching games at a premium price — often with special editions — before eventually lowering costs to reach more players. While he didn’t confirm a $100 price tag, his comments strongly hint that GTA 6 will have multiple premium editions at launch.
Reports have suggested Rockstar will roll out special PS5 Pro bundles to take advantage of the upgraded console’s hardware with “mind-blowing” enhancements for GTA VI.
He also emphasized that in a slow economy, quality drives demand during his interview with CNBC: “A ‘kinda wanna have’ becomes ‘I don’t care.’ A must-have is still a must-have. Our job is to make the best entertainment on earth. We only try to make the biggest hits.”
Whether it launches at $70, $80, or $100, Zelnick’s message was clear — Rockstar wants players to feel like they get their money’s worth and then some.
