Key Takeaways
1. Take-Two Interactive’s CEO, Strauss Zelnick, emphasizes providing more value than the game’s price but does not confirm specific pricing for GTA VI.
2. The standard price for AAA games has risen to $80 in 2025, with speculation that GTA VI could launch at or near $100 due to its high development costs.
3. GTA V has sold over 215 million units, contributing to expectations that GTA VI could generate $7.6 billion in revenue within the first 60 days of release.
4. Concerns exist regarding the potential $100 price point, as it may deter players, especially those engaged with the ongoing GTA Online.
5. More information on GTA VI’s pricing will be provided by Rockstar as the May 26, 2026 release date approaches, amid high anticipation for the game.
As excitement for Grand Theft Auto VI rises to extraordinary levels, there are many conversations happening around the potential price of the game in the gaming community. In a recent chat with Variety, Take-Two Interactive’s CEO, Strauss Zelnick, responded to the rumors regarding the cost of Rockstar Games’ highly anticipated title.
Value Over Price
Zelnick mentioned in his interview that the company’s goal is to “provide more value than what we charge.” However, he did not give any specifics on the pricing of the game, even as speculation grows that it could be priced below $100 at launch, especially considering that this is Rockstar’s most ambitious title to date. He did recognize the trend of AAA games launching at higher price points, often with deluxe or special editions, partly due to increasing development costs and to appeal to a broader audience.
The New Pricing Norm
Currently, $80 has become a standard for AAA games in 2025, with Nintendo setting the pace after Mario Kart World was released for a staggering $80 alongside the Nintendo Switch 2 earlier this year. This has only fueled rumors that GTA VI may be priced as high as $100 upon its release, especially given the game’s vast scale and a reported budget of around $2 billion, which is a huge jump from GTA V’s $265 million. This also far exceeds the budgets of other major titles like Call of Duty Black Ops III at $250 million, Cyberpunk 2077 at $316 million, and Star Citizen, which has seen a budget of $500 million.
Impressive Sales Figures
Moreover, Take-Two announced during its Q1 2026 earnings call that Grand Theft Auto V has sold more than 215 million units, raking in over $1 billion in retail sales, bringing the franchise’s total sales to nearly 455 million units worldwide.
Analyst Josh Chapman, who is a managing partner at Konvoy Ventures, suggests that GTA VI could become the biggest gaming launch ever. He forecasts that the game will make $7.6 billion in revenue within the first 60 days after its release, allowing it to recover development costs in less than a month.
Concerns Over Pricing
While Zelnick has not provided a definitive price for Grand Theft Auto VI, Chapman believes it will likely be around $80. Nevertheless, there are worries about setting the price too high. Rhys Elliott from Alinea Analytics cautioned that a $100 price tag could drive away players, particularly those who are still engaged with GTA Online, which remains a significant source of revenue for Take-Two.
Meanwhile, Zelnick reassured that Take-Two is committed to delivering a “top-notch” experience. The uncertainty surrounding the pricing has left the gaming community anxious, especially since he didn’t dismiss the possibility of an $80 price point or even higher. However, he did mention that Rockstar Games would share more information as the release date for GTA VI approaches, which is set for May 26, 2026.
The anticipation for GTA VI is at unprecedented levels, and it appears that Rockstar faces pressure to provide a refined experience following what has been described as a “difficult yet essential delay” from its initial launch window in Fall 2025.
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