Take-Two CEO on GTA 6 pricing: “Our goal is to deliver more value than what we charge”

Popular gaining title GTA 6 is set to launch in May 2026, speculation is mounting over its price tag—especially as $80 becomes the new norm for AAA titles. However, now Take-Two Interactive CEO Strauss Zelnick has said that the company is not yet ready to reveal the price of its much-awaited gaming title. He also emphasised that the guiding principle for deciding the price is value over cost. Our goal always is to deliver more value than what we charge,” Zelnick told ahead of Take-Two’s latest earnings report. “We’ve had variable pricing at the company forever… We’re highly focused on making sure the experience is great, and that consumers have paid a fair price for it”.Along with this, Zelnick also acknowledged the fact that gaming industry often launch games with a premium price tag and sometimes with special editions and then they gradually lower the price. He added that GTA 6 is said to follow the similar model and Rockstar Games will announce the official pricing soon. Take-Two reported better-than-expected results for its April–June quarter, driven by strong performance from NBA 2K25, GTA Online and mobile titles. The company posted:Buoyed by this performance, Take-Two raised its full-year net bookings forecast to $6.05–$6.15 billion, though it still expects a GAAP net loss between $442 million and $377 million.Grand Theft Auto 6 (GTA 6) is set to launch in May next year. Meanwhile, investment firm Konvoy has made some major predictions for the upcoming open world title’s financial performance. The video game venture capitalist company suggests that GTA 6 will generate $7.6 billion in revenue within just two months or 60 days of its release. Josh Chapman, a managing partner of Konvoy, shared this forecast on a post shared on the professional networking site LinkedIn. He highlighted that the firm believes that the highly anticipated game will have major commercial success. However, it's important to note that Konvoy's projection is based on certain assumptions that Take-Two Interactive has not yet confirmed, such as an $80 price point for the game and a reported budget of around $2 billion, which the company is said to have spent to develop the game.Konvoy's analysis suggests that GTA 6 could recover its estimated $2 billion budget in under 30 days and build considerable momentum. The firm predicts that it may become the gaming industry’s biggest launch to date and is expected to break records for both copies sold and revenue generated by a game. Considering that analysts have referred to GTA 6 as "the most important game to ever release in the industry," a multi-billion dollar revenue figure may be within reach for the title.