Take-Two CEO dodges GTA 6 price question amid $100 rumours

It’s the question on every GTA fan’s lips: How much is GTA 6 actually going to cost? Take-Two CEO Strauss Zelnick had the chance to put the $100 rumours to bed at the IICON gaming executive conference, and… didn’t.

Zelnick’s take on GTA 6 value

Speaking at the event, Zelnick made clear that Take-Two’s priority is making sure a game’s value outweighs its price, rather than naming a number. He pointed out that game pricing has barely budged in over a decade, with most titles sitting in the £50–£60 range throughout that time.

“Consumers pay for the value that you bring to them, and our job is to charge way, way, way less for the value delivery,” he said. The idea being that if a game feels worth it, the price becomes less of an issue.

A “Daunting” standard to meet

Zelnick also admitted that the pressure surrounding GTA 6 is immense and that even he finds the thought of measuring its success a bit terrifying.

“What we think about is making the most spectacular piece of entertainment on Earth, in history,” he said, adding that if they deliver on that, the returns will follow.

It’s the kind of answer that sounds reassuring without actually saying anything, which, given the $100 speculation still floating around, probably won’t settle many nerves.

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