GTA 6’s price is still up in the air, but Take-Two CEO says it will be ‘the most spectacular piece of entertainment on Earth, in history’

With another month of 2026 quickly coming to an end, it means we're that much closer to Grand Theft Auto 6.

Due to launch on Nov. 19 this year, it's feeling more and more real by the day, and that will likely be exacerbated once Rockstar Games and Take-Two Interactive soon begin what's expected to be a torrid marketing push for likely the biggest entertainment launch ever.

Naturally, gamers are still a bit worried about what GTA 6 will cost. With rising prices across the industry, including Nintendo pulling the trigger on some games at $79.99 last year, it's a legitimate concern. But so far, Take-Two CEO Strauss Zelnick is hesitant to confirm what the game will be priced at for launch.

"What we think about is making the most spectacular piece of entertainment on Earth, in history – and it’s a pretty daunting challenge," Zelnick said when speaking recently at an industry event for video game executives, according to IGN. "If we do that, and if we’re of service to our customers, then the upside will take care of itself."

That upside he spoke of is public perception of any piece of entertainment and how a consumer figures out or feels whether they got their money's worth or not. It varies between each person, so it's not something that's easy to figure out, but it's something that Take-Two and Rockstar need to seriously consider.

"Consumers pay for the value that you bring to them, and our job is to charge way, way, way less of the value delivery," Zelnick said. "How you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got."

Zelnick, like other executives in the industry, likes to bring up the point that games have been similarly priced around the same $60 range for the past decade or so, while costs of development and just about everything else has risen. But he doesn't sound too keen on pricing GTA 6 with that in mind.

"If you look at it through that lens, that doesn’t make a whole lot of sense," Zelnick said of the idea of games remaining the same price for so long. "But that isn’t the lens through which we look. Instead, we look at… how do we deliver something amazing, and how do we make sure that what people pay for it feels very reasonable."

With Take-Two's quarterly earnings call happening in a few weeks, it's possible that we'll know way more about GTA 6 sooner rather than later, including, potentially, its price.

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