Take-Two Interactive CEO Strauss Zelnick addressed concerns over Grand Theft Auto 6's pricing during an on-stage interview at the iicon conference. He emphasized that the company aims to charge far less than the value delivered by the game. Zelnick described GTA 6 as the most spectacular piece of entertainment in history.
Strauss Zelnick, CEO of Take-Two Interactive, responded to questions about Grand Theft Auto 6's price at the iicon video game conference on April 29. He avoided specifying an exact figure but stressed the importance of perceived value to consumers. Publishers like Take-Two must ensure players feel the game is amazing and the price fair, he said, noting that games have become cheaper relative to inflation over time despite rising nominal prices from $60-$70 for major releases in recent years to $80 for titles like last year's Mario Kart World. Zelnick stated, “Consumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery.” He added, “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.” Rejecting an inflation-only lens, Zelnick said Take-Two focuses on delivering something spectacular so the price feels very reasonable. He described the ambition for GTA 6 as “making the most spectacular piece of entertainment on Earth, in history—and it’s a pretty daunting challenge.” The game is set for release on November 19, 2026, for Xbox Series X/S and PlayStation 5.
