The industry has gone back and forth about video game prices this year, and it all began with analysts predicting that Grand Theft Auto 6 would cost $80 to $100. Following Take-Two’s Q1 financial results for the 2026 fiscal year, CEO Strauss Zelnick neither confirmed nor denied this would be the case.
However, he emphasized that “variable pricing” has always been a practice of the company, and the ultimate goal is to “deliver more value than what we charge.”
“So now that announcement will come from Rockstar in due time,” Zelnick told Variety regarding the price. “Our goal always is to deliver more value than what we charge, so we’ve had variable pricing at the company forever. As you know, the approach of the industry is to launch at a premium price, sometimes with special editions, and over time, typically to reduce the price to enhance the overall size of the market. We do the very same thing.
“I think, probably more than most, we’re highly focused on making sure that the experience is great, not just because the game itself is great, but also because consumers have paid a fair price for it.”
Of course, “fair” is subjective, and given the sheer hype and anticipation for Grand Theft Auto 6, many consumers may feel the price is appropriate for what they receive in return. Regardless, we’ve yet to get a good look at the title and everything it offers beyond the latest trailer.
Grand Theft Auto 6 launches on May 26th, 2026, for Xbox Series X/S and PS5. Previously slated for this Fall, it faced a delay to allow for more polish, which Zelnick called “painful but necessary.” Check out our feature for everything we know so far about the sequel.