Take-Two Boss on ‘GTA 6’ Pricing: ‘Our Goal Always Is to Deliver More Value Than What We Charge’

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With the "Grand Theft Auto 6" release date no longer in question, now eager gamers' conversations have shifted to: exactly how much is this highly anticipated, decade-in-the-making game going to cost?

As $80 price tags are beginning to become the norm for AAA titles in 2025, it's a fair query, but one that Take-Two Interactive, owner of "GTA" maker Rockstar Games, is not ready to answer this far out from the game's May 2026 release.
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"So now that announcement will come from Rockstar in due time," Take-Two Interactive CEO and chairman Strauss Zelnick told Variety in an interview ahead of the video game publisher reporting its latest 2025 quarterly earnings Thursday. "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."

Zelnick and the team at Take-Two are celebrating much better than expected results for their April 1-June 30 quarter, fueled primarily by strong performance for "NBA 2K25," "Grand Theft Auto Online" and additional mobile titles. The company is also projecting solid results for Friday's Launch of "Mafia: The Old Country," and the upcoming releases of "Borderlands 4" and "NBA 2K26."
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Wall Street forecast a loss of earnings per share (EPS) of 72 cents on $1.32 billion in revenue, according to analyst consensus data provided by LSEG. Take-Two reported a GAAP loss per share of 7 cents (or $11.9 million) on $1.42 billion in net bookings and $1.5 billion in GAAP net revenue.

Originally, Take-Two had forecast net bookings for the quarter (which marks its first quarter of fiscal 2026) to be between $1.25 billion and $1.3 billion with a GAAP loss per share between 78 cents and 65 cents (a loss between $139 million and $115 million).
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Spurred by this over-performance, Take-Two is now raising its fiscal 2026 full-year (April 1, 2025-March 31, 2026) net bookings projection to $6.05 billion-$6.15 billion. The company expects a GAAP net loss between $442 million and $377 million, or a loss between $2.40 and $2.05 per share.

For the July 1-Sept. 30 quarter, Take-Two projects net bookings between $1.7 billion and $1.75 billion and a GAAP net loss per share between 75 cents and 60 cents (a loss of $136 million to $110 million).
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variety.com

Take-Two Boss on ‘GTA 6’ Pricing: ‘Our Goal Always Is to Deliver More Value Than What We Charge’

With the "Grand Theft Auto 6" release date no longer in question, exactly how much is this game going to cost?
variety.com variety.com
 
Ever since this motherfucker openly mentioned $100, I get the impression that he would love to charge $100 for GTA 6 because he knows that it will sell regardless.
 
No way it's going to be $100. That's way too aggressive, even for Rockstar. And let's not forget the backlash and media storm that kind of pricing would trigger

Early acces is out of the question too
 
It worked well for the GTA3 trilogy.
There was glitch at launch, but it got fixed quickly afterwards.
 
I'd say that it's not smart to sell the game at the highest price possible. Not only will it create negativity that isn't needed, but most importantly, you want as many as possible to be playing gta online, the actual milk factory, and it's not by selling the game for $100 that they'll achieve that.

I can see them charging $79.99, but my best guess is that it'll be the standard $69.99.
 
LordOcidax said:
I am ok with that.
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Yup gimme proper blockbuster 50h+ singleplayer campaign with 0 mtx, not even cosmetic ones, and we peachy, 100$ well spend especially if u buy physical and can sell the game back for 50-60$ 2 months after or buy used 50-60$ too;p
 
Somehow T2 are still the one publisher that seems to not have fully gone the deep end yet, they're still putting out games like Mafia Remake and the new one for 40 and 50$.
The likes of Ubisoft, EA and Activision would 100% charge 60$ for games like that so I do have a bit of belief that it won't be 100$.
 
SILKYSMOOTH30FPS said:
I'd say that it's not smart to sell the game at the highest price possible. Not only will it create negativity that isn't needed, but most importantly, you want as many as possible to be playing gta online, the actual milk factory, and it's not by selling the game for $100 that they'll achieve that.

I can see them charging $79.99, but my best guess is that it'll be the standard $69.99.
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Sounds reasonable. I do expect some sort of deluxe edition though with some sort if shark card and the usual shit skins. And possibly early access.
 
I know they are planning on GTA 6 to be a 10+ year game... but to me it still seems crazy to me they need half the PS5/Series install base to buy this for it to not be a flop. Which feels adventurous.
 
HRK69 said:
No way it's going to be $100. That's way too aggressive, even for Rockstar. And let's not forget the backlash and media storm that kind of pricing would trigger

Early acces is out of the question too
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This is going to sell more than GTAV day one even at 100 lmao
 
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"Take-Two Boss on 'GTA 6' Pricing: 'Our Goal Always Is to Deliver More Value Than What We Charge'"

*charges more than the price of a full retail game for fake currency to buy shitty copypasta cars in game that do the same thing as free cars*

Please, continue talking about value, Take-Two.
 
This tells me it will be $70. MS already walked back the $80 price tag. EA is also not raising prices.

They know that the hardcore might pay but in this economy $80 let alone $100 might be too much and get way more bad press than any profits they might generate from a $100 game.

It will be $70 and people will praise them for it. easy PR win without doing really anything.
 
HRK69 said:
No way it's going to be $100. That's way too aggressive, even for Rockstar. And let's not forget the backlash and media storm that kind of pricing would trigger

Early acces is out of the question too
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139.99. 7 day early access
 
Another thing I think it's worthy of being mentioned and that article didn't speak about, Red Dead 2 is well on its way to become a top 5 best selling game of all time, who knows perhaps it can even reach top 3 if it keeps selling like this. Crazy stuff.
Perhaps all those people shitting on it for being slower paced were just a dumb vocal minority. I'd like to think so, absolute bunch of buffoons.


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Even if it were 100$, I don't care. This game probably has content that'll last well over a year if you count GTAO as well. The only problem I see is once the floodgates are open, Ubisoft will start charging 100$ for their crap as well.

If it were RDR3 thpugh….
I'd gladly pay 200$ for it
 
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It honestly could go either way. They benefit from a broad base. They will be upselling them for 10 years on shit.

I wouldn't be shocked if it was free to dethrone Fortnite.
 
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Stafford said:
That part about the release date no longer being in question....

Yeah, we'll see.
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Take 2 would never say anything different. If they even mentioned a possible delay, their stock would plummet

I am guessing 80$ for base game and 30$ for GTA online. I am confident they will be sold separately
 
No way I'm going to end up paying less than $100 anyway because I'll be getting a deluxe version.
 
Grildon Tundy said:
Not sure what you mean. Did they accidentally set the GTA3 trilogy price too high, people bought it, then they corrected it, or...?
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No, but it was in a terrible state at launch. Zelnick was interviewed a few months later, and when asked about it, he said something like "there was a glitch at launch that has been fixed now" - even though at the time of the interview a lot of problems were still present.
 
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