While specifics remain under wraps for Grand Theft Auto 6, the highly anticipated title’s publisher offered some perspective on game pricing. According to a recent interview in Variety, Take-Two Interactive aims to ensure their games provide exceptional value that exceeds the purchase price. However, they stopped short of announcing an actual cost for the next installment from Rockstar Games.
Take-Two’s CEO, Strauss Zelnick, mentioned on Thursday, preceding a discussion about the company’s financial performance, that the pricing strategy for GTA 6 is a decision that ultimately rests with Rockstar Games and will be revealed at the appropriate time. Take-Two also proudly reported that Grand Theft Auto 5 surpassed expectations, reaching over 215 million units sold. Across the entire franchise, Grand Theft Auto has achieved sales of “nearly 455 million units” thus far.
Zelnick is well aware of the ongoing discussions surrounding game costs, including the potential for recent pricing controversies and speculation about whether GTA 6 might be priced at $80, or even a staggering $100, considering its vast scope and lengthy development process. While Zelnick avoided committing to a specific price point — as GTA 6 is still roughly nine months away — he did acknowledge the industry’s standard practice of introducing games at a “premium price, sometimes with special editions,” followed by gradual price reductions over time. This approach could very well be adopted for GTA 6.
The final cost of Grand Theft Auto 6 remains a mystery, as Rockstar Games has yet to make an official announcement. However, Rockstar has released two trailers for GTA 6. The initial trailer garnered an impressive 93 million views within the first 24 hours, while the subsequent trailer shattered that record with a staggering 475 million views in the same timeframe.
GTA 6 is scheduled to arrive on PlayStation 5 and Xbox Series X on May 26, 2026.