Rockstar will choose GTA 6's price tag, Take-Two CEO says

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Will GTA 6 actually cost $100, or even $80? No one knows for sure, but Rockstar Games will be the ones that set the price.

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$80 games are here thanks to Nintendo's new Switch 2 software MSRP, and all of gaming's biggest players are expected to follow suit with their own price hikes. As one of the hottest games in history, all eyes are on Grand Theft Auto 6's potential price tag--could it actually cost $100 at launch, like one analyst had speculated?

Take-Two CEO Strauss Zelnick was asked directly whether or not GTA 6 would cost $80, and predictably, Zelnick's answer was neutral. However, we did get a quick confirmation that the games released by Take-Two's operating units are set on a publisher and label level. This means that Rockstar Games would choose the price tag for GTA 6, not Take-Two.

Here are the official comments from Zelnick during today's FY25 earnings call:

On Mafia: The Old Country's $50 price tag and potential for future variably-priced titles:

"We've always had variable pricing, and the rubrik that we employ is one of delivering way more value to consumers than what we charge. That's our job. We aim to make the best entertainment on Earth and bring that to all consumers wherever they are. We need to deliver value in so-doing. That's really how we look at it.

"In the case of Mafia: The Old Country, we think it's extraordinary, looks amazing, and we want to get it into as many hands as we possibly can. I think our view is that if you create a huge hit, and everyone wants it, and everyone buys it the revenue is going to take care of itself."

Whether or not GTA 6 will increase in price to $80:

"In terms of pricing, we obviously don't talk about specific pricing here. Pricing is set at a label level. In the context of an individual release, we have had variable pricing here for a very long time, and as I said earlier, we want to focus on value. We want to deliver way, way, way more value to a consumer than whatever that consumer pays. That's our job, we have to do that job. And that's our focus, not on what the topline price is."

Further clarification:Take-Two Interactive is the parent company of Rockstar Games, and owns Rockstar, but Rockstar is also a label within the company. Rockstar Games is a publisher as well as a developer, and has its own internal books and accounts (from which we are able to derive Grand Theft Auto franchise revenues).