GTA 6 price will be revealed in 'due time,' Take-Two CEO says

Take-Two Interactive CEO Strauss Zelnick was asked point-blank (again) how much GTA 6 will cost--will it be $70? Maybe $80? Even $100? Rockstar will break the news, the CEO says.

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Take-Two's CEO isn't ready to spill the beans on GTA 6's price tag--not yet, at least. It's a hot-button topic, with many speculating that GTA 6 could essentially have a blank check so to speak. It's so anticipated that GTA 6 could be $100 at launch and gamers would buy it, at least that's the thinking.

The reality is the price tag will be revealed by Rockstar Games, and not Take-Two themselves. Remember that TTWO is the parent company that owns multiple divisions, branches, and labels. Rockstar is its own developer and publisher, and is technically one of these labels. Essentially, Zelnick says that Take-Two won't steal Rockstar's thunder and spoil the surprise of GTA 6's price tag.

In a recent interview with Variety, Zelnick reiterated points he's already made about pricing announcements:

"So now that announcement will come from Rockstar in due time. 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."