Take Two CEO addresses GTA 6 pricing and says players will 'call in sick' November 19

Grand Theft Auto VI could become the first game in years that has players calling in sick on launch day, and it might also be the one that finally pushes AAA pricing past its current limits.

Take Two CEO Strauss Zelnick has recently expressed confidence in the game's reported November 19 release window, while also addressing the company's pricing and value approach. Although no official price was confirmed during the interview, Zelnick's comments about delivering more value than the price paid have reignited speculation that GTA VI could launch at a price above the standard $70.

This fits into a broader pattern that has been building for months, with rumors pointing to GTA 6 being the first game to hit the $100 price point. However, past comments from Zelnick have alluded to the contrary, as the Take-Two CEO referred to the $70/$80 price tag when describing AAA games, which GTA 6 absolutely will be.

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At the same time, investor messaging has consistently framed GTA 6 as a major revenue driver, and recent reports, including a government document, suggest the game could be priced higher than previous entries. Combined with earlier discussion around in-game monetization, such as advertising, the signals point toward a shift in how blockbuster titles are sold.

If that shift happens, GTA VI will not just be a massive launch; it could redefine what players expect to pay for top-tier releases, even if it makes the smaller, more reasonable jump to $80, as recently established by Nintendo's Switch 2 exclusive titles. Rockstar has yet to kick off its full marketing push, but Zelnick said it will happen "soon".