Take-Two CEO on GTA 6's $100 price: 'I think Rockstar got it right; given the hype, we could have made other pricing choices'

Take-Two CEO Strauss Zelnick believes that Grand Theft Auto 6's $80 and $100 editions are appropriately priced.

2

GTA 6 is one of the most anticipated games of all time, and Take-Two and Rockstar intend to fully capitalize on this with priced-inflated editions--one at $80, and the ultimate edition at $100. By virtue of its size, GTA 6 is expected to help normalize higher prices for higher-profile games. The move has been somewhat controversial among enthusiasts; however, data indicates that gamers on PlayStation are not only ready and willing to buy higher-priced editions of games, but it appears that most gamers are also willing to spend $100 for GTA 6.

In Take-Two's latest Q1'FY27 earnings call, company CEO Strauss Zelnick says that he believes Rockstar Games made the right choice with GTA 6's pricing, going on to say that the studio could have charged different prices given the hype of the game itself.

"I think that Rockstar got it right in terms of the pricing of this standard edition and the pricing of the deluxe edition," Zelnick said in the call.

"I think that there is no doubt that consumers are really excited about both, and I think depending on your own ability to pay, and how avid a consumer you are, you can choose between them."

"The pre-orders have been exceptional and we're happy with the mix as well."

Elsewhere in the call, Zelnick comments on other pricing options for GTA 6:

"Given the hype around this title, I think we could have made any number of other pricing choices. But as I said earlier, our focus is on delivering way, way, way more value than what we charge for something."

Frequently Asked Questions

TweakBot answers common questions about this news using TweakTown's own coverage from this page and related content from our archive. All answers are generated from TweakTown content and not outside sources. Tap a question to reveal the answer, or type your own below related to this content.

Question #1

How did Strauss Zelnick justify Rockstar's decision to price GTA 6 at $80 and $100 during Take-Two's Q1 FY27 earnings call?

Zelnick said Rockstar "got it right" on the pricing, noting consumers are clearly excited and that buyers can choose the edition that fits their ability to pay and level of fandom. He pointed to exceptional preorders and a favorable mix as validation, and added that while they could have made other pricing choices given the hype, their focus is on delivering "way, way, way more value than what we charge."

Answered

Question #2

What evidence from pre-order data does the article cite to support higher-priced editions for GTA 6?

The article cites PlayStation Store pre-order charts (linked via a Tweaktown report) showing that most PlayStation gamers are leaning toward higher-priced editions and appear willing to spend $100 for GTA 6. It also quotes Take-Two CEO Strauss Zelnick saying pre-orders "have been exceptional" and that the company is "happy with the mix" of editions.

Answered

Question #3

Did the article indicate whether Take-Two or Rockstar considered alternative pricing for GTA 6?

Click to reveal answer

Question #4

What reasoning does Zelnick give about value relative to GTA 6's charged price in the article?

Click to reveal answer

Have a question about this content not listed here? Ask below and TweakBot will answer it.

Your questionAsk

Answering your question×

TweakBot is analyzing your question…

Could not get an answer

TweakBot is generating an answer

Read More

Was TweakBot helpful?Thanks for the feedback!

-