Even during a high-stakes earnings call, Take-Two's CEO refused to be pinned down on a price, leaving the game's final cost a complete mystery.
As the world waits for Grand Theft Auto 6, a key detail that has not yet been announced is its price, a subject of significant interest for what is widely considered one of the most anticipated games in entertainment history.
This has become a prominent question, with analysts offering various perspectives on the matter.
During Take-Two Interactive's recent quarterly earnings report, Take Two CEO Strauss Zelnick was asked about pricing for the upcoming title. In response, the executive did not provide a specific price point.
Instead, Zelnick commented on the company's philosophy of delivering value and fair pricing, leaving the final cost unconfirmed for the game's launch on May 26, 2026 on PlayStation 5 and Xbox Series S/X. This is generally expected from an earnings call, as they are not the typical venue for such announcements.
This discussion is happening within a broader industry context. Video game prices have been increasing, as some publishers, particularly Nintendo and Xbox, have introduced $80 price points for their major titles. With rising inflation and development costs, the possibility of another price increase has become a topic of consumer interest.
The market position of GTA 6 is a key factor in this speculation. Grand Theft Auto 5 has sold over 215 million copies, making it the second best-selling video game of all time behind Minecraft. The franchise as a whole has moved nearly 455 million units. These sales figures suggest that GTA 6 has significant market power.
At the same time, Rockstar Games is reportedly preparing to add a new feature to Grand Theft Auto Online that could restrict access for underage players. The potential impact of such a system on the sales of GTA 6, should it be applied there, is another factor in the ongoing financial discussion.
Theories and speculation aside, GTA 6 has been in development for many years, employing thousands of developers across multiple studios. Rockstar and Take-Two will be aiming for the game to meet or exceed sales expectations.
Whether this will involve a price increase remains unconfirmed. Some analysts suggest that a price hike is imminent while others are not as certain.
The debate will likely continue following Zelnick's response during the earnings call. When asked about the topic, he reiterated points about variable pricing, special editions, and the company's commitment to delivering value. He mentioned that pricing announcements would come from Rockstar "in due time," but offered no specific timeline.
The CEO's decision not to commit to a price point is contrasted by his stated confidence in the game itself. In interviews, he's described GTA 6 as a title that could set a new creative benchmark in the entertainment industry. This confidence suggests Take-Two is aware of the game's high anticipation.
Industry speculation often points toward a potential $70 or $80 base price, with premium editions possibly reaching $100 or more. Setting the base price too high could risk limiting the initial player base and impacting long-term revenue, particularly for the game's online component. Until Take-Two makes an official announcement, the price remains unconfirmed.
While the price of GTA 6 was not revealed during this earnings call, an official announcement is expected closer to the game's release. For now, Grand Theft Auto fans can keep themselves busy with GTA Online, which just received its most recent update.
