Whether it launches at $70, $80, or breaks new ground at $100, people will flock to buy GTA 6 regardless.
If you've been paying attention to GTA 6 discourse at all lately, you'll know everyone has their mind on the money. Take-Two Interactive's CEO Strauss Zelnick recently sat down with CNBC to discuss the potential price of Grand Theft Auto 6.
When pressed about whether the game could break the $80 barrier — or even reach the unprecedented $100 mark — he didn't deny it. Instead, he carefully danced around the question, saying that Rockstar Games has always been about "delivering value" and "variable pricing."
For context, most major video game releases currently sell for $70, but Nintendo and Xbox broke it earlier this year. Thus, the idea of a $100 base game feels like crossing a line that the industry has been tiptoeing toward for a while.
To be fair, the signs are already there if you know where to look. Take-Two has been raising its financial projections, suggesting they're expecting massive returns. Whether this indicates rising confidence in the game - which wouldn't be without merit, to be fair - or simply a bumped up price is anyone's guess.
The company just reported better-than-expected quarterly results, beating Wall Street predictions significantly. They're projecting net bookings between $6.05 billion and $6.15 billion for their fiscal year. These numbers suggest they're counting on some serious revenue streams.
Perhaps most telling is Zelnick's mention of "special editions" and "variable pricing." Anyone who's followed the gaming industry knows this is code for multiple versions at different price points. We're likely looking at a standard edition, a deluxe edition, an ultimate edition, and possibly even more premium options.
Reports have already surfaced about potential PS5 Pro bundles designed to showcase the game's "mind-blowing" enhancements on the upgraded hardware, so it's not like this is the first time we've heard about this.
The strategy makes business sense from Take-Two's perspective. They've been developing this game for over a decade, pouring untold millions into creating what they're calling "an amazing game."
The previous entry set high expectations. Grand Theft Auto V has sold over 215 million copies and continues to generate revenue through Grand Theft Auto Online more than 11 years after its initial release.
At the very least, Zelnick's emphasis on delivering "more value than what we charge" sounds reassuring on paper. It makes it all but certain that GTA 6 will be a must-have title for millions of gamers.
GTA 6 is currently set to release on the PlayStation 5 and Xbox Series S/X on May 26, 2026. A PC port is in development but it doesn't have a clear release date.
