GTA 6 Could Have Cost Even More, Take-Two's CEO Says — But They Held the Line
Take-Two Interactive CEO Strauss Zelnick says the company could have charged even more for Grand Theft Auto 6, but chose not to — because the price needed to feel fair to players.
Speaking on CNBC's Squawk Box on August 10, 2026, Zelnick addressed the pricing strategy behind one of the most anticipated games in years. "I believe we will exceed expectations," he said of the November release (CNBC).
Take-Two and its studio Rockstar Games set GTA 6's standard edition at US$80, with a premium version — bundled with digital extras — at US$100. Preorders so far are skewing toward that $100 edition, something Zelnick attributed to the earliest buyers being the most avid fans, who are less sensitive to price (GameSpot).
Don't expect an official discount anytime soon. Zelnick signalled there will be no publisher-driven price cut for some time, though he noted that retailers are free to set their own prices — meaning store-level promotions remain possible even if the sticker price stays put.
For context, Grand Theft Auto 5 launched in 2013 at US$60. Adjusted for inflation, that amount would be more than US$85 in 2026 dollars — meaning GTA 6's $80 standard edition sits below what the previous game would cost today, in real terms.
GTA 6 is a digital-only release. Preorders come with bonus content, including the Vintage Vice City Pack, which bundles 1980s-themed items: a classic car, special outfits and hairstyles, an exclusive weapon pattern, and a free month of GTA+, the game's subscription service.
The game launches November 19, 2026, on PlayStation 5 and Xbox Series X|S — the current-generation consoles from Sony and Microsoft, respectively. A detailed showcase is scheduled for August 27 via Netflix, giving players their most extensive look at the game before release.
What makes the pricing conversation notable is the backdrop. New console-generation releases have been creeping upward from the long-standing US$60 standard toward $70 and beyond. GTA 6 at $80 pushes past that line. The fact that early preorders lean toward the $100 edition suggests, at least so far, that the most eager buyers see enough value to pay the premium.
Whether that pattern holds as preorders open to a broader audience is a separate question — one Zelnick seems aware of, given his emphasis on fairness. For now, the most anticipated game of the year carries the most expensive standard-edition price tag a major release has seen, and the person who set it says he could have gone higher.
