- Take-Two CEO Strauss Zelnick has commented on GTA 6's $80 and $100 price tag in the August 7 investor call.
- Zelnick confirmed that Rockstar "got it right" with the game's expensive price points.
- Zelnick also mentioned that pre-order sales for both Standard and Ultimate Editions have been "exceptional".
Take-Two CEO Strauss Zelnick has commented on GTA 6’s pricing in the August 7 investor call. He stated that “Rockstar got it right on the pricing of the Standard Edition and the Ultimate Edition”, further vindicating players who have defended GTA 6’s price tag since pre-orders opened on June 25, 2026.
Zelnick expanded on the comment, saying, “Rockstar believes $80 brings way more value to consumers. The higher price point is bringing incremental value”, while talking about both the Standard and GTA 6 Ultimate Edition.
Here’s Zelnick’s full statement when an investor questioned him about the GTA 6 pre-order sales and how consumers have responded to the price tag of both editions:
“I think Rockstar got it right on the pricing of the Standard Edition and Ultimate Edition. And there’s no doubt consumers are excited about both. Obviously it’s your choice depending upon the budget you can choose. But pre-order sales have been exceptional in both versions.”
Zelnick didn’t disclose the exact GTA 6 pre-order numbers, but stated that reception for both editions has been “exceptional”. Recently, MIDia market research revealed that millions of players were willing to pay upwards of $150 for GTA 6. Zelnick’s comments further prove that Rockstar made the right call with GTA 6’s pricing.
Take-Two further reiterated its fiscal 2027 net bookings outlook with the statement, “With these positive trends and excitement around the November 19th launch of Grand Theft Auto VI, we are reiterating our Fiscal 2027 Net Bookings outlook of $8.0 to $8.2 billion.”
The CEO also confirmed that GTA 6 is sticking to its November 19, 2026, release in the same earnings call, and expanded on GTA 6’s extended look on August 27 in partnership with Netflix, saying, “With the extended look at GTA 6 coming to August 27, anticipation and player excitement continues to build.”
Previously, players caused a commotion on social media over GTA 6’s Ultimate Edition locking multiple features behind a $100 price tag. However, the Take-Two CEO’s comments further solidify that players are willing to pay a higher price for more features.
