During the iicon conference for gaming executives, Take-Two CEO Strauss Zelnick addressed the hot topic of Grand Theft Auto 6's price. While he didn't confirm the cost, he suggested it won't hit the super-premium price point some have speculated. 'Consumers pay for the value you bring,' Zelnick said. 'Our job is to charge way less than the value delivered. People need to feel the product is amazing and the price is fair.' He noted that game prices have effectively dropped over time, with major releases staying at $60 or $70 for over a decade despite inflation. 'That doesn't make sense through that lens,' he added. 'But we focus on delivering something amazing at a reasonable price.'
Zelnick admitted he's 'terrified' of measuring GTA 6's success but emphasized the team's priority is creating an incredible experience. 'We aim to make the most spectacular entertainment in history,' he said. 'If we serve customers well, the upside will follow.' He joked that 'many people will call in sick on November 19.'
On L.A. Noire, Zelnick offered a glimmer of hope for a sequel. 'We're looking at all our IP for future projects,' he said. 'Nothing specific to announce, but teams are always exploring legacy IP if there's passion for it.' For more on the potentially biggest game launch ever, check updates on the Rockstar hack and GTA 6 digital-only rumors. GTA 6 launches November 19, 2026 on PS5 and Xbox Series X/S.
