Take-Two Interactive CEO Strauss Zelnick said Grand Theft Auto VI will not cost $100, countering recent rumors about the game's pricing [5].
As one of the most anticipated entertainment releases in history, the pricing of GTA VI serves as a potential bellwether for the cost of AAA gaming. If the title had pushed into triple digits, it could have established a new, higher baseline for the industry's premium software.
Speaking at the Interactive Innovation Conference in early 2026, Zelnick addressed the speculation surrounding the cost of the title [6]. He said that the company is focused on fair pricing for consumers and specifically noted that the game will not debut at the feared $100 price point [6].
Zelnick described the upcoming release as the most spectacular piece of entertainment on Earth in history [4]. He said that the company's strategy is to ensure the cost remains accessible relative to the experience provided.
"Our job is to charge way, way, way less of the value delivery," Zelnick said [2].
While the final price remains unconfirmed, the current standard for new AAA games is $70 [7]. Zelnick's comments suggest that Take-Two intends to stay closer to this industry norm rather than testing the upper limits of consumer spending [2, 6].
The announcement comes as the industry prepares for the game's scheduled launch on Nov. 19, 2026 [4].
“"Our job is to charge way, way, way less of the value delivery."”
By explicitly rejecting a $100 price point, Take-Two is attempting to mitigate consumer backlash and prevent a narrative of corporate greed before the game's launch. This move suggests that while the company recognizes the immense value of the GTA brand, it views the risk of alienating a broad player base as more costly than the potential gains of a price hike.
