Take-Two Defends GTA 6's $80 Price as Pre-Orders Hit Unprecedented Levels
Updated
Updated · Kotaku · Aug 7
Take-Two Defends GTA 6's $80 Price as Pre-Orders Hit Unprecedented Levels
3 articles · Updated · Kotaku · Aug 7
Summary
$80 for Grand Theft Auto 6 and $100 for its premium edition reflect Take-Two's decision to price for “phenomenal value,” CEO Strauss Zelnick told investors on the company’s Q1 FY27 earnings call.
Zelnick said the publisher is not trying to maximize price, arguing AAA game prices have lagged inflation and that GTA 6 will still overdeliver relative to what players pay.
He added Take-Two could have chosen higher pricing given the title’s hype, while keeping most other AAA releases such as NBA 2K at $70.
Pre-orders are already “exceptional” and unprecedented for Take-Two, though Zelnick said the company still cannot predict exactly how that demand will convert into sales.
GTA 6 launches digitally on November 19 for PS5 and Xbox, making its pricing a likely benchmark for future top-tier game releases.