{"id":1908887,"date":"2026-04-29T12:14:36","date_gmt":"2026-04-29T09:14:36","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1908887"},"modified":"2026-04-29T12:14:36","modified_gmt":"2026-04-29T09:14:36","slug":"in-the-wake-of-100-gta-6-rumours-take-two-still-wont-give-an-actual-price-but-says-our-job-is-to-charge-way-way-way-less-of-the-value","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1908887","title":{"rendered":"In the wake of $100 GTA 6 rumours, Take-Two still won&#8217;t give an actual price, but says &#8220;our job is to charge way, way, way less of the value&#8221;"},"content":{"rendered":"<article class=\"article \" data-ads=\"true\" data-article-type=\"news\" data-article-group=\"news\" data-paywalled=\"false\" data-premium=\"false\" data-sponsored=\"false\" data-type=\"article\">\n<header class=\"article_header\" data-component=\"article-header\">\n<div class=\"breadcrumbs\">\n<nav class=\"nav_breadcrumbs\" data-component=\"nav-breadcrumbs\" aria-label=\"Breadcrumb\">\n<ul class=\"nav-links\">\n<li>\n                <a href=\"https:\/\/www.eurogamer.net\/\" data-active=\"false\"><br \/>\n                      Home<br \/>\n                <\/a>\n            <\/li>\n<li>\n                <a href=\"https:\/\/www.eurogamer.net\/news\" data-active=\"false\"><br \/>\n                      News<br \/>\n                <\/a>\n            <\/li>\n<li>\n                <a href=\"https:\/\/www.eurogamer.net\/games\/grand-theft-auto-vi\" data-active=\"false\"><br \/>\n                      Grand Theft Auto VI<br \/>\n                <\/a>\n            <\/li>\n<\/ul>\n<\/nav><\/div>\n<div class=\"headline_details\" id=\"main-content\">\n<h1 class=\"title\">In the wake of $100 GTA 6 rumours, Take-Two still won&#8217;t give an actual price, but says &#8220;our job is to charge way, way, way less of the value&#8221;<\/h1>\n<p class=\"strapline\">Back seat boys.<\/p>\n<\/p><\/div>\n<div class=\"headline_asset\">\n<figure class=\"headline_image_wrapper\">\n<p>        <img fetchpriority=\"high\" decoding=\"async\" class=\"headline_image\" src=\"https:\/\/assetsio.gnwcdn.com\/GTA-6's-Jason-aims-a-gun-with-a-bandana-scarf-covering-his-lower-face-and-yellow-rimmed-sunglasses-over-his-eyes.jpg?width=570&amp;quality=85&amp;format=jpg&amp;dpr=3&amp;auto=webp\" alt=\"GTA 6's Jason aims a gun with a bandana scarf covering his lower face and yellow rimmed sunglasses over his eyes\" loading=\"eager\" data-uri=\"GTA-6's-Jason-aims-a-gun-with-a-bandana-scarf-covering-his-lower-face-and-yellow-rimmed-sunglasses-over-his-eyes.jpg\" data-lightbox width=\"570\" height=\"321\"><figcaption>\n          <span class=\"attribution\">Image credit: <cite>Rockstar<\/cite><\/span><br \/>\n        <\/figcaption><\/figure>\n<\/p><\/div>\n<div class=\"metadata\">\n<div class=\"avatar\">\n<p>    <img loading=\"lazy\" decoding=\"async\" alt=\"Victoria Phillips Kennedy avatar\" src=\"https:\/\/assetsio.gnwcdn.com\/1644925423.jpg?width=2048&amp;height=2048&amp;fit=bounds&amp;quality=85&amp;format=jpg&amp;auto=webp\" style=\"aspect-ratio: 1\" width=\"180\" height=\"179\"><\/p>\n<p>  <img alt=\"Victoria Phillips Kennedy avatar\" data-autosize=\"crop_lossy\" data-uri=\"1644925423.jpg\" loading=\"lazy\" style=\"aspect-ratio: 1\" width=\"180\" height=\"179\">\n<\/div>\n<div class=\"text\">\n<div class=\"byline\">\n                  <span class=\"article_type\" data-slug=\"news\"><br \/>\n                    News<br \/>\n                  <\/span><\/p>\n<p><span class=\"by\">by<\/span> <span class=\"author\"><a href=\"https:\/\/www.eurogamer.net\/authors\/victoria-kennedy\">Victoria Phillips Kennedy<\/a><\/span>                    <span class=\"job_title\"><br \/>\n                      News Reporter<br \/>\n                    <\/span>\n            <\/div>\n<div class=\"published_at\">\nPublished on <time datetime=\"2026-04-29T12:14:36+00:00\">April 29, 2026<\/time>              <\/div>\n<div class=\"comments\">\n      <a class=\"comments__link comments-bubble\" href=\"https:\/\/www.eurogamer.net\/gta-6-rockstar-take-two-price-expectation-player-experience?view=comments\" rel=\"nofollow\"><br \/>\n          25 comments<br \/>\n      <\/a>\n    <\/div>\n<\/p><\/div>\n<div class=\"mypop-header-wrapper\">\n<p><button class=\"mypop-button button wide\" data-state=\"follow\" data-type=\"tag\" data-uuid=\"7685df9e-22e2-4b0e-a893-03c1781df5f1\" data-name=\"Grand Theft Auto VI\" data-follow-text=\"Follow Grand Theft Auto VI\" data-unfollow-text=\"Following Grand Theft Auto VI\" data-aria-follow-text=\"Follow Grand Theft Auto VI\" data-aria-unfollow-text=\"Following Grand Theft Auto VI\" data-popup=\"true\" data-force-login=\"true\" aria-label=\"Follow Grand Theft Auto VI\" title=\"Follow Grand Theft Auto VI\"><br \/>\n  Follow Grand Theft Auto VI<br \/>\n<\/button>          <\/div>\n<\/p><\/div>\n<\/header>\n<div class=\"article_body\" data-component=\"article-content\">\n<div class=\"article_body_content article-styling\">\n<p><a href=\"https:\/\/www.eurogamer.net\/gta-6-everything-we-know-so-far-9357\">Grand Theft Auto 6<\/a> publisher Take-Two recently discussed the upcoming game&#8217;s price, and while it won&#8217;t give us that all important figure, it stressed that its &#8220;job is to charge way, way, way less of the value delivery&#8221;.<\/p>\n<p>You of course don&#8217;t need me to tell you that GTA 6 is one of &#8211; if not the most &#8211; anticipated games of the year, with <a href=\"https:\/\/www.eurogamer.net\/gta-6-proves-its-dominance-as-trailer-breaks-youtube-records\">even its trailers breaking records online<\/a>. But, one thing that has caused some discourse across the industry is how much developer Rockstar will charge for its next car boosting romp. Early last year, <a href=\"https:\/\/www.eurogamer.net\/will-gta-6-cost-80-report-says-theres-industry-hope-rockstar-will-usher-in-another-game-price-rise\">a report suggested that GTA 6 could retail for $100<\/a>.<\/p>\n<figure>\n<div class=\"video_wrapper youtube\">\n<a aria-label=\"GTA 6 (Grand Theft Auto 6) - Official Trailer 2\" class=\"video-facade full-size\" data-platform=\"youtube\" href=\"https:\/\/www.youtube.com\/embed\/sQEGy86F2gE?autoplay=1\" title=\"Click to play video from YouTube\"><br \/>\n<img decoding=\"async\" alt=\"Cover image for YouTube video\" class=\"video-facade__image\" loading=\"lazy\" src=\"https:\/\/i.ytimg.com\/vi\/sQEGy86F2gE\/hqdefault.jpg\"><span class=\"video-facade__title\">GTA 6 (Grand Theft Auto 6) &#8211; Official Trailer 2<\/span><\/p>\n<p><\/a>\n<\/div><figcaption>Here&#8217;s GTA 6&#8217;s second official trailer. <a class=\"video\" href=\"https:\/\/www.youtube.com\/watch?v=sQEGy86F2gE\" rel=\"noopener\" target=\"_blank\">Watch on YouTube<\/a><\/figcaption><\/figure>\n<p>During a recent chat at <a href=\"https:\/\/www.iicon.com\/\">video game conference Iicon<\/a>, Take-Two boss Strauss Zelnick took time to address the retail price of GTA 6. &#8220;Consumers pay for the value that you bring to them, and our job is to charge way, way, way less of the value delivery,&#8221; he said. &#8220;How you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got&#8221; (thanks, <a href=\"https:\/\/www.ign.com\/articles\/take-two-ceo-addresses-grand-theft-auto-6-price-and-the-possibility-for-more-la-noire\">IGN<\/a>).<\/p>\n<p><span class=\"injection_placeholder\" data-position=\"1\"><\/span><\/p>\n<p>Zelnick added that, taking into account inflation rates across the wider world economy, game pricing has actually become cheaper, and most major releases have sold for between $60 and $70 for the last decade or so. &#8220;If you look at it through that lens, that doesn&#8217;t make a whole lot of sense. But that isn&#8217;t the lens through which we look. Instead, we look at\u2026 how do we deliver something amazing, and how do we make sure that what people pay for it feels very reasonable,&#8221; Zelnick said.<\/p>\n<p>As for how Take-Two will measure the success of GTA 6 &#8211; a question Zelnick admitted he is &#8220;terrified&#8221; of, though didn&#8217;t elaborate why &#8211; the CEO said the company&#8217;s focus will be on players&#8217; experiences, rather than how it performs financially (that said, <a href=\"https:\/\/www.eurogamer.net\/gta-6-will-earn-76bn-in-two-months-and-be-the-largest-gaming-release-of-all-time-investment-firm-predicts\">one analyst has predicted GTA 6 will make $7.6bn in just two months<\/a>, which in my books sounds pretty good).<\/p>\n<p>&#8220;What we think about is making the most spectacular piece of entertainment on Earth, in history &#8211; and it&#8217;s a pretty daunting challenge,&#8221; Zelnick said. &#8220;If we do that, and if we&#8217;re of service to our customers, then the upside will take care of itself.&#8221; The Take-Two head joked he reckons &#8220;a lot of people will be calling in sick&#8221; on GTA 6&#8217;s release, though, so he&#8217;s clearly pretty certain it will do the numbers. GTA 6 is due to arrive across <a href=\"https:\/\/www.eurogamer.net\/gta-fans-in-disarray-as-release-date-clock-reset-following-gta6-release-day-delay\">Xbox Series X\/S and PS5 on 19th November<\/a>.<\/p>\n<figure>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"Raul Bautista in GTA 6\" height=\"1080\" src=\"https:\/\/assetsio.gnwcdn.com\/Raul-Bautista-in-GTA-6.jpg?width=2048&amp;height=2048&amp;fit=bounds&amp;quality=85&amp;format=jpg&amp;auto=webp\" style=\"aspect-ratio: 1.7777777777777777\" width=\"1920\"><\/p>\n<p><img alt=\"Raul Bautista in GTA 6\" data-autosize=\"crop_lossy\" data-lightbox data-uri=\"Raul-Bautista-in-GTA-6.jpg\" height=\"1080\" loading=\"lazy\" style=\"aspect-ratio: 1.7777777777777777\" width=\"1920\"><figcaption><span class=\"attribution\">Image credit: <cite>Rockstar<\/cite><\/span><\/figcaption><\/figure>\n<p>GTA 6 developer Rockstar has made additional headlines recently following the <a href=\"https:\/\/www.eurogamer.net\/gta-6-developer-rockstar-accused-of-union-busting-after-it-fires-dozens-of-developers\">firing of staff members in a move seen by many as &#8216;union busting&#8217;<\/a>. Last year, <a href=\"https:\/\/www.eurogamer.net\/this-is-a-blatant-unapologetic-act-of-vicious-union-busting-hundreds-of-rockstar-employees-sign-letter-to-management-demanding-fired-colleagues-get-reinstated\">over 200 employees from Rockstar North signed a letter to management<\/a>, in which they condemned its actions. Rockstar&#8217;s controversial dismissal of its employees has since been brought up in UK Parliament, with <a href=\"https:\/\/www.eurogamer.net\/rockstars-controversial-dismissal-of-31-employees-is-such-a-big-deal-its-made-its-way-to-uk-parliament\">Liberal Democrat MP Christine Jardine urging ministers to &#8220;support workers who have lost their jobs, and stop this from happening again&#8221;<\/a>.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"preferred-source\" data-component=\"preferred-source\">\nLove Eurogamer.net? Make us a <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.google.com\/preferences\/source?q=https:\/\/www.eurogamer.net\">Preferred Source on Google<\/a> and catch more of our coverage in your feeds.  <\/div>\n<\/article>\n<div class=\"article_body\" data-component=\"article-content\">\n<div class=\"article_body_content article-styling\">\n<p><a href=\"https:\/\/www.eurogamer.net\/gta-6-everything-we-know-so-far-9357\">Grand Theft Auto 6<\/a> publisher Take-Two recently discussed the upcoming game&#8217;s price, and while it won&#8217;t give us that all important figure, it stressed that its &#8220;job is to charge way, way, way less of the value delivery&#8221;.<\/p>\n<p>You of course don&#8217;t need me to tell you that GTA 6 is one of &#8211; if not the most &#8211; anticipated games of the year, with <a href=\"https:\/\/www.eurogamer.net\/gta-6-proves-its-dominance-as-trailer-breaks-youtube-records\">even its trailers breaking records online<\/a>. But, one thing that has caused some discourse across the industry is how much developer Rockstar will charge for its next car boosting romp. Early last year, <a href=\"https:\/\/www.eurogamer.net\/will-gta-6-cost-80-report-says-theres-industry-hope-rockstar-will-usher-in-another-game-price-rise\">a report suggested that GTA 6 could retail for $100<\/a>.<\/p>\n<figure>\n<div class=\"video_wrapper youtube\">\n<a aria-label=\"GTA 6 (Grand Theft Auto 6) - Official Trailer 2\" class=\"video-facade full-size\" data-platform=\"youtube\" href=\"https:\/\/www.youtube.com\/embed\/sQEGy86F2gE?autoplay=1\" title=\"Click to play video from YouTube\"><br \/>\n<img decoding=\"async\" alt=\"Cover image for YouTube video\" class=\"video-facade__image\" loading=\"lazy\" src=\"https:\/\/i.ytimg.com\/vi\/sQEGy86F2gE\/hqdefault.jpg\"><span class=\"video-facade__title\">GTA 6 (Grand Theft Auto 6) &#8211; Official Trailer 2<\/span><\/p>\n<p><\/a>\n<\/div><figcaption>Here&#8217;s GTA 6&#8217;s second official trailer. <a class=\"video\" href=\"https:\/\/www.youtube.com\/watch?v=sQEGy86F2gE\" rel=\"noopener\" target=\"_blank\">Watch on YouTube<\/a><\/figcaption><\/figure>\n<p>During a recent chat at <a href=\"https:\/\/www.iicon.com\/\">video game conference Iicon<\/a>, Take-Two boss Strauss Zelnick took time to address the retail price of GTA 6. &#8220;Consumers pay for the value that you bring to them, and our job is to charge way, way, way less of the value delivery,&#8221; he said. &#8220;How you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got&#8221; (thanks, <a href=\"https:\/\/www.ign.com\/articles\/take-two-ceo-addresses-grand-theft-auto-6-price-and-the-possibility-for-more-la-noire\">IGN<\/a>).<\/p>\n<p><span class=\"injection_placeholder\" data-position=\"1\"><\/span><\/p>\n<p>Zelnick added that, taking into account inflation rates across the wider world economy, game pricing has actually become cheaper, and most major releases have sold for between $60 and $70 for the last decade or so. &#8220;If you look at it through that lens, that doesn&#8217;t make a whole lot of sense. But that isn&#8217;t the lens through which we look. Instead, we look at\u2026 how do we deliver something amazing, and how do we make sure that what people pay for it feels very reasonable,&#8221; Zelnick said.<\/p>\n<p>As for how Take-Two will measure the success of GTA 6 &#8211; a question Zelnick admitted he is &#8220;terrified&#8221; of, though didn&#8217;t elaborate why &#8211; the CEO said the company&#8217;s focus will be on players&#8217; experiences, rather than how it performs financially (that said, <a href=\"https:\/\/www.eurogamer.net\/gta-6-will-earn-76bn-in-two-months-and-be-the-largest-gaming-release-of-all-time-investment-firm-predicts\">one analyst has predicted GTA 6 will make $7.6bn in just two months<\/a>, which in my books sounds pretty good).<\/p>\n<p>&#8220;What we think about is making the most spectacular piece of entertainment on Earth, in history &#8211; and it&#8217;s a pretty daunting challenge,&#8221; Zelnick said. &#8220;If we do that, and if we&#8217;re of service to our customers, then the upside will take care of itself.&#8221; The Take-Two head joked he reckons &#8220;a lot of people will be calling in sick&#8221; on GTA 6&#8217;s release, though, so he&#8217;s clearly pretty certain it will do the numbers. GTA 6 is due to arrive across <a href=\"https:\/\/www.eurogamer.net\/gta-fans-in-disarray-as-release-date-clock-reset-following-gta6-release-day-delay\">Xbox Series X\/S and PS5 on 19th November<\/a>.<\/p>\n<figure>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"Raul Bautista in GTA 6\" height=\"1080\" src=\"https:\/\/assetsio.gnwcdn.com\/Raul-Bautista-in-GTA-6.jpg?width=2048&amp;height=2048&amp;fit=bounds&amp;quality=85&amp;format=jpg&amp;auto=webp\" style=\"aspect-ratio: 1.7777777777777777\" width=\"1920\"><\/p>\n<p><img alt=\"Raul Bautista in GTA 6\" data-autosize=\"crop_lossy\" data-lightbox data-uri=\"Raul-Bautista-in-GTA-6.jpg\" height=\"1080\" loading=\"lazy\" style=\"aspect-ratio: 1.7777777777777777\" width=\"1920\"><figcaption><span class=\"attribution\">Image credit: <cite>Rockstar<\/cite><\/span><\/figcaption><\/figure>\n<p>GTA 6 developer Rockstar has made additional headlines recently following the <a href=\"https:\/\/www.eurogamer.net\/gta-6-developer-rockstar-accused-of-union-busting-after-it-fires-dozens-of-developers\">firing of staff members in a move seen by many as &#8216;union busting&#8217;<\/a>. Last year, <a href=\"https:\/\/www.eurogamer.net\/this-is-a-blatant-unapologetic-act-of-vicious-union-busting-hundreds-of-rockstar-employees-sign-letter-to-management-demanding-fired-colleagues-get-reinstated\">over 200 employees from Rockstar North signed a letter to management<\/a>, in which they condemned its actions. Rockstar&#8217;s controversial dismissal of its employees has since been brought up in UK Parliament, with <a href=\"https:\/\/www.eurogamer.net\/rockstars-controversial-dismissal-of-31-employees-is-such-a-big-deal-its-made-its-way-to-uk-parliament\">Liberal Democrat MP Christine Jardine urging ministers to &#8220;support workers who have lost their jobs, and stop this from happening again&#8221;<\/a>.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Home News Grand Theft Auto VI In the wake of $100 GTA 6 rumours, Take-Two still won&#8217;t give an actual price, but says &#8220;our job is to charge way, way, way less of the value&#8221; Back seat boys. Image credit: Rockstar News by Victoria Phillips Kennedy News Reporter Published on April 29, 2026 25 comments [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[226,253],"class_list":["post-1908887","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-crawlmanager","tag-eurogamer-net"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1908887","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1908887"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1908887\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1908887"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1908887"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1908887"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}