Grand Theft Auto 6’s price has been subject to plenty of speculation, and the man who might actually have the answers has finally addressed some concerns. Analysts have thrown out thepossibility of a $100 pricefor the juggernaut title on multiple occasions, and Nintendo’s recent pivot to $80 games raised concerns that the $70 upper limit is truly out the door. Without any word from Rockstar or Take-Two, however, there hasn’t been any direct basis for concerns.
In an interview withVariety, Take-Two Interactive CEOStrauss Zelnick promised aGTA 6price announcement “in due time"and referenced Rockstar’s history of “variable pricing.” He followed up this explanation by noting that Take-Two and Rockstar are “focused onmaking sure the experience is great, not just because the game itself is great, but also because consumers have paid a fair price for it.”
“So now that announcement will come from Rockstar in due time. Our goal always is to deliver more value than what we charge, so we’ve had variable pricing at the company forever. As you know, the approach of the industry is to launch at a premium price, sometimes with special editions, and over time, typically to reduce the price to enhance the overall size of the market. We do the very same thing.” - Strauss Zelnick
A History Of Flexible MSRPs
Zelnick’s mention of variable pricing implies thatGTA 6could release at a price that reflects its scope, although he doesn’t explicitly state that the price will be any higher than past releases. He also notes that a premium price could be associated with special editions, and that the game’s MSRP will likely decrease over time.
GTA 5now retails for $29.99 on Steam, whileRed Dead Redemption 2maintains a $59.99 price point outside of sales. The explanation that “a fair price” is necessary on top of making a great game might assuage some concerns, as jumping to an unprecedented number like $100 likely wouldn’t read as a fair price to most of Rockstar’s audience.
GTA 6’s Planned Price Is Still Incredibly Unclear
Take-Two’s Answer Leaves Plenty Of Room
This is certainly the best information we’ve had to work with up to this point, butit’s still not a particularly direct answertoconcerns aboutGTA 6’s price. Zelnick’s description is vague enough to allow for higher prices than previous Rockstar releases, and its circuitous nature does make a $70 price seem a little less likely.
I’m not sold on the $100 proposition, which has always seemed more like over-eager speculation than any grounded analysis to me. It wouldn’t surprise me tosee an $80 priceat this point, however, which would certainly fit within the scope of Zelnick’s answer.
Whatever the case may be, we’ll finally have an answer whenever the promised Rockstar announcement comes. There’s still plenty of room for out-of-the-box possibilities, like a separate charge forGTA Online.Grand Theft Auto 6is set to be the biggest game of 2026, but it may still be a while before we know how much of a bite it will take out of players' wallets.
