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Take-Two Defends GTA 6’s $80 Price, Expects Major Revenue Boost as It Launches Nov. 19

Take-Two CEO Strauss Zelnick defended Grand Theft Auto VI’s $80 MSRP, calling it "phenomenal value" and saying the publisher aims to "overdeliver" relative to the price. Zelnick argued that game pricing has not kept pace with inflation and that the real cost of AAA development is lower than 20 years ago, framing the price as fair rather than an attempt to maximize revenue. GTA 6 launches November 19 on PS5 and Xbox Series X|S, and Take-Two expects the release to significantly boost its revenue in the current financial year.

• CEO Strauss Zelnick publicly defended the $80 price point for GTA 6 and described the title as "phenomenal value."
• Zelnick argued pricing has lagged inflation and claimed the real cost to produce a AAA game is much lower than 20 years ago.
• Take-Two says its goal is to "overdeliver" value to consumers and explicitly stated it is not trying to maximize price.
• GTA 6 is scheduled to launch November 19 on PlayStation 5 and Xbox Series X|S and is expected to materially increase Take-Two’s revenue this fiscal year.