GTA 6 launches in November at $80 for the standard edition. The Ultimate Edition costs $100. Earlier reports had suggested the standard version might hit $100 or higher. Take-Two CEO Strauss Zelnick says the final price still counts as a bargain.
On CNBC's Squawk Pod, Zelnick noted that most people felt the company held strong pricing power if it chose to use it. He framed the decision differently. "Our job, though, as we see it, is to deliver always way more value to the consumer than what we charge. And we want to do that over and over and over again." He added that the consumer experience sits at the intersection of the product and the price paid. The goal is for players to feel thrilled, not priced out.
Why Take-Two Calls It an Incredible Bargain
Zelnick recently told IGN the same message. Even at $10 above the current standard for AAA titles, he called GTA 6 "an incredible bargain." He pointed to rising production costs and argued that game prices have not kept pace with inflation. At the same time, Take-Two expects more than $8 billion in revenue this year.
Ultimate Edition Sales and the $100 Debate
The $100 version has drawn criticism. It locks exclusive in-game stores, cars, and weapons behind the higher price. Some players argue that $100 should be treated as the real baseline. Zelnick revealed that the Ultimate Edition is currently outselling the standard one. He suggested this may simply reflect hardcore fans who are preordering now.
Physical Discs and the Extended Look
A physical disc version is not off the table. Zelnick said the absence of a disc is unlikely to hurt sales in any meaningful way. Separately, an extended look at the game will premiere on Netflix on August 27, six hours before it appears on YouTube. Zelnick declined to share any details about its content.