With Grand Theft Auto VI still ahead, shareholders pressed Take-Two on potential price hikes. CEO Strauss Zelnick argued the company aims to sell “qualitative value,” not just a bigger number on the box.

Though Grand Theft Auto VI isn’t due until late 2025, Take-Two Interactive grabbed headlines after its latest earnings. Fresh off restructuring and cost cuts, Rockstar’s parent discussed what the “right” price means for a game—and how it strives to deliver more value than players pay for.

At the most recent shareholder Q&A, CEO Strauss Zelnick was quizzed about pricing dynamics for GTA VI and the wider AAA slate. He didn’t confirm or deny any figure—despite months of rumors pushing past €100—but sketched the company’s approach, putting “qualitative value” ahead of the sticker price.

“There’s constantly more content out there, and our goal is to offer great value at any given time,” Zelnick said. “We’re very focused on delivering more value than we charge. That’s kind of a signature. Whenever we set a price, we want it to be good news for the consumer: that the experience feels complete for the cost. That’s the goal.”

The Price of GTA 6 Remains a Mystery

While GTA VI still has no official price and no legitimate pre-orders, Take-Two recently adjusted its subscription: GTA+ jumped 33%, from €6 to €8 per month. The hike coincided with L.A. Noire joining a catalog that already includes Red Dead Redemption and GTA: The Trilogy – The Definitive Edition, with Bully due later this year.

It’s also worth recalling that Take-Two helped normalize higher AAA launch prices, pushing above €60. At the time, Zelnick defended the move as appropriate and well-received: “For NBA 2K21’s launch pricing, it worked as expected. As planned, it’s a top-tier premium offering built from the ground up for next-gen.”

Source: 3DJuegos