As fans fear that GTA 6 might cost upwards of €100, Take-Two CEO Strauss Zelnick is defending what he calls a “variable pricing” model. According to him, when you release a game like GTA 6, “the revenue will generate itself.”

With AAA games becoming more expensive to develop, players are feeling the pressure of rising prices. In places like Spain, many new titles now cost €70–80. Concerns grew when both Nintendo and Xbox recently increased the prices of their biggest releases. So it’s no surprise that fans now worry the same will happen with GTA 6.

Take-Two’s CEO Defends the Strategy

Strauss Zelnick didn’t provide a fixed price for GTA 6 when asked. Instead, he argued that pricing should reflect the value and scale of the experience. Interestingly, he noted that Mafia: The Old Country will be launching at a lower price point of €50—something that caught many off guard. “Our mission is to create the best entertainment on Earth and make it accessible to consumers everywhere. That means delivering value,” he said.

Speaking about the new Mafia game, Zelnick added: “We think it’s extraordinary. It looks phenomenal, and we want to get it into as many hands as possible.” But when it came to GTA 6, his tone was far more confident: “If you create a blockbuster, and everyone wants it and buys it, the revenue will take care of itself.”

Value Over Price

Zelnick reaffirmed that flexible pricing isn’t new at Take-Two. “Pricing is set on a case-by-case basis. We’ve been using variable pricing for a long time. As I’ve said, our focus is on delivering value—far more value than the customer pays for. That’s our job. That’s our mission. We’re not focused on how high a price we can charge,” he said via VideotechUK.

How much GTA 6 will actually cost remains unclear. But analysts warn that pricing it above €100 could backfire—even for a game of this scale.

Source: 3djuegos