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Speaking at iicon today, a new conference for video game executives<\/u><\/a>, Take-Two CEO Strauss Zelnick addressed the much-debated question of how much Grand Theft Auto 6 will cost. He declined to confirm the game\u2019s price, but hinted away from the potentially super-premium price point that has been floated in the past. <\/p>\n \u201cConsumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery,\u201d Zelnick said. \u201cHow you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got.\u201d<\/p>\n He went on to mention that game pricing has actually gotten cheaper over the years, a reference to the fact that major game releases have been priced at $60 or at most $70 for more than a decade, as compared to greater rates of inflation seen in the wider economy. <\/p>\n \u201cIf you look at it through that lens, that doesn\u2019t make a whole lot of sense. But that isn\u2019t the lens through which we look. Instead, we look at\u2026 how do we deliver something amazing, and how do we make sure that what people pay for it feels very reasonable.\u201d<\/p>\n Zelnick also said that he\u2019s \u201cterrified\u201d of the question of how to measure the success of GTA 6, but that he and the teams are more focused on delivering a fantastic experience than worrying about how it performs.<\/p>\n \u201cWhat we think about is making the most spectacular piece of entertainment on Earth, in history \u2013 and it\u2019s a pretty daunting challenge. If we do that, and if we\u2019re of service to our customers, then the upside will take care of itself.\u201d<\/p>\n That said, he did follow it up with a quick quip that he does \u201cthink a lot of people will be calling in sick on November 19.\u201d<\/p>\n Elsewhere in the talk, Zelnick gave some (slim) hope for fans of L.A. Noire that a sequel might happen one day.<\/p>\n \u201cBroadly, we\u2019re looking at doing something in the future with all of our intellectual property,\u201d he said. \u201cThere\u2019s nothing to announce on L.A. Noire specifically, and if there were, it would be Rockstar announcing it, not me. But in any case, with regard to our legacy IP, the teams are always looking at what we have and we\u2019re always thinking about it. The question is, at any given time, do we have a team that\u2019s passionate about working on that?\u201d<\/p>\n For more on what could the biggest video game launch in history, check out the latest on the stolen data from the Rockstar hack saga<\/a> and Zelnick’s comments on GTA 6 the digital-only release rumor<\/a>. GTA 6 is set to launch on November 19, 2026 for PlayStation 5 and Xbox Series X\/S, and we’ll be keeping up with everything leading up its release.<\/p>\n Bo Moore is IGN’s Senior Manager of Tech. You can find him online @usebomswisely.<\/em><\/p>\n<\/div>\n Speaking at iicon today, a new conference for video game executives, Take-Two CEO Strauss Zelnick addressed the much-debated question of how much Grand Theft Auto 6 will cost. He declined to confirm the game\u2019s price, but hinted away from the potentially super-premium price point that has been floated in the past. \u201cConsumers pay for the … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":29060,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-29059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.jubi24.com\/wp-content\/uploads\/2026\/04\/Take-Two-CEO-Talks-Grand-Theft-Auto-6-Price-and-the.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/posts\/29059","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=29059"}],"version-history":[{"count":1,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/posts\/29059\/revisions"}],"predecessor-version":[{"id":29061,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/posts\/29059\/revisions\/29061"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/media\/29060"}],"wp:attachment":[{"href":"https:\/\/www.jubi24.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=29059"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=29059"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=29059"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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