Take-Two chief executive Strauss Zelnick has defended Grand Theft Auto 6’s $80 standard-edition price, describing it as “phenomenal value” and suggesting the company could have charged more because of the game’s exceptional anticipation. His remarks matter because GTA 6 is testing a higher base price for a major AAA release, potentially influencing how publishers price future blockbuster games.

Zelnick argued that AAA game prices have not kept pace with inflation and said Take-Two aims to provide more value than it charges. GTA 6 will also have a $100 Ultimate Edition, while the company says pre-orders have reached an unprecedented level; it is due for PlayStation 5 and Xbox Series X|S on 19 November. The article notes that critics may view the comments as signalling higher consumer prices, particularly alongside paid premium editions and a disc-free physical release.