As PS5 and Xbox prices endlessly balloon, Take-Two CEO says rising console costs are good for no one, but won’t hurt the company as GTA 6 approaches
Take-Two Interactive chief executive Strauss Zelnick said that rising PlayStation 5 and Xbox console prices are “good for no one”, but argued they should not materially affect the company as Grand Theft Auto 6 approaches release. The comments matter because more expensive hardware could reduce the pool of potential players, although Take-Two expects demand for its biggest forthcoming game to remain strong.
Zelnick said Take-Two’s performance is not closely tied to hardware price changes, pointing to the company’s broad audience and the exceptional interest in GTA 6. Sony and Microsoft have raised console prices during the current generation, reversing the usual pattern of consoles becoming cheaper over time; GTA 6 is currently scheduled for release in May 2026.
- Take-Two says higher console prices harm nobody.
- GTA 6 demand is expected to remain resilient.
- The game is scheduled for May 2026.
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Take-Two Interactive is a video game company whose labels include Rockstar Games, the studio behind the Grand Theft Auto series. Its chief executive, Strauss Zelnick, leads the company as it prepares for the next game, Grand Theft Auto 6.
PlayStation is made by Sony and Xbox by Microsoft; both are current-generation home consoles. Console prices have risen during this generation, which could make it harder for some people to buy the hardware needed to play new games.
The cost of consoles matters to game makers because fewer people with the hardware can mean a smaller audience for their games. Take-Two sells games to a broad range of players, and GTA 6 is one of its most anticipated releases.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Rising console prices reflect genuine increases in manufacturing costs, advanced technology development, and component sourcing, whilst strong consumer demand—evidenced by sustained interest in major releases like GTA 6—indicates the market is accepting these price points. The continued health of hardware and software sales suggests these prices are sustainable and represent fair value to consumers rather than artificial inflation. Moreover, higher hardware revenue enables manufacturers to invest in technological innovation and game development infrastructure that benefits the entire industry.
The case against
Rising console prices reduce market accessibility and shrink the pool of potential players, particularly damaging younger and less wealthy consumers who might otherwise enter the gaming ecosystem. This trend reverses the historical pattern where console prices decline over time, making this generation increasingly expensive rather than more affordable as it matures. The damage extends beyond individual consumers to industry health itself, as a smaller installed base ultimately harms all publishers and weakens the foundation for long-term sustainable growth.