Grand Theft Auto VI is undoubtedly the most anticipated video game of the year, the generation and arguably all time. It is very likely the most eagerly awaited piece of media, period.
Rockstar Games and their parent company know that all too well. The sequel to Grand Theft Auto V which made $1bn in its first three days at a time when video games were cheaper, is likely to be dwarfed when the new release debuts on November 19, 2026.
There has been intense speculation around the cost of Grand Theft Auto VI, with many online believing it could exceed the higher end of industry standard pricing – $80 / £70 / €70. With pre-orders still not available and being tight lipped as ever, Rockstar haven’t muttered a word on pricing to the game. At least, until now.
Take-Two CEO, Strauss Zelnick has been speaking about Grand Theft Auto VI at iicon, a new conference for video game industry leaders which wraps up today.
Though not giving a specific price point, he is seemingly aware of pricing concerns and looked to calm fears: “Consumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery,”. He went on to add: “Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got.”
Adjusted for inflation, games have become cheaper over the years – not that anyone wants to see the $/£/€ ticket price increase. Acknowledging that fact, Zelnick said: “If you look at it through that lens, that doesn’t make a whole lot of sense. But that isn’t the lens through which we look. Instead, we look at… how do we deliver something amazing, and how do we make sure that what people pay for it feels very reasonable.” My interpretation of that is that Rockstar will linger around the $80 / £70 / €70 price point, perhaps slightly exceeding that. A speculated $100 price point is exceedingly unlikely. Though, in reality, Rockstar / Take Two could charge any price for the game and still ship tens of millions of copies within days.
Outside of the pricing discussion, he spoke positively of the gargantuan project. But is clearly aware of the pressure on the game to deliver: “What we think about is making the most spectacular piece of entertainment on Earth, in history – and it’s a pretty daunting challenge. If we do that, and if we’re of service to our customers, then the upside will take care of itself.” (credit: IGN).
Finally, on the release date which has been delayed multiple times, Zelnick added he thinks “a lot of people will be calling in sick on November 19”. Phew.
Grand Theft Auto VI is scheduled to release on November 19, 2026 for Xbox Series X|S and PlayStation 5. Pre-orders are not yet available and unlikely will be until Rockstar Games confirm that eagerly awaited price.
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