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Grand Theft Auto VI, one of the most anticipated games in recent years, is officially set to arrive in May 2026. With $80 increasingly becoming the standard price for major AAA releases, speculation about its price tag has been building. However, Take-Two Interactive CEO Strauss Zelnick says the company isn’t ready to share that detail just yet, stressing that pricing will be determined by the value the game delivers rather than just the cost.

“Our goal always is to deliver more value than what we charge,” Zelnick told Variety ahead of Take-Two’s latest earnings report. “We’ve had variable pricing at the company forever… We’re highly focused on making sure the experience is great, and that consumers have paid a fair price for it.”

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Zelnick also acknowledged a familiar trend in the gaming industry—launching titles at a premium price, often with special editions, and later dropping the cost. GTA 6 is expected to follow a similar model, with Rockstar Games announcing the official pricing closer to release.

Strong financial performance for Take-Two


The company’s April–June quarter beat expectations, thanks to solid performances from NBA 2K25, GTA Online, and its mobile titles. Key results included:

$1.42 billion in net bookings

$1.5 billion in GAAP revenue

A GAAP loss of just 7 cents per share, compared to the anticipated 72-cent loss

With these results, Take-Two raised its full-year net bookings forecast to $6.05–$6.15 billion, though it still projects a GAAP net loss between $442 million and $377 million.

Analysts predict record-breaking launch for GTA 6
Investment firm Konvoy believes GTA 6 could become the biggest launch in gaming history. The company forecasts $7.6 billion in revenue within just 60 days of release. Josh Chapman, Konvoy’s managing partner, shared the projection on LinkedIn, citing assumptions of an $80 retail price and a roughly $2 billion development budget—figures not confirmed by Take-Two.

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Konvoy’s analysis suggests that GTA 6 could recover its estimated budget in under a month and go on to set records for both sales and revenue. With some analysts calling it “the most important game to ever release in the industry,” expectations are high that the title will achieve multi-billion-dollar success.