- Take-Two CEO Strauss Zelnick has suggested that the price of Grand Theft Auto 6 won’t be unreasonable
- He says consumers “need to feel like the thing itself is amazing and the price they were charged was fair for what they got”
- He added that game pricing has actually gotten cheaper over the years
Take-Two CEO Strauss Zelnick has hinted at the price of Grand Theft Auto 6 by suggesting fans will pay a “reasonable” amount given the quality of the game.
As reported by IGN Zelnick addressed the ongoing speculation about how much the hotly anticipated game will cost at the iiCon conference for video game executives. While the CEO couldn’t confirm if GTA 6 will have a $100 price tag, as rumors have indicated, he did hint that the cost won’t be unreasonable.
“Consumers pay for the value that you bring to them, and our job is to charge way, way, way less of the value delivery,” Zelnick said.
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“How 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.”
Fans have reacted to Zelnick’s comments under IGN’s article, with many claiming that they’d happily pay $100 for a game like GTA 6. others are more comfortable paying up to $80 for the long-awaited title.
“I am perfectly fine with a $100 or more game,” one user said, adding, “If a publisher has faith in their expensive game, let em launch it at whatever.”
Another said, “It could be 120 and id STILL buy it. Most people would… even the ‘uh im not at all excited for this’. Hell, even the penny pinchers. Its not about the money, its that its gonna be EVERYWHERE and everyone will talk about it so much that even that guy who was waiting for the PS5 pro to go down all these years (and never bought one) will too.”
With the launch of the Switch 2, Nintendo began charging up to $80 for first-party games like Mario Kart World, and it’s speculated that more and more publishers and studios will begin doing the same, including Rockstar Games.
Rumors about GTA 6 getting a $100 price tag have been circulating since the game’s announcement, but analysts have suggested that a $70 price would generate more money for Rockstar.
Zelnick continues, saying game pricing has gotten cheaper over the years compared to how inflation has caused prices to go up elsewhere, with many major titles being priced between $60 and $70 for more than 10 years.
“If you look at it through that lens, that doesn’t make a whole lot of sense,” he said. “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.”
The CEO went on to admit that he is “terrified” of the question of how to measure the success of GTA 6 and that Take-Two is mainly thinking about “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,” Zelnick said, before adding, he does “think a lot of people will be calling in sick on November 19,” which is when the game launches.
Elsewhere, the CEO has confirmed that GTA 6‘s planned marketing is scheduled to kick off “soon.”
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