Take-Two CEO discusses GTA 6 price as L.A. Noire future considered

Take-Two Interactive CEO Strauss Zelnick has addressed ongoing discussion surrounding the pricing of Grand Theft Auto 6, while also commenting on the possibility of revisiting the L.A. Noire franchise.

Speaking at the iicon conference, Zelnick declined to confirm an exact price for the upcoming title but indicated that the company is focused on delivering value rather than setting a premium cost.

“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.

He added that consumer perception is shaped by both the product and its price, noting that players should feel the experience is “amazing” and fairly priced.

Zelnick also pointed out that video game pricing has remained relatively stable over the past decade, typically ranging between $60 and $70, despite wider economic inflation.

He suggested that Take-Two evaluates pricing based on delivering a high-quality experience rather than external economic comparisons.

When discussing expectations for the game, Zelnick acknowledged the pressure surrounding its release. “What we think about is making the most spectacular piece of entertainment on Earth, in history,” he said, describing the ambition behind the project as a significant challenge. He added that success would follow if the company delivers a strong experience to players.

Zelnick also made a brief reference to potential future use of Take-Two’s existing intellectual properties, including L.A. Noire, although he confirmed there is nothing specific to announce at this stage.

Grand Theft Auto 6 is scheduled for release on November 19, 2026, for PlayStation 5 and Xbox Series X/S.