Take-Two CEO Unveils GTA VI Pricing Strategy

Take-Two CEO Strauss Zelnick told Filmogaz.com on March 22, 2026 that GTA VI will sell for $70–$80. The company will not change its pricing model for major AAA releases.

Pricing and model

Zelnick outlined the company’s pricing strategy. It keeps GTA VI in the $70 to $80 premium band.

No in-game advertising

Take-Two confirmed GTA VI will not include in-game advertising. The company said it values the classic user experience free of extra commercial elements.

The role of AI in development

Zelnick acknowledged that AI speeds development and boosts efficiency. He stressed that human creativity remains essential for projects the size of GTA VI.

Implications for gamers and industry

Keeping a premium price may set expectations for content and support. Removing in-game ads could appeal to players seeking an uninterrupted experience.

The announcement was reported by Evgen Kovalov and appeared on Filmogaz.com. The article registered 111 views on publication.