A new report suggests that Grand Theft Auto VI (GTA 6) may launch at a price significantly higher than what Strauss Zelnick, CEO of Rockstar parent Take-Two Interactive, previously indicated. According to a CBR report, the Dutch retailer Gameshop Twente has listed the highly anticipated video game at €99, which is roughly $115. This listing has sparked speculation that Take-Two might price the game above the $70 to $80 range previously suggested by Zelnick.
Official Pricing Yet to Be Confirmed
Rockstar Games has not yet confirmed the official price of GTA 6. Industry analysts caution that retailer listings made well before a game's release are often placeholders rather than the actual price. The €99 listing has elicited varied reactions from gamers, many of whom are questioning whether they would be willing to pay $100 for a standard edition of the game.
Discrepancy with CEO's Earlier Comments
Earlier this year, Take-Two Interactive CEO Strauss Zelnick discussed advertising in premium games and appeared to hint at future pricing. When asked about in-game advertising, Zelnick stated, "For free-to-play titles, yes. For titles for which you've paid 70 or 80 bucks, no." He added that limited advertising, such as in NBA 2K, fits within the game's context. Regarding interstitial ads, he said, "It's very difficult for me to believe that we would want to have interstitial advertising in a game that someone paid 70 or 80 bucks for would seem unfair." These comments led many fans to believe that GTA 6 would be priced around $70 to $80, not exceeding $100. The €99 listing has also raised the possibility that it refers to a collector's edition or is simply a placeholder before Rockstar announces official pricing.
Release Date and Ongoing Scrutiny
Rockstar has confirmed a release date of November 19, 2026, for GTA 6, but pricing details remain undisclosed. Alongside anticipation for the game, Rockstar and Take-Two continue to face scrutiny over labor practices. The company is involved in a UK legal dispute related to allegations of union busting. Alex Marshall, president of the Independent Workers' Union of Great Britain, said earlier this year, "Rockstar has just carried out one of the most blatant and ruthless acts of union busting in the history of the games industry. This flagrant contempt for the law and for the lives of the workers who bring in their billions is an insult to their fans and the global industry." Additionally, the company may need to adapt to updated regulations in markets like Australia, where new age verification requirements for online platforms handling adult-rated content could affect gaming services.
For now, Rockstar has not confirmed whether GTA 6 will break current AAA pricing norms, leaving retailer leaks and executive comments as the main clues about what players may eventually pay.
