Take-Two CEO Zelnick says GTA 6 "will be an incredible bargain" at $80, PC Gamer reports

Take-Two CEO Strauss Zelnick said on the company's August 7, 2026 investor call that GTA 6 "will be an incredible bargain" despite its $80 price, PC Gamer reported. He was defending a price already set; PC Gamer reported no change to GTA 6's prices or editions.

According to PC Gamer, Zelnick was asked about the $80 price for GTA 6 and the decision to keep NBA 2K27 at $70. He repeated a line he had used before, that Take-Two aims to "deliver way more value to consumers than what we charge them."

His case rested on inflation. "The real cost of a triple-A videogame is a whole lot lower today than it was 20 years ago," he said, as quoted by PC Gamer, adding that prices had not kept up with inflation over that time. He said the goal was to keep overdelivering, because how people feel about an experience depends on both the experience and what they paid for it.

On GTA 6 he went further. "To say that we expect that Grand Theft Auto 6 will be an incredible bargain as experiences go is a gross understatement," he said, "because Rockstar Games is known for overdelivering." That is a forecast from the company's chief executive, not a review or a measure of what the game contains.

PC Gamer also reported that Zelnick said not all of Take-Two's games will move to the higher price. NBA 2K27 at $70 was the example raised on the call, and PC Gamer named no other titles or prices.

The $79.99 standard price and the $99.99 Ultimate Edition were set when pre-orders opened in June; this site's price answer and pre-order story cover what each edition includes.