The Take‑Two Boss, Strauss Zelnick, says GTA 6 will sell no matter how high gas prices, grocery bills or rent are. He claims consumers are ready to pay for premium entertainment.
Take‑Two Boss’s View on Rising Costs
Zelnick is sensitive to the fact that so many people are facing economic challenges with rising gas, grocery, and rent prices—just to name a few. However, he says people aren't going to skip GTA 6 just because other costs may be increasing.
- Gas up
- Groceries high
- Rent skyrock
The Take‑Two Boss also notes that AAA games have actually declined over 30 years. GTA 5 launched for $60 in 2013, now about $85 due to inflation.
Why GTA 6 Will Sell No Matter the Price
Zelnick says Rockstar is trying to make GTA an experience that is so much better than we people pay for, that they're thrilled. The standard going rate for big AAA games today is $70, unchanged by inflation.
A Bank of America analyst suggests charging $80 could help industry sustainability. People generally dislike price hikes when wages lag inflation, but data shows readiness for GTA 6.
GTA 6 Launch Details
GTA 6 launches on November 19, 2026 for PlayStation 5 and Xbox Series X|S. It was supposed to launch May 26 but delayed to improve quality.