The global gaming community has been buzzing with rumors of a $100 price tag for the base version of Grand Theft Auto VI, but Strauss Zelnick , CEO of Rockstar Games' parent company Take-Two Interactive , has finally addressed the elephant in the room.

Speaking at the iicon 2026 executive conference on Wednesday, April 29, Zelnick emphasized a consumer-first approach, stating that the company's job is to charge 'way way way less' than the actual value the game delivers. While he acknowledged the rising costs of AAA development, he insisted that for a game to be successful, players must feel that the price they paid was 'fair' for the experience provided.

With most modern blockbusters now retailing for $70 or $80, Zelnick's comments suggest that Rockstar aims to align with current market standards rather than pushing into 'super-premium' territory. 'Consumers pay for the value that you bring to them,' Zelnick noted, explaining that the 'intersection' between the quality of the product and its price is where customer satisfaction lives. Despite the massive scale of the new Vice City and the state of Leonida, the CEO's strategy appears to prioritize brand loyalty and long-term engagement over an aggressive initial entry price.

Following a series of internal shifts, the release timeline for GTA 6 is now set in stone.

Zelnick even joked about the cultural impact of the release, predicting that 'a lot of people will be calling in sick on November 19' to explore the new open world.

The latest details confirm that GTA 6 will be the most ambitious 'handcrafted' project in Rockstar's history, built 'street by street' without the use of generative AI.