GTA 6 may launch at a price much higher than what Take Two CEO Strauss Zelnick has predicted: What we know so far

GTA 6 may launch at a price much higher than what Strauss Zelnick, CEO of Rockstar parent Take-Two Interactive, has previously suggested. A new report suggests that a retailer listing has revealed the launch price of the much-awaited video game, months before its November release. According to a CBR report, the Dutch retailer Gameshop Twente is pricing Grand Theft Auto VI at €99 (roughly around $115). It has led to speculation that Take-Two may price the game higher than the $70-$80 previously indicated by Zelnick.However, Rockstar Games has yet to confirm the game's official price, and industry analysts note that listing the game in advance of its release is more often than not a placeholder rather than the game's actual price. The listing has evoked varied responses from gamers, who wonder whether they would be willing to pay $100 for a standard version of the game.Earlier this year, Take-Two Interactive CEO Strauss Zelnick discussed advertising in premium games and appeared to indicate where pricing for future titles may stand."Well, for free-to-play titles, yes. For titles for which you've paid 70 or 80 bucks, no," Zelnick said while responding to questions about in-game advertising.He added, "We have some limited advertising inside games like NBA 2K because that, you know, it fits within the vernacular. You want to see advertising in an arena, in a stadium, because you would if you were there in real life."Addressing interstitial ads, Zelnick 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."Those comments have been interpreted by some fans as an indication that GTA 6 could be priced closer to $70-$80 rather than exceeding $100. The €99 listing has also raised the possibility that the displayed amount refers to a collector’s edition or is a temporary placeholder before Rockstar announces official pricing. Its important to note that Rockstar Games has not publicly disclosed pricing details for GTA 6, despite confirming a release date of November 19, 2026. Alongside anticipation surrounding GTA 6, Rockstar and Take-Two continue to face scrutiny over labour practices. The company is involved in an ongoing 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."The company may also need to adapt to updated regulations in markets, including 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.