In a recent deep-dive interview with The Game Business, Take-Two Interactive CEO Strauss Zelnick shared his perspective on the industry’s trajectory, with GTA 6 inevitably taking center stage.
A significant portion of the dialogue focused on the evolution of artificial intelligence and the contentious prospect of integrating advertisements into the gaming experience. Zelnick voiced a firm stance against including ads in premium titles that command a $70–$80 price tag—a comment widely interpreted as a subtle confirmation of the anticipated MSRP for the next Grand Theft Auto installment.
The conversation also pivoted to the challenge of capturing the “Roblox generation.” Zelnick remains unfazed by shifting trends, expressing total confidence that the series’ cultural gravity will pull in younger demographics, regardless of whether they have experienced the franchise’s legacy titles.
“I anticipate a massive wave of 17-year-olds gravitating toward GTA VI. If you own a console and fall within that age bracket, it’s hard to imagine anyone simply deciding they aren’t interested. I just don’t see that happening.”
Source: gta.com.ua