Take-Two Opted Not to Raise Grand Theft Auto VI Price Higher

The developers will offer players a very valuable product.

Preorders for Grand Theft Auto VI opened this summer. The base version of the game costs $80, which is more expensive than many modern projects, while the expanded Ultimate Edition is priced at $100.

Take-Two recently published a financial report and held an earnings call with investors. Company boss Strauss Zelnick addressed the pricing policy. According to the manager, the company did not seek to set the highest possible price for GTA VI:

We have talked about this many, many times: our goal is to deliver significantly more value to consumers compared to the price we charge for it. The truth is that the real cost of a AAA game today is much lower than it was 20 years ago. Prices have not kept up with inflation. Our goal is to continue exceeding consumer expectations, because the impression of any product is made up of the experience [sensations] and how much you paid for it.

Strauss Zelnick made it clear that GTA VI could have cost more and people still would have bought it:

To say that we expect GTA VI to be ‘an incredible value in terms of the experience offered’ is a massive understatement. Rockstar Games is known for exceeding expectations. Our goal is not to maximize price. Therefore, in this case, our decision [on pricing] is quite logical […] and, given the hype around this project, we could have chosen many other pricing options.

The current pricing policy has not scared off buyers, as Take-Two recorded an “exceptional start to preorders” for GTA VI:

I think Rockstar believes that offering phenomenal value for $80 makes sense for some consumers. Offering additional value for a modestly higher price makes sense for others.

Grand Theft Auto VI is scheduled for release on November 19 of this year on PlayStation 5 and Xbox Series X|S consoles. Rockstar Games and Take-Two have not yet announced a release date or release window for the PC version of the game.

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