The next instalment of Rockstar's blockbuster franchise, Grand Theft Auto VI, may come with a price tag as jaw-dropping as its scale — $100 (£74.40). But publisher Take-Two Interactive is doubling down, insisting that the game's content and scope will more than justify the cost.
With a confirmed release date, expectations are sky-high. And while gamers are bracing themselves for what could be the priciest mainstream console game ever, Take-Two says players should expect a return on their investment like never before.
Release Date Confirmed, Rumours Debunked
It's official: Grand Theft Auto VI is scheduled for release on 26 May 2026. This date arrives 13 years after GTA V launched, continuing the saga that followed Michael, Trevor, and Franklin through the streets of Los Angeles-inspired Los Santos.
Despite the second trailer arriving earlier this year and setting a specific launch date, rumours of a delay began to spread.
GTA 6 release date reconfirmed during Take-Two Interactive's latest investor earnings call!
— GTA 6 Intel (@GTA6Intel) August 7, 2025
No delay from May 26, 2026 💪 pic.twitter.com/TZ5Dlmf5eA
A 'PlayStation leaker' was responsible for the speculation that circulated in July; however, Take-Two's latest earnings report confirms the game is still on schedule for its May 2026 debut. It is set to launch on PlayStation 5 and Xbox Series X|S, making it a next-generation console exclusive upon release.
The Value of a Blockbuster
Take-Two owns Rockstar Games, the publisher behind the GTA franchise. Although a release date now appears firm, the price of the highly anticipated game remains unconfirmed.
When questioned about the cost of Rockstar Games' highly anticipated crime epic, Take-Two Interactive declined to provide an exact figure. However, a new interview with Variety confirms the company's pricing strategy is 'to deliver more value than what we charge,' for their games.
Speaking before the company's earnings were released on Thursday, Take-Two CEO Strauss Zelnick stated that the price for GTA 6 'will come from Rockstar in due time.'
GTA 5 has hit an incredible new sales milestone, surpassing 215 million units sold, which Take-Two hailed as a better-than-expected result. This impressive performance has contributed to the Grand Theft Auto franchise's total sales of nearly 455 million units to date.
Worth the Cost?
It's clear that Zelnick is well aware of the current debate over game prices and the speculation that GTA 6 could cost $80 (£59.52) or even $100 (£74.40), a figure often linked to the game's enormous scale and long development period.
While Zelnick did not commit to a specific price for GTA 6, which is still months away, he did comment on the industry's standard pricing model: launching at a premium with special editions before gradually lowering the cost over time. This approach could be the strategy for the new game.
Take-Two CEO, Strauss Zelnick talks about GTA 6 in a new interview:
— GTA 6 Countdown ⏳ (@GTAVI_Countdown) February 15, 2025
- Rockstar takes long because they desire creative perfection
- GTA 6 is highly anticipated internally & externally by the whole industry
- AI has been used since the beginning but the creative genius is human pic.twitter.com/eJTeaQdyuQ
'Our goal always is to deliver more value than what we charge, so we've had variable pricing at the company forever,' the top executive said. 'As you know, the approach of the industry is to launch at a premium price, sometimes with special editions, and over time, typically to reduce the price to enhance the overall size of the market.'
'We do the very same thing. I think, probably more than most, we're highly focused on making sure that the experience is great, not just because the game itself is great, but also because consumers have paid a fair price for it,' he added.
Trailers That Shattered Records
Even without a confirmed price, Rockstar has already proven the game's popularity—the first trailer amassed 93 million views in just 24 hours. But the second trailer, released earlier this year, eclipsed that — drawing in a staggering 475 million views across all platforms within the same time frame.
YouTube and Twitter/X exploded with reaction videos, fan theories, and global media coverage, further fuelling the hype for what's shaping up to be gaming's most monumental release yet.
Will Gamers Pay £74 for GTA VI?
With cutting-edge visuals, expansive maps, and next-gen exclusivity, GTA VI promises an evolution of open-world gaming. And while the price may raise eyebrows, the publisher is betting that fans won't flinch when the game finally lands in May 2026.
As Zelnick put it: 'The experience has to be worth it — and we think it will be.'
