Take-Two says GTA VI will remain at full price into 2027, CEO tells CNBC

Take-Two Interactive chief executive Strauss Zelnick told CNBC on August 12, 2026 that the company does not plan to discount Grand Theft Auto VI until well into 2027. He said Take-Two generally avoids cutting a game's price shortly after release.

The Standard Edition of GTA VI is priced at $80 and the Ultimate Edition at $100, with reports indicating the Ultimate Edition is easily outperforming the Standard Edition in pre-orders. Some fans had hoped the game would see early sales or discounts, but current pre-order trends and publisher statements have tempered those expectations.

During the CNBC discussion Zelnick explained Take-Two’s pricing approach by referencing the previous Grand Theft Auto release, saying: “We preserved our pricing on Grand Theft Auto V for a very long time—much longer than a standard release.” He added that the company intends to follow a similar strategy for GTA VI.

Zelnick also said the company expects sustained consumer demand for the launch without relying on early price reductions. The report noted that, given the scale of the release, Take-Two does not see a need for immediate discounts.

Although Take-Two plans to maintain the official price, the publisher acknowledged individual retailers may still offer limited discounts on physical copies. That allowance leaves room for occasional retailer-led offers despite the company’s broader pricing policy.

Rockstar Games will present an extended look at GTA VI on Netflix on August 27, 2026, and the game is confirmed to launch on November 19, 2026 for PlayStation 5 and Xbox Series X/S.