Take-Two Interactive’s CEO Strauss Zelnick announced that GTA 6 is set to launch on November 19, 2026, with a pricing strategy designed to offer exceptional value.
Zelnick hinted that the game will be priced “way less” than its actual value, which industry estimates place between $70 and $80 at launch. This approach aims to attract consumers while delivering an immersive experience in the open-world gaming genre.
The highly anticipated title features dual protagonists, Jason Duval and Lucia Caminos, and is expected to generate over $1 billion in revenue during its first week. This figure reflects the franchise’s massive popularity, with its predecessor, GTA 5, selling 185 million units since its release in 2013.
The game has faced multiple delays; it was initially expected to release in 2025. Currently, it is in the final stages of development, with most core features complete. Zelnick expressed nervousness about the launch, stating, “I run so scared with regard to all of our releases — just multiply it by a billion this time around.”
Despite the excitement surrounding the game, Take-Two has deliberately avoided product placement within the GTA world to maintain its integrity. Zelnick emphasized the importance of being true to both the intellectual property and consumers.
A third trailer for GTA 6 is expected to be released in May 2026. However, uncertainties remain regarding the exact pricing strategy as no official confirmation has been issued yet.
