Anyone hoping Grand Theft Auto 6 gets cheaper once the holiday season hits should stop waiting. Asked directly about a potential price cut tied to Christmas shopping, Take-Two chairman and CEO Strauss Zelnick made clear the answer is no — and pointed to how the company has handled its past blockbusters to explain why.
Zelnick was direct when asked about a Christmas-season price drop: Grand Theft Auto 6 is expected to hold its full asking price for a long while yet. Take-Two, he said, doesn't typically rush to discount its biggest frontline releases, and a game already tracking to be one of the best-selling entertainment products ever has even less reason to move on price.
There's one exception. Individual retailers remain free to discount GTA VI on their own storefronts, since Take-Two doesn't control what a store charges at checkout — a retailer that does so is simply eating into its own margin. The $80 Standard and $100 Ultimate Edition prices Take-Two itself set aren't the ones expected to move.
Zelnick's point of comparison was Grand Theft Auto 5, which he said held its price for far longer than a typical release before any real digital discount arrived. That's the same approach — full price for years, not weeks — that Take-Two appears to be running back for GTA VI.
Per this reporting, digital copies of GTA VI's Standard Edition are expected to stay at $80 well into 2027 — more than a year past the November 19 launch. Combined with Zelnick's separate comments about the $100 Ultimate Edition already outselling the cheaper tier at pre-order, Take-Two has little obvious financial incentive to budge on price any time soon.
This is Take-Two's own CEO addressing the company's pricing plans directly, so it's tagged confirmed. Reporting via Tech4Gamers.
