Grand Theft Auto VI could have cost more, but Take-Two didn't want to raise the price too high
This summer, pre-orders for Grand Theft Auto VI opened. The base version of the game costs $80 – more than many modern projects, and the extended Ultimate edition was priced at $100.
Recently, Take-Two published a financial report and held a session with investors. Company boss Strauss Zelnick spoke about pricing policy. According to the manager, the company did not aim to set the maximum possible price for GTA VI:
We've said this many, many times: our goal is to deliver significantly more value to consumers than the price we charge for it. The truth is that the real cost of an AAA game today is much lower than it was 20 years ago. Prices have not kept pace with inflation. Our goal: to continue to exceed consumer expectations, because the impression of any product is formed by the experience [sensations] and how much you paid for it.
Strauss Zelnick made it clear that GTA VI could have cost more – and it would still be bought:
To say that we expect GTA VI to be an “incredible value in terms of the experience offered” is a huge understatement. Rockstar Games is known for exceeding expectations. Our goal: not to maximize the price. Therefore, in this case, our decision [on price selection] is quite logical […] and, given the hype around this project, we could have chosen many other pricing options.
The current pricing policy did not deter buyers – Take-Two recorded an “exceptional start to pre-orders” for GTA VI:
I think Rockstar believes that offering phenomenal value for $80 makes sense for some consumers. Offering additional value for a moderately higher price makes sense for others.
The release of Grand Theft Auto VI is scheduled for November 19 this year on PlayStation 5 and Xbox Series X|S consoles. Rockstar Games and Take-Two have not yet announced the release date or release window for the PC version of the game.
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