Take-Two Director Advised Players Not to Expect GTA VI Discounts in the Foreseeable Future

Take-Two Interactive CEO Strauss Zelnick stated that players should not expect a quick price reduction for the standard edition of Grand Theft Auto VI. The game will go on sale on November 19, 2026, and its base version has already been priced at $80.

In an interview with CNBC, Zelnick noted that the price of GTA VI was set consciously and the company does not intend to revise it in the near future. As an example, the head of Take-Two cited Grand Theft Auto V, whose price remained significantly longer after release than most other entertainment products.

However, the publisher does not prohibit stores from running promotions independently. According to him, if a retailer decides to lower the price of the game, they will simply reduce their own margin.

The same policy applies to bundles with other goods. Therefore, stores may potentially offer discounts on bundles with GTA VI and game consoles independently, even without a separate promotion from Sony, Microsoft, or Take-Two.

Zelnick admitted that sooner or later the price of GTA VI will decrease, but he did not specify exact dates. Given Take-Two's policy and the example of GTA V, significant discounts may only appear a considerable time after release.

Meanwhile, Rockstar Games and Take-Two are preparing for a large-scale marketing campaign. The next showing of GTA VI will take place on August 27. First, the extended material will be exclusively shown on Netflix at 10:00 PM Moscow time, and six hours later, at 04:00 AM on August 28 Moscow time, it will appear on the game's official YouTube channel.