Take-Two promises a "fair price" for GTA 6 and opens the possibility of a new LA Noire.

With the launch of GTA 6 Scheduled for November, the game's price has become one of the most heated discussions among fans. Rumors and placeholders in digital stores have suggested prices between US$80 and US$100. At the conference iicon, a new event aimed at executives in the gaming industry, the CEO of Take-Two, Strauss ZelnickHe addressed the issue and indicated that the company wants players to feel they paid a fair price for what they will receive. He also left a door ajar for the future of franchises such as LA Noire.

GTA 6 Price: What the CEO Said (and What He Avoided Confirming)

Zelnick did not confirm a value for the GTA VIHowever, he made clear the criteria that will guide the decision. "Consumers pay for the value you deliver to them, and our job is to charge much, much, much less than the value delivered," the executive stated. "Consumers need to feel that the thing itself is incredible and that the price charged was fair for what they received."

The context of the $100 rumors and the placeholders in stores.

Concerns about the price gained momentum in February when the store Loaded (formerly CD Keys) listed the GTA 6 for Xbox Series X/S for £89,99, equivalent to around US$ 100 in the United States. The same listing included a PC version for £60,99.

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None of the figures have been confirmed by Rockstar or by Take-Two...and this type of entry is usually just a placeholder. Still, the number has fueled weeks of speculation about how much the game might cost.

Why does Zelnick talk about a "fair" price without revealing the value?

The CEO also brought up an economic argument to contextualize the discussion. With AAA games stagnating in the $60-$70 range for over a decade, prices have become cheaper in real terms, considering inflation.

“Consumers pay for the value you deliver to them, and our job is to charge much, much, much less than the value delivered. How you feel about something you bought is the intersection between the thing itself and what you paid. Consumers need to feel that the thing itself is amazing and that the price charged was fair for what they received.”

Strauss Zelnick, CEO of Take-Two, commenting on the pricing strategy for GTA 6 at the iicon conference in April 2026.

Even so, Zelnick made it clear that this is not the reasoning of Take-Two"How you feel about something you bought is the intersection between the thing itself and what you paid for," he added. The company prefers to focus on delivering an experience that justifies the price, whatever that price may be.

Will there be a sequel to LA Noire?

Who's rooting for a new one? LA Noire He received a cautiously optimistic response. Zelnick said that Take-Two He is "thinking about doing something in the future with all of his intellectual property," but stressed that there is nothing to announce about it. LA Noire specifically. According to him, if there was anything, the Rockstar He's the one who would make the announcement.

“Generally speaking, we’re thinking about doing something in the future with all of our intellectual properties. There’s nothing to announce about LA Noire specifically, and if there were, it would be Rockstar announcing it, not me. The question is: at some point, do we have a team passionate about working on it?”

Strauss Zelnick, CEO of Take-Two, commenting on the future of the company's franchises at the iicon conference in April 2026.

What did the CEO say about Take-Two's other IPs?

The teams of Take-Two They constantly analyze the franchise portfolio, according to ZelnickThe central question, according to him, is whether there is any team with a genuine interest in working on each IP at any given time. LA NoireThat answer hasn't come yet.

GTA 6 in November: date maintained and marketing coming soon.

The launch of the GTA 6 it is confirmed for November 19th, 2026 No. PS5 and Xbox Series X / SAt the conference, Zelnick also confirmed that the game's marketing will begin "soon," which may indicate a new trailer sometime in May, as Take-Two holds its earnings call on the 21st.

The CEO admitted to being "afraid" about how to measure the game's success, but made it clear that this is not the team's focus. "What we're thinking about is making the greatest entertainment on Earth, in history, and that's quite a challenge. If we do that and serve our customers well, the result will take care of itself," he said. Zelnick also joked that "a lot of people will skip work" on launch day.

And you? Would you still be willing to take the... GTA 6 Priced at $80 or $100 at launch? And a new one? LA Noire Would that cheer you up? Leave your opinion in the comments and on our social media. showmetech!

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Text revised by Alexandre Marques in 04 / 05 / 2026.

With information IGN, Notebookcheck e Insiders Gaming.