Take-Two Interactive CEO Strauss Zelnick has repeatedly signaled that GTA 6 will launch at a standard AAA price in the $70–$80 range, aligning with recent industry norms and emphasizing perceived value over aggressive hikes. This guidance, paired with research showing a $100 base would reduce overall revenue through lower unit sales, underpins the market’s overwhelming “No” consensus at 94.5%. While high development costs and occasional retailer listings in other regions have fueled $100 speculation, Rockstar has historically avoided alienating its broad audience with such premiums on the core edition. Price confirmation is expected closer to the November 19, 2026 release, but any last-minute shift would require a major departure from current executive positioning.