GTA 6 publisher vows to “deliver more value” than players pay for while admitting they are “running scared” from competition like Roblox

Take-Two has recently reaffirmed the release date for GTA 6 with confidence that it will come out in May next year. Analysts fully expect it to be the biggest entertainment launch in history generating over $7 billion in less than two months, but the biggest uncertainty is the price. While we still don’t know the price, Take-Two Interactive has vowed to “deliver more value” than players for with games like GTA 6 while also admitting the publisher is “running scared” from competition like Roblox.

GTA 6 will “deliver more value” than players pay for

In Take-Two Interactive’s recent financial quarters call that occurred on August 7th, it was reaffirmed that GTA 6 will come out on May 26th, 2026. Take-Two also added that the game’s price will be announced soon and will ultimately be “fair”.

Take-Two Interactive CEO, Strauss Zelnick, further discussed the price of games in an interview with The Game Business. Strauss Zelnick was asked about US consumers cutting back on their spending on entertainment due to economic uncertainty, and Zelnick said consumers are “going to be more selective, and selectivity will be good for Take-Two, because we focus on only the biggest and best hits, and… People flock to quality”.

As for price, Zelnick was asked about publishing Borderlands 4 at $70 rather than $80. Zelnick said “We have had a variable pricing approach for some time” and Take-Two Interactive “want to deliver more value than what the customer pays for”. He also again repeated the price being “fair,” by adding that Take-Two Interactive “want to really focus on having an experience where the thing itself is great, and what you paid for it is more than fair”.

While GTA 6 wasn’t explicitly mentioned, Zelnick said “There have been some $80 games, and I am certain there will be some in the future”. Analysts have predicted varying prices for GTA 6 from $70 all the way up to $100.

Ultimately, we will have to wait and see what Standard price is announced, but $80 seems a real possibility, especially with Nintendo charging at that price point while The Outer Worlds and Borderlands 4 have bulked in the face of criticism.

Take-Two “running scared” from competition like Roblox

In addition to price and economic uncertainty, Take-Two Interactive’s CEO was asked about the future of the gaming industry regarding what younger generations are playing with Roblox specifically cited as an example.

In response to “the impressive numbers that Roblox is delivering” and “how mindful [Take-Two] are when it comes to looking further down the road,” Strauss Zelnick admitted, “We do not rest on our laurels. We don’t believe that success is guaranteed. We are looking over our shoulders. We are running scared”.

Zelnick said that Take-Two “know that in the next two, three, five, ten years… there is going to be an array of big new titles, and maybe even some new formats”. To counter this, Take-Two Interactive have a “three-party strategy” which is “to be the most creative, the most innovative and the most efficient company in the business”.

The Take-Two CEO added that the publisher needs to “innovate to make sure we continue to be a leader”. As for the younger generation, Zelnick said, “I am not sure specifically about what young people want versus any other segment of the population, but I am sure there is great opportunity if you bring somebody something fantastic and unexpected”.

It’s interesting that Roblox was specifically namedropped because it is one of the most-played games and is arguably the biggest UGC. Reports have indicated that GTA 6 is aiming to become the next big UGC platform following in the footsteps of Roblox.

These reports about becoming the next big UGC platform suggest Rockstar have been in “discussions with top Roblox and Fortnite creators, as well as dedicated GTA content creators, about the potential to create custom experiences inside the upcoming game… These experiences would allow creators to modify the game’s environment and assets to bring their own intellectual property — and potentially their brand sponsors — into GTA’s virtual sandbox”.

It’s expected we will learn the price of GTA 6 when trailer 3 presumably drops with the ability to pre-order, meanwhile, the speculation about Online becoming the next big UGC platform is fascinating. Leaks have also suggested there will be a massive increase to player count in lobbies, which is supported by an exciting patent from Take-Two Interactive.

In other GTA 6 news, Lazlow “doubts” he is in the game and has compared the new studio he’s working at to the “early years at Rockstar”.