Take-Two Interactive CEO Strauss Zelnick has suggested that Grand Theft Auto 6 may be priced more affordably than many analysts anticipate, while also offering a glimmer of hope for fans of the classic detective game L.A. Noire.
GTA 6 Pricing: 'Reasonable' Instead of £100?
As gamers eagerly await the November 19 launch of GTA 6, concerns about its price tag have intensified. Following Nintendo's decision to price Mario Kart World above the standard £70, some analysts predicted that Rockstar's next blockbuster could cost as much as £100. However, Zelnick offered a different perspective during a recent conference.
Speaking at iicon, a gathering of video game executives, Zelnick explained the company's pricing philosophy: 'Consumers pay for the value that you bring to them, and our job is to charge way, way, way less of the value delivery.' He added, 'How you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got.'
Zelnick emphasized that Take-Two focuses on delivering an amazing product at a price that feels 'very reasonable.' While his comments are deliberately vague, they suggest that the standard edition of GTA 6 might align more closely with the £70 price point, while a deluxe edition—possibly including extras like a map of Leonida—could approach £100.
However, skepticism is warranted, as Zelnick would not publicly announce a high price before the official reveal. The marketing campaign for GTA 6 is expected to begin 'soon,' likely in the summer.
L.A. Noire Sequel Teased
During the same conference, Zelnick addressed the possibility of a sequel to the 2011 hit L.A. Noire. When asked directly if the studio is considering more games in the series, he replied simply, 'yes.' He quickly tempered expectations, adding, 'You never know. The answer broadly is we're looking at doing something in the future with all of our intellectual property, but nothing to announce.'
L.A. Noire, an action-adventure game where players solve cases as detective Cole Phelps, has not received a direct sequel. An enhanced version was released in 2017 for Switch, PlayStation 4, and Xbox One, along with a VR port. Developer Team Bondi was shut down shortly after the original game's release, but L.A. Noire director Brendan McNamara rejoined Rockstar in March 2025 as head of Rockstar Australia, fueling speculation that a new installment could be in development.
For now, fans of both franchises will have to wait for official announcements, but Zelnick's comments provide a glimmer of hope for a reasonable GTA 6 price and a potential return to the noir detective genre.
