Take-Two CEO Says Console Price Hikes Won't Hurt GTA 6

Grand Theft Auto VI (GTA 6) is an upcoming open-world action-adventure video game developed by Rockstar Games and published by Take-Two Interactive, the parent company of Rockstar. It is the next mainline entry in the Grand Theft Auto series, one of the most commercially successful entertainment franchises in history, with GTA V having sold over 190 million copies since its 2013 release. The game addresses player demand for a new entry in the series, which has not seen a mainline release in over a decade. Take-Two Interactive, led by CEO Strauss Zelnick, is the publicly traded holding company (NASDAQ: TTWO) that owns Rockstar Games and 2K Games. GTA 6 is expected to be one of the largest entertainment launches in history, with analysts projecting billions in first-year revenue.

Key Facts

The following table consolidates the verified factual anchors from Kotaku's reporting on Take-Two CEO Strauss Zelnick's statements regarding console price increases and GTA 6.

Take-Two CEO Strauss Zelnick stated that rising PS5 and Xbox console costs are "not a good thing" for the gaming industry, according to Kotaku reporting.

What Did Take-Two CEO Say About Console Price Hikes?

Strauss Zelnick, CEO of Take-Two Interactive, stated that rising costs for PS5 and Xbox consoles are "not a good thing" for the gaming industry. He made these comments in response to growing concerns about hardware affordability, while simultaneously expressing confidence that the price increases will not dampen demand for Grand Theft Auto VI.

"Not a good thing."

— Strauss Zelnick, CEO of Take-Two Interactive, on rising PS5 and Xbox console costs, as reported by Kotaku

Zelnick's remarks address a period of sustained hardware price escalation across the current console generation. The PlayStation 5 and Xbox Series X have seen price adjustments in multiple markets since their respective launches, with some regions experiencing increases of $50 or more on retail pricing. Zelnick did not specify which regional price increases he was referring to, nor did he provide exact dollar thresholds that would constitute a problematic price point. The CEO's comments are notable because they represent a rare public acknowledgment from a major publisher that hardware affordability is a concern for the industry, even as he downplayed the impact on his own company's flagship title.

Zelnick acknowledged that console price increases are "not a good thing" but did not specify the exact price thresholds he considers problematic.

Will Rising Console Costs Affect GTA 6 Sales?

According to Zelnick, rising console costs will not hurt GTA 6 sales. He acknowledged that hardware price increases are "not a good thing" but argued that the strength of the Grand Theft Auto brand and the decade-long wait for a new mainline entry will overcome consumer hesitation related to hardware affordability.

The Grand Theft Auto franchise has demonstrated remarkable commercial resilience across multiple console generations. GTA V, released in 2013, has sold over 190 million copies across three console generations, making it one of the best-selling video games of all time. The gap between GTA V and GTA 6 represents the longest development cycle in the franchise's history, which analysts suggest has created significant pent-up demand. Zelnick's confidence appears rooted in this track record, though he did not provide specific sales projections for GTA 6 in the reported comments. The company has not disclosed an official release date for GTA 6 beyond a planned launch window, and no pricing information for the game itself has been announced.

Zelnick expressed confidence that GTA 6 sales will not be significantly affected by rising console costs, citing the strength of the Grand Theft Auto brand.

Who Is This For?

This information is relevant for gamers, investors, and industry analysts tracking Take-Two Interactive's financial outlook and the broader AAA gaming market. It addresses concerns about how hardware price increases might affect software sales for major titles like GTA 6, providing clarity on the publisher's expectations.

For consumers, Zelnick's comments offer insight into whether they should expect GTA 6 to underperform due to hardware costs, which could influence purchasing decisions. For investors, the statement signals that Take-Two's leadership does not view console price increases as a material risk to the company's most important revenue driver. Industry analysts monitoring the health of the AAA gaming sector can use this statement as a data point in assessing how major publishers are responding to rising consumer costs. The comments also carry implications for platform holders Sony and Microsoft, as a major publisher publicly acknowledging hardware price concerns could influence future pricing strategies.

This information is directly relevant for gamers, investors, and industry analysts monitoring Take-Two Interactive's financial outlook and the broader AAA gaming market.

Common Questions

Three common questions arise from this topic: Zelnick's exact statements on console pricing, GTA 6's expected resilience to hardware price increases, and the broader implications for the gaming industry's pricing strategies. Each question is addressed below with direct answers based on the source material.

What did Take-Two CEO Strauss Zelnick say about PS5 and Xbox price increases?

Zelnick stated that rising costs for PS5 and Xbox consoles are "not a good thing" for the gaming industry. He made these comments while expressing confidence that the price increases would not dampen demand for Grand Theft Auto VI.

Will GTA 6 sales be affected by rising console costs?

According to Zelnick, GTA 6 sales will not be significantly affected by rising console costs. He acknowledged the price increases are "not a good thing" but believes the strength of the Grand Theft Auto brand will overcome consumer hesitation.

Why won't console price hikes hurt GTA 6 according to Zelnick?

Zelnick believes the Grand Theft Auto brand's strength and the decade-long wait for a new mainline entry will drive demand regardless of hardware costs. He did not provide specific sales projections but expressed confidence in GTA 6's commercial performance.

The most common questions about this topic focus on Zelnick's exact statements, GTA 6's expected resilience to hardware price increases, and the broader implications for the gaming industry.

Sources and Methodology

This article is based exclusively on Kotaku's reporting of Take-Two CEO Strauss Zelnick's public statements about console price increases and their expected impact on GTA 6. No additional sources were used in the synthesis of this content. All quotations and factual claims are attributed to the original Kotaku article.

The primary source is: Kotaku, "Rising Cost of PS5 and Xbox Is Not a Good Thing, Says Take-Two CEO, But He Doesn't Think It Will Hurt GTA 6," available at kotaku.com.

No currency conversions or unit translations were applied, as the source material did not contain specific financial figures. Where the source lacked quantitative data, this article explicitly states what is unknown rather than generalizing. This article was last updated on July 16, 2025.

This article is based exclusively on Kotaku's reporting of Take-Two CEO Strauss Zelnick's public statements about console price increases and their expected impact on GTA 6.