What if I told you that the next Grand Theft Auto could price tag at a jaw-dropping $100? That's right, as the gaming industry evolves, prices are soaring, and Take-Two CEO Straus Zelnick revealed some tantalizing insights during a recent earnings call.

As we gear up for the much-anticipated release of GTA VI on May 26, 2026, the world is buzzing about how much it will actually cost consumers. In a market where video games are already pushing the $80 mark, Zelnick hinted that the gaming giant is exploring 'variable pricing.' This means that the price could fluctuate based on demand and market conditions, and if we're being honest, that could mean a hefty price tag for this blockbuster title.

During a candid chat with Variety, Zelnick emphasized that their strategy hinges on delivering value that exceeds what gamers pay. He elaborated, stating, "Our goal always is to deliver more value than what we charge." This philosophy is not just about price; it’s a comprehensive approach where the total experience a gamer has is intertwined with the cost they pay.

Though Zelnick didn’t spill all the beans about GTA VI's pricing, he did share that the company has a different take compared to rivals, asserting, “We want to vastly exceed expectations.” With the gaming landscape shifting, it’s no surprise that Take-Two is adapting, focusing on creating experiences that resonate deeply with players.

In the first quarter of 2025, Take-Two reported impressive earnings. The company’s net bookings soared by 17%, reaching $1.42 billion, driven primarily by their mobile franchises and the stalwart success of the NBA 2K and Grand Theft Auto series. This robust performance has empowered the company to raise its projected net bookings for the fiscal year to between $6.05 billion and $6.15 billion.

Mobile games, particularly those under the Zynga umbrella, such as Toon Blast and Match Factory, are outperforming expectations significantly. For instance, Toon Blast saw a remarkable 22% year-on-year growth. This highlights how evolving consumer interests and engagement strategies can lead to substantial revenue boosts.

Interestingly, GTA V continues to captivate audiences, and its performance was bolstered by excitement from the recent launch of the GTA VI trailer. Zelnick noted a staggering 50% growth in new player accounts for GTA Online, showcasing that even a 12-year-old game can thrive in the midst of new releases.

Meanwhile, the NBA 2K series remains a heavyweight contender in sales, with NBA 2K25 selling over 11.5 million units. Zelnick shared that user engagement has surged, with daily active users increasing significantly, contributing to a 48% growth in recurring consumer spending.

As we await more information leading up to the release of GTA VI, one thing is certain: Take-Two is not just riding the wave but actively shaping the future of gaming. With a pipeline full of exciting titles like NBA 2K26 and Borderlands 4, the company is poised for continued success.

In this evolving landscape, will we see a gaming revolution that challenges our wallets? Only time will tell, but one thing is for sure—gaming is becoming more exhilarating and perhaps more expensive than ever!