Take-Two Doesn't Rule Out A Price Increase For Rockstar's Next Titles

thegamer.com:

It's no secret that modern Triple-A video games cost hundreds of millions of dollars to produce. In turn, publishers and developers hope massive sales can help offset their large investments, but that's not always the case. Video games do inevitably bomb and lose money, resulting in layoffs, studio closures and shut down video games.

The solution, at least in the interim, has been to raise the price of video games from $59.99 to $69.99. The $10 increase aims to not only help recoup costs in a more expensive market, but also reflect the value change in modern gaming, with its higher graphics and longer runtimes.

But while consumers are just starting to get used to the new normal of $70 video games, Rockstar Games' parent company, Take-Two, hasn't ruled out a second price increase.

As spotted by Kotaku, in a recent earnings call, CEO of Take-Two Strauss Zelnick offered his thoughts when asked about price increases, particularly as it relates to Take-Two's own products, including Grand Theft Auto.

"Look, there's more content constantly being made available, and we really aim to deliver great value at any given time," Zelnick said. "We're so focused on delivering more value than what we charge. And that's sort of the rubric."

Zelnick added that, when Take-Two does establish a price, they want to ensure that "it's good news for the consumer." More so, the goal would be for the experience, AKA the game, to "vastly overdeliver in the context of the cost." As Zelnick succinctly put it, "That's the goal."

In other words, Take-Two will take into consideration the amount of content being made available in its next video games when determining a new price. More so, whatever that price may be, the game will "overdeliver" compared to what a consumer paid upfront. It's likely that Zelnick is referencing Rockstar's Grand Theft Auto 6, which recently received a Fall 2025 launch window.

Already, fans have had to contend with a price increase for GTA+, Rockstar's