Before pre-orders opened this summer, the price of GTA VI was subject of some lengthy debates on social media. Some internet users and analysts believed the game’s price would reach or even exceed the €100 mark.

Ultimately, Take-Two Interactive decided to offer a Standard Edition for €79.99 and an Ultimate Edition for €99.99. The publisher’s CEO, Strauss Zelnick, discussed this decision in a CNBC podcast.

According to him, it would have been possible to sell Grand Theft Auto VI at a higher price given how strong the demand was. However, Rockstar and Take-Two chose instead to focus on better value for money by offering "way more value" to make the game accessible to as many people as possible.

"So, we’ve established an $80 price point and a $100 price point for the regular edition and the Premium Edition of GTA 6. And I think most people felt that if we wanted to exert it, we had a great deal of pricing power. Our job, though, as we see it, is to deliver always way more value to the consumer than what we charge. And we want to do that over and over and over again. We understand that a consumer experience is the intersection of the thing itself and what you paid for it, right? And so we want people to be thrilled, and we would never want people to feel like this is out of their range."