At today’s video game executive assembly iicon, CEO Strauss Zelnik of the R-Star parent company, spoke about the much-anticipated pricing of Roacher 6. While he refused to disclose the specific price of the game, he implied that it was unlikely that an ultra-high price would be used, as is known from outside.
“Consumers pay for the value they get, and our job is to provide a product that is worth more than anything,” Zeljnik says. “Your feelings for the goods purchased depend on the interaction between the goods themselves and the price paid. Consumers need to feel affordable and pay for what they can get.” He went on to mention that the price of games in recent years had actually become cheaper. For more than a decade, the price of the mainstream 3A game has remained at between $60 and $70, while the inflation rate for the economy as a whole has been higher. “If you look at it from that point of view, that is not very reasonable. But that’s not the way we see it. Rather, we are concerned with how to create excellent products and how to ensure that consumers feel that prices are reasonable”.
Zelnik added that he was “feared” about how to measure the success of GTA6, but that he and his team were more focused on providing an excellent game experience than on the performance of the game. “…Our goal is to create the greatest entertainment product on Earth and in history.This is indeed a daunting challenge. If we can do this and provide quality services to the players, then commercial success will come to an end.” At the meeting, Zelnik also brought a little hope to the Black L.A. players. He said, “In general, we are considering how to use all our IPs in the future. There is no specific information available on Black L.A., and if there is one, it’s R., not me.”
“But in any case, as far as our existing IPs are concerned, the teams have been focusing on the available resources, and we have been thinking about how to use them. The question is, can we be enthusiastic at all times in the development of these IPs?” GTA6 will be officially launched on 19 November 2026 and will land on PlayStation 5 and Xbox Series X/S.