Amid ongoing concerns regarding rising game software and hardware prices, Take-Two Interactive CEO Strauss Zelnick has expressed his view that current game prices are affordable when considering inflation and the value provided.

Zelnick shared these remarks during Take-Two’s Q3 fiscal 2026 earnings call on the 3rd. He explained that the company's goal is not merely profit generation but the delivery of entertainment, stating that "(Take-Two's games) offer more value than they cost."

He further argued that when accounting for inflation, game prices have effectively decreased over the past 20 years. "Because we offer incredible value for the cost, interactive entertainment is becoming more affordable in real terms," Zelnick remarked, adding, "In real terms, the price of frontline titles has dropped over the past 20 years, and that is a meaningful level."

He also addressed the rise in console hardware prices. When asked about hardware costs increasing due to tariffs and various economic factors, Zelnick stated, "Consumers naturally accept paying for console titles because of the deep value we deliver," and asserted, "In real terms, we are making them more affordable and accessible."

Meanwhile, the specific price for Rockstar Games' 2026 blockbuster, GTA 6, has not yet been finalized. Some in the industry speculate it could be priced at $70 or higher. GTA 6 is scheduled for release on PS5 and Xbox Series X/S on November 19th.