Right now, there’s one question hanging over Grand Theft Auto VI that refuses to go away: is this thing about to break the £70 barrier and push straight into £80… or even £100 territory?

And when Strauss Zelnick finally had a chance to shut that conversation down at the IICON conference, he didn’t just dodge it… he practically side-stepped the entire topic.

Not exactly confidence-inspiring.

Same question, same non-answer

Instead of giving even a rough idea, Zelnick leaned hard into the “value” argument, something publishers have been repeating a lot lately as prices slowly creep up.

According to him, it’s not about the number on the box. It’s about whether the game feels worth it.

He pointed out that prices haven’t moved much in over a decade, sitting around £50–£60 for years, before suggesting that if a game delivers enough value, players won’t mind paying more.

That sounds reasonable on paper. But in practice, it’s also the safest answer possible, and one that avoids committing to anything concrete.

Big ambition… bigger expectations

Zelnick didn’t hold back when talking about the scale of GTA 6, either.

The goal? Nothing less than the biggest, most impressive piece of entertainment ever made.

No pressure, then.

He even admitted that the expectations are “daunting,” which is probably the understatement of the year, considering what Rockstar Games is up against after Grand Theft Auto V.

And to be fair, if any studio is going to try to justify a higher price tag, it’s them.

GTA 6 £100 question isn’t going anywhere

Here’s the problem: none of this actually answers what players want to know.

Are we paying standard pricing? A slight bump? Or is this the moment publishers test just how far they can push things?

By sticking to vague “value” talk, Take-Two keeps its options open. But it also keeps the speculation alive, and right now, that speculation is leaning expensive.

Until there’s an official number, expect this conversation to keep coming back… especially as we get closer to launch.

Because if GTA 6 really is aiming to be the biggest game ever made, players are already bracing for it to come with the biggest price tag too.

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