Take-Two Stays Confident in GTA 6 Sales Amid Rising Costs

Take-Two Interactive boss Strauss Zelnick says he remains confident in Grand Theft Auto VI’s commercial potential, IGN reports, even as the cost of console gaming climbs and many players feel broader economic strain. The publisher’s leadership is signaling that it expects strong demand for Rockstar’s next open-world game regardless of the headwinds.

Grand Theft Auto VI Trailer 1 (0:02). Source: Rockstar Games.

According to IGN, Zelnick acknowledged that gaming has grown more expensive — from hardware to software — and that consumers are watching their spending more closely. But he framed Grand Theft Auto VI as the kind of premier release players prioritize even when budgets are tight, pointing to the franchise’s track record as the basis for his optimism.

That confidence isn’t unfounded. Grand Theft Auto V has sold more than 200 million copies since 2013, making it one of the best-selling games of all time and a long-running revenue engine for Take-Two through GTA Online. Zelnick has consistently struck a bullish tone on the sequel across recent earnings commentary, positioning it as a generational event rather than a routine follow-up.

The comments land at a sensitive moment for the industry. Console hardware and game prices have crept upward in recent years, and several publishers have tested higher price points for marquee titles. Against that backdrop, Grand Theft Auto VI is widely expected to be one of the most pre-ordered games of the generation.

The real test arrives almost immediately. Grand Theft Auto VI is scheduled to launch on May 26, 2026 — putting Zelnick’s confidence up against actual sales within days. Pricing, day-one demand, and early GTA Online-style monetization will all shape whether Take-Two’s optimism translates into the record-setting numbers analysts expect. Investors will get their first detailed read on launch performance at the company’s next earnings update.