Grand Theft Auto 6 is still on track to launch on November 19, 2026. During Take-Two Interactive's fiscal year 2026 financial results call, CEO Strauss Zelnick reaffirmed the game's release date, while adding that marketing for the highly anticipated blockbuster will kick off this summer.
“So the next few weeks I don’t think it’ll be summertime yet, but when it’s summertime, Rockstar expects to start marketing ‘GTA 6," Take-Two Interactive CEO Strauss Zelnick said. Pre-orders are expected to go live around the same time, though pricing remains one of the game's biggest mysteries.
While Rockstar Games has yet to officially reveal the price of Grand Theft Auto 6, ongoing rumors and industry speculation suggest the game could exceed standard AAA pricing and potentially retail for more than $100. That's not been confirmed though and many industry experts still expect the game will maintain industry pricing standards, which would mean $69.99 to $79.99 for the Standard Edition, with Special/Deluxe Editions likely around $99 to $130-plus. There will almost certainly be a Collector's Edition available as well, that could be priced much higher.
Zelnick was asked by Variety if the company had plans to announce pricing during the earnings call, to which the CEO responded: "No, we never make marketing announcements in our analyst calls. Never ever ever."
Take-Two expects to record revenue of $8 billion and $8.2 billion during the 2027 fiscal year, a 20% increase on the prior year, driven largely by the anticipated launch of Grand Theft Auto 6. When asked about the projection, Zelnick explained:
“So, whenever we put together our guidance, obviously based on our expectations regarding our pipeline, release schedule and pricing, and sometimes our expect expectations can cannot be realized in the fullness of time, that could be because the title is delayed, or pricing changes, or unit sales, expectations change. But yes, of course, when we build our model, which is used to create guidance, it does have full assumptions in it. Even if we made assumptions, that doesn’t mean that they are set in stone.”
Grand Theft Auto 6 is expected to be the biggest entertainment launch of all time with many analysts predicting record-breaking sales and revenue. Some industry projections estimate the game could generate over $1 billion in just its first few days alone, rivaling some of the movie industry's biggest launches.
Adding to the revenue stream will likely be the next evolution of Grand Theft Auto Online, a multiplayer experience that launched with GTA 5. Rockstar has not fully detailed its online plans for GTA 6, but it is widely expected to launch with a major online multiplayer experience.
With marketing for GTA 6 kicking off this summer, which technically begins at the end of June, we should hopefully get more specific details and gameplay reveals in the coming weeks ahead.