GTA 6: No Delay or Price but Marketing on Track for Summer

May 22, 2026 - 02:42

Take-Two Interactive has confirmed that the marketing campaign for Grand Theft Auto 6 is still set to launch this summer, with no delays expected for the highly anticipated title. However, the company has not yet announced a price for the game, and CEO Strauss Zelnick recently explained why.

Speaking to investors, Zelnick stated that the company is taking a careful approach to pricing. He noted that Take-Two typically sets prices closer to a game's release, allowing the market to dictate the final number. This strategy avoids early commitments that could backfire if production costs or consumer expectations shift. Zelnick also emphasized that the company aims to deliver "tremendous value" to players, which suggests the price will be competitive but not necessarily a bargain.

Rumors of a possible delay had circulated online, but Zelnick firmly denied them. He said the development team is on schedule and that the summer marketing push will begin as planned. This includes trailers, previews, and other promotional materials that have kept fans waiting since the game's first teaser.

The lack of a price announcement has not stopped speculation. Some analysts predict a standard $70 price tag, while others wonder if Rockstar might charge more given the game's scale. For now, Take-Two is keeping its cards close to the chest, focusing on the summer rollout rather than financial details. Fans can expect more concrete news in the coming months.