"We don't pick players' pockets": Take-Two boss discusses game prices and explains why the company doesn't put $80 on all its games
Strauss Zelnick, CEO of Take-Two Interactive, has set the record straight on the hot topic of pricing in the video game industry. He argues that prices for games, taking into account inflation, have been constantly decreasing for many years, and the company does not try to "squeeze" the last money from players to maximise profits.
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In an interview with GI.biz, Zelnick said that his ambition is to make people feel that they get much more value than they pay for when they buy Take-Two games. "Our job is not to turn the consumer upside down, shake them and see how much change falls out of their pockets. Our job is to create the best entertainment. If we do that, the revenue will take care of itself," he stressed.
Not everyone agrees that Take-Two is following this principle, as the annual NBA 2K franchise is constantly criticised for its huge number of microtransactions.
Currently, the majority of its revenue comes from so-called "recurring consumer spending", which includes revenue from virtual currency, additional content, in-game purchases, and in-game advertising. In Take-Two's most recent quarter, recurring consumer spending revenue grew by 14% and accounted for 77% of Take-Two's total net revenue. NBA 2K25 was one of the main contributors to this segment.
Also in the interview, Zelnick discussed the current pricing of video games, with companies such as Nintendo and Microsoft starting to charge $80 for new games. Zelnick noted that, adjusted for inflation, prices for new releases have been declining over the past 20 years. Indeed, $60 in the 90s is about $80 today, adjusted for inflation.
Zelnick declined to answer directly whether Take-Two would follow suit and charge $80 for new games, but instead spoke of his goal to "maximise the value provided and then offer that value at a significantly reduced price." "That's what we do. I really think the value that's being offered is huge and growing, and that's our job," he added.
As for Mafia: The Old Country, which bucks the trend and sells for $50, Zelnick said it was an intentional pricing decision made to make the game "accessible to as many people as possible." The Old Country is a linear, non-open-ended game that does not require a huge time investment. 2K stated that it believes there is an audience for this kind of game.
Another upcoming 2K game, Borderlands 4, is coming out in September, but its price is still unknown. Even Gearbox boss Randy Pitchford said that he did not know what the price would be. But the long-awaited GTA 6, as you know, will be released in May 2026, and its price remains a subject of hot debate.
Source: GI.biz
