Grand Theft Auto fans can breathe a little easier as concerns about a sky-high GTA VI price tag look to be subsiding.

Take-Two Interactive CEO Strauss Zelnick moved to calm speculation while speaking at the Interactive Innovation Conference (iicon) in Las Vegas, indicating the long-awaited release will be positioned as fair value rather than a “super-premium” outlier.

“Consumers need to feel like the experience is amazing and the price they paid was fair,” he said, hinting that rumours of a US$100 (A$140)-plus launch may be overblown.

The comments come amid broader industry debate around rising game prices, particularly after some publishers began pushing beyond the traditional A$90–$110 range.

Zelnick acknowledged that game pricing has remained relatively flat for over a decade despite inflation, but framed this as context rather than justification for a major price hike.

Beyond pricing, the CEO admitted the scale of GTA 6 is creating internal pressure.

“I run scared with regard to all of our releases – just multiply it by a billion this time,” he said.

Set for release on November 19 for PlayStation 5 and Xbox Series X/S, GTA 6 marks Rockstar’s first entry in the franchise since 2013’s record-breaking GTA V.

With anticipation at fever pitch, Zelnick joked that launch day may see a spike in “mysterious illnesses” as players call in sick.