Take-Two (TTWO) stock slipped on Friday after Chairman and CEO Strauss Zelnick commented on the price of Grand Theft Auto 6. During an interview with Variety, Zelnick said, “Our goal always is to deliver more value than what we charge, so we’ve had variable pricing at the company forever.”
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Zelnick went on to say that Take-Two follows the same pricing trend as the rest of the gaming industry. This has it releasing products for a premium price and reducing it later to increase the player base. He stated this works “not just because the game itself is great, but also because consumers have paid a fair price for it.”
This still leaves it unclear how much Take-Two will charge for GTA VI. The industry has shifted lately to increased prices for AAA games, coming in between $70 and $80. However, there’s also been speculation that Take-Two could charge up to $100 for the latest entry in the Grand Theft Auto series. However, Zelnick’s comments don’t seem to suggest that this will be the case.
Take-Two Stock Movement Today
Take-Two stock was down 1.59% on Friday, but remained up 20.65% year-to-date. The stock has also surged 56.39% over the past 12 months. Excitement around GTA 6 and strong earnings reports have been major factors behind these gains. TTWO stock will likely rally even more when the newest Grand Theft Auto game is released on May 26, 2026.
Is Take-Two Stock a Buy, Sell, or Hold?
Turning to Wall Street, the analysts’ consensus rating for Take-Two is Strong Buy, based on 18 Buy ratings over the past three months. With that comes an average TTWO stock price target of $259.24, representing a potential 16.92% upside for the shares.
