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GTA 6 boss doesn't reveal the price – but does make one exciting promise

Things are about to heat up.

An official promo image for GTA 6, showing Jason and Lucia sat on a motel bed, fully clothed, with sunlight shining onto them.

Rockstar

Published: Friday, 22 May 2026 at 12:23 pm

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Strauss Zelnick, the CEO of Take-Two Interactive, has made one exciting promise in a new interview about GTA 6. He didn't reveal the price, though, despite everyone hoping that he would.

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This news comes as fans get increasingly twitchy in the pursuit of new information on Rockstar's Grand Theft Auto 6. Over the past week and a bit, prognosticators have become utterly convinced that GTA-6 pre-orders are imminent, but there's still no sign of that actually happening in reality.

Other rumours circulating around GTA 6 include the theory that user-generated content production will be a big deal in the game, with the game having the potential to "produce millionaires" in real-life. But, once again, that hasn't been officially confirmed at the time of writing.

So, what has Strauss Zelnick said in this new interview with Variety? Well, the exciting promise we referred to at the top is that he finally gave us a rough timeline on when to expect new, official information about the game to come out.

Zelnick told Variety to expect marketing for the game to ramp up this "summer", although they are defining summer as starting in late June (tell that to the British weather right now, am I right?).

Zelnick explained: "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."

As much as we would love to have all the information right now, the promise that we'll have some answers in late June will be music to the ears of fans who are growing tired of all the speculation and rumours.

In fact, Zelnick made another promise in this conversation: he assured fans that the game will not be delayed again.

"I think reiterating November 19 as launch day today is probably a positive," Zelnick said. "I think we’ve been really clear that we’re releasing the title on November 19."

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This interview took place after Take-Two's latest earnings call, with the company projecting that it will make between $8 billion and $8.2 billion in this fiscal year (which runs from 1 April 2026 to 31 March 2027).

Asked whether the price would be revealed shortly after this earnings information is released, Zelnick offered a clear answer: "No."

Putting that rumour to bed, he added: "We never make marketing announcements in our analyst calls. Never ever ever."

Regardless of when the price is revealed, GTA 6 is shaping up to be the biggest gaming launch in recent memory. It could even end up being the biggest entertainment launch of all time.

So, here's hoping that when late June rolls around, Rockstar will finally release the GTA 6 trailer 3, open those GTA 6 pre-orders, and start drip-feeding out much more official information.

If and when that starts to happen, we'll be sure to keep you updated. In the meantime, why not try our GTA quiz below?

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Authors

Black and white cut-out portrait headshot of Rob Leane, smiling against a lime green background.

Rob LeaneGaming Editor

Rob Leane is the Gaming Editor at Radio Times, overseeing our coverage of the biggest games on PlayStation, Xbox, Switch, PC, mobile and VR. Rob works across our website, social media accounts and video channels, as well as producing our weekly gaming newsletter. He has previously worked at Den of Geek, Stealth Optional and Dennis Publishing.

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