Take-Two Interactive’s CEO Strauss Zelnick said the company does not expect rising console prices to significantly derail the launch of Grand Theft Auto VI, scheduled for November 19, 2026 for PlayStation 5 and Xbox Series X|S.
CEO acknowledges higher hardware costs but sees limited impact
Speaking during Take-Two’s August 7 earnings presentation, Zelnick conceded that increases in hardware costs are “not a good thing,” since lower prices would put more consoles into consumers’ hands. Still, he said the company does not view the current price increases as a meaningful obstacle to GTA 6’s release.
“The increase in hardware cost is not a good thing, and we wouldn’t say it is. […] A lower price for the hardware would be positive because there would be more units in people’s hands,” Zelnick said.
He added that Take-Two believes the strength of the upcoming GTA title will sustain the company’s expectations around demand.
GTA 6 could drive console upgrades
GTA 6 will launch initially only on PlayStation 5 and Xbox Series X|S, meaning players still on PlayStation 4 or Xbox One would need to move to the current generation to play at release. That positioning makes the game a potential driver of console sales.
Take-Two told Bloomberg it expects the installed base of PS5 and Xbox Series X|S at launch to remain within previously projected ranges. Zelnick noted that a substantial drop in that base would be a concern, but he said such a decline has not materialized so far.
AI demand and hardware supply
Zelnick pointed to a broader market factor behind rising costs: surging demand for components used both in consumer electronics and in infrastructure for artificial intelligence. The build-out of data centers and AI systems has lifted demand for parts such as memory, contributing to price pressure across technology segments.
That same component pressure can affect game console production because consoles rely on many of the same parts. Still, manufacturers appear to be preparing to meet demand: Sony has told investors it has sufficient memory to produce its planned PlayStation 5 volumes through early 2027.
The supply outlook is relevant to Rockstar and Take-Two given Sony’s marketing agreement tied to the GTA 6 launch and the PS5’s expected prominence among the game’s platforms.
Market test for consumer willingness to upgrade
The timing creates an unusual industry test: GTA 6 may arrive when upgrading to the latest console generation is relatively more expensive. Take-Two is betting demand for the title will remain strong despite that barrier.
Zelnick said the company believes it is offering experiences consumers want, and therefore does not see higher hardware prices as likely to significantly slow the launch. Beyond marking the return of Rockstar’s flagship franchise after more than a decade, GTA 6 will indicate whether a single major release can persuade millions to buy new hardware even amid elevated prices.
GTA 6 is set to launch on November 19, 2026 for PlayStation 5 and Xbox Series X|S.
