Take-Two CEO Strauss Zelnick Discusses Game Pricing, Civilization 7, and Switch 2

Following a strong FY25, Take-Two Interactive has entered FY26 with high expectations, particularly with the upcoming release of GTA 6. In a recent interview with GamesIndustry.biz, Take-Two CEO and chairman Strauss Zelnick shared his insights on the company's strategy for game pricing, the launch of Civilization 7, and the opportunities presented by the Switch 2 console. When asked about the opportunity presented by the Switch 2, Zelnick expressed his enthusiasm, stating that Take-Two is supporting the console's launch with four titles, the company's most robust support for a Nintendo launch to date. This demonstrates the company's confidence in the console's potential. Regarding the announcement of the GTA 6 release date, Zelnick explained that the decision to announce the date early was made by the game's developers, who believed that the date was feasible and aligned with the marketing window. This approach has been consistent with Take-Two's strategy, which allows its labels to make decisions about release dates. The launch of Civilization 7 received a mixed response from the community, but Zelnick remains optimistic about the game's long-term prospects. He noted that the company has addressed some of the initial concerns and is committed to ongoing updates and improvements. This approach has been successful in the past, with previous iterations of the Civilization series ultimately achieving strong sales and customer satisfaction. Zelnick also discussed game pricing, emphasizing that Take-Two's goal is to deliver value to consumers. The company's decision to price Mafia: The Old Country at $50 was driven by a desire to make the game accessible to as many players as possible. Zelnick believes that the game's quality and entertainment value justify the price point, and that the company's focus on creating high-quality games will ultimately drive revenue. In terms of premium game pricing, Zelnick noted that the industry has seen a decline in pricing over the past two decades, adjusted for inflation. He believes that consumers evaluate the value of a game based on the amount of time they spend playing it and their overall enjoyment. Take-Two's strategy is to maximize the value delivered to consumers while offering games at a reduced cost, optimizing the player's experience and the company's revenue. The Borderlands franchise has remained popular over the years, with huge Steam wishlist numbers for the upcoming Borderlands 4. Zelnick attributes the franchise's success to the talented team at Gearbox, who have consistently delivered high-quality games that capture the tone and spirit of the series. The most recent trailer for Borderlands 4 demonstrates the team's ability to innovate and take the franchise to the next level. Zynga had a strong year, with multiple new hits in the marketplace. Zelnick credits the team's success to their talent and dedication, as well as the company's focus on attracting and retaining top talent in the industry. Take-Two's acquisition of studios such as Peak and Rollic has also contributed to the company's success, bringing new titles and expertise to the table. The massive success of GTA 6's second trailer has had a positive impact on the existing Rockstar catalogue, with GTA Online and Red Dead Online performing better than expected. The trailer generated 475 million views in the first 24 hours, setting a record. Zelnick is optimistic about the year ahead, with a strong release schedule that includes Mafia: The Old Country, Borderlands 4, and other exciting titles. The company's live-ops titles and catalogue also present opportunities for growth and revenue.