GTA 6 Publisher Advocates for Hourly Pricing Model

Take-Two Interactive CEO, Strauss Zelnick, has outlined his philosophy on entertainment pricing, stating that the value of expected entertainment usage, calculated by the per-hour value times the number of expected hours plus the perceived terminal value of ownership, determines the price. Zelnick believes that the gaming industry offers a great price-to-value opportunity for consumers, and while there have been few price increases, the company aims to deliver more value than what they charge. The article raises the question of whether consumers would be willing to pay more for the next Grand Theft Auto based on their perceived entertainment value.