GTA 6 Might Introduce a Subscription Model

Take-Two recently held an earnings call that was packed with updates, especially regarding Grand Theft Auto 6, which is still on track for its November 19 release. The company took the opportunity to highlight the impressive revenue generated by the Grand Theft Auto franchise. While the exact numbers weren’t disclosed, it’s no secret that GTA titles are major cash cows. Take-Two also shed light on the sources of this revenue, which could reshape expectations for GTA 6’s monetization strategy.

CEO Strauss Zelnick revealed that Grand Theft Auto 5 continues to perform exceptionally well, having sold 225 million copies even after 13 years. Overall consumer spending across Take-Two’s major franchises has increased, with about 27% of that growth attributed to GTA Online. A significant portion of this revenue stems from microtransactions, where players purchase in-game vehicles and properties, but subscriptions also play a key role.

“GTA+ is thriving, with membership nearly doubling compared to last year,” Zelnick noted.

This is quite a turnaround from the skepticism surrounding the subscription service when it launched in 2022. Initially, many players were doubtful about its value, with some even labeling it as unnecessary. “Don’t buy this slop; you’ll earn these rewards in no time as a casual player,” one fan remarked back in 2025.

It appears that the launch of GTA 6 won’t hinder ongoing support for GTA Online. Rockstar has teased some exciting collaborations for the multiplayer experience, suggesting that it could receive significant enhancements alongside the new game.

However, as we’ve seen with titles like Fortnite, even the most popular games can experience declines over time. Take-Two’s CFO, Lainie Goldstein, acknowledged this during the call, indicating that the company anticipates a slight drop in consumer spending across its portfolio, including GTA Online.

If Take-Two expects GTA Online to become less profitable, where will the revenue come from? Sure, GTA 6 sales will contribute, but that’s a one-time influx. Zelnick has hinted that GTA 6 will be priced reasonably, regardless of analyst predictions. This raises the question: how will Take-Two maintain ongoing shareholder value with GTA 6?

Perhaps I’m overanalyzing Take-Two president Karl Slatoff’s comments about the company’s approach to NBA 2K. He stressed the importance of delivering a quality product, which leads to a larger player base and increased engagement, ultimately resulting in higher monetization. This likely applies to the anticipated player base for GTA 6 as well.

What works for one franchise may not translate to another, so there might not be plans for a GTA 6 subscription. However, the existing service could easily incorporate perks related to the new game, presenting a perfect opportunity for price increases or tiered offerings.

Zelnick mentioned that Take-Two intends to be “selective and disciplined” in pursuing growth opportunities. A game-specific subscription could risk tarnishing GTA 6’s reputation. Ultimately, the question remains: why would Take-Two pass up potential revenue when history shows that players are willing to pay for subscriptions, regardless of their perceived value?

“Are we just going to sit back and relax as we head into the release of GTA 6?” Zelnick asked during the call. “I think the opposite is true. You’re talking to a team that you’ve known for 17 years. We’re in the business of eating red meat for breakfast. I think we’ll be having a lot more red meat in the coming months.”

The long-awaited sequel to GTA 5 is finally on the horizon.