The parent publisher of Grand Theft Auto VI has weighed in on the topic of $80 games amid speculation that Rockstar’s upcoming game could carry a higher price tag than some expect. Specifically, some have theorized that GTA 6 might cost $100, though there is no evidence of this yet.

Speaking on Take-Two’s latest earnings call, CEO Strauss Zelnick said the company aims to “focus on value,” which is to say that the company wants to deliver “way more value to a consumer than whatever that consumer pays.” Zelnick said he thinks about it this way as opposed to “what the top line price is.”

That doesn’t answer the question of whether or not GTA 6 will cost $80 or more, and it won’t be Take-Two that communicates the price. Zelnick said Take-Two’s individual labels set prices, and it won’t be consistent. For example, 2K Games is charging $50 for Mafia: The Old Country, while some of 2K’s other games will cost more. As for Rockstar Games, it, too, will set its own prices, including for GTA 6.

Zelnick also reminded people that variable pricing has existed for decades in gaming–there has never been one set price for games. For Mafia: The Old Country, 2K opted for a $50 price point because the company wants to “get it into as many hands as we possibly can.”

“Our view is that if you create a huge hit and everyone wants it and everyone buys it, the revenue is gonna take care of itself,” he said.

For Mafia: The Old Country, 2K has also said the game is not open world and doesn’t require a huge time investment. “We think there’s a large audience for compelling stories that don’t require massive time commitments,” 2K said.

While Take-Two is dodging the $80 question for now, Nintendo has confirmed plans to sell Mario Kart World for $80, while Microsoft is making some games $80 as well. Electronic Arts, for its part, has said it will not charge $80 for new games, at least not yet.

Data shows that people are ready and willing to spend $80 or more on new games.