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One of the biggest questions within the entire video games industry from players to other publishers and developers is how much GTA 6 will cost. Take-Two Interactive’s CEO has been coy about the price, only going as far as to say that it will “deliver more value” than players pay for. While we await an official announcement regarding its cost, a new study has warned Rockstar that selling GTA 6 for $100 would “leave money on the table”. This same study also cautions other developers and publishers against selling beyond the optimal fee of $69.99.
New research study warns GTA 6 selling for $100 would “leave money on the table”
MIDiA Research have just posted a new research study titled, ‘The winning formula for Grand Theft Auto VI Games pricing strategy’. To summarise, through a survey of more than 2,000 consumers in the United States, the study shows that “$70 would maximise sales unlike $100 which would reduce revenue”.
Per IGN, the report finds that 60% of consumers interested in GTA 6 would “definitely” or “probably” buy the game at $69.99, meanwhile, only 35% of interested consumers would “definitely” or “probably” purchase the game at $99.99.
In addition, the study argues that releasing GTA 6 at the optimal price point of $69.99 would result in around 8.6% of the U.S. adult population purchasing the game. This would equate to 22.9 million copies sold and approximately $1.6 billion in revenue.
As for selling at $100, MIDiA Research’s Head of Data and co-author of the report, Perry Gresham, claims, “A $100 price point would actually leave money on the table,” same for any price beyond the optimal $69.99.
Lastly, Brandon Sutton, Games Analyst at MIDiA and co-author of the report, said, “GTA 6 [is] the perfect test case to understand consumer expectations around video games pricing”. According to Sutton, MIDiA’s “findings should serve as a caution to game developers looking to raise game prices in the future”.
There have been reports of other publishers hoping GTA 6 will raise the standard price of games beyond even the $80 of some Nintendo Switch exclusives. We have seen price increases in the video games industry with Nintendo selling some exclusives at $80 and Xbox Game Pass hiking its Ultimate subscription up to $360 for 12-months.
We don’t know how much GTA 6 will cost, but many analysts predict it will be the biggest entertainment launch in history. In an ideal world, the Standard edition would cost $69.99 with a Deluxe or Collector’s Edition selling at $100 for the fans willing to pay extra.
Right now, the GTA 6 release date is May 26th, 2026. Take-Two Interactive’s CEO has said he is confident in this release date, and has vowed Rockstar are determined to beat the “extraordinary expectations” set by the world.
About the Author
Grand Theft Auto 6
- Platform(s): PlayStation 5, Xbox Series S, Xbox Series S/X, Xbox Series X
- Genre(s): Action, Action Adventure
