Asger Risom
As we depart another year GTA-less, fans are increasingly wondering what the fabled game might end up costing.
The price tag for Grand Theft Auto 6 has become one of the biggest unanswered questions in gaming, with speculation intensifying as the 2026 launch approaches.
Some believe Rockstar could charge as much as $100 for what is expected to be the largest entertainment release ever. New research, however, suggests that strategy could backfire.
Pricing pressure builds
Take-Two Interactive CEO Strauss Zelnick has repeatedly sidestepped questions about GTA 6’s price, saying only that the company wants to deliver value. The debate has grown louder as publishers experiment with higher price points, with some new games already reaching $80.
Analysts have floated the idea that GTA 6 could break the $70 barrier. Earlier this year, Epyllion CEO Matthew Ball argued that “some gamemakers hope GTA 6 will be priced at $80 to $100,” framing the game as a potential reset for industry pricing after years of real-term decline.
A revenue sweet spot
That logic is now being challenged. According to new research from MIDiA Research, reviewed by IGN, charging $100 would likely reduce both sales and total revenue.
The study is based on a Gabor-Granger pricing analysis and a nationally representative survey of more than 2,000 US consumers. It found that $69.99 delivers the highest overall revenue potential.
“Our research suggests that GTA 6 will generate more revenue at a standard $69.99 price point than the much discussed $100,” Perry Gresham, MIDiA’s head of data and co-author of the report, told IGN. “A $100 price point would actually leave money on the table.”
Fans vs superfans
The data shows that while some dedicated fans would still buy at higher prices, the drop-off among casual buyers would outweigh those gains.
At $69.99, 60% of interested consumers said they would “definitely” or “probably” buy the game. That figure falls to 35% at $99.99. At an extreme $149.99, superfans were nearly twice as likely to buy as average players, but not in numbers large enough to offset lost sales.
MIDiA estimates that launching at the optimal price would see around 22.9 million copies sold in the US alone, generating roughly $1.6 billion in revenue.
Still many unknowns
Pricing is just one piece of the puzzle. Questions also remain about the future of GTA Online, including whether Rockstar could charge separately or introduce new subscription models.
For now, fans will have to wait. GTA 6 is scheduled to launch on May 26, 2026, for PlayStation 5 and Xbox Series X and S.
Sources: Matthew Ball, Rockstar, Reddit, MiDia
