There’s speculation that Rockstar Games might price Grand Theft Auto 6 at $100 upon release, potentially setting a concerning precedent for the future of gaming.
While no solid evidence confirms that GTA 6 will carry a triple-digit price, some industry experts have hinted that it’s a possibility.
Discussions Surrounding GTA 6’s Price
During a 2024 Take-Two Interactive earnings call, CEO Strauss Zelnick addressed the company’s pricing philosophy, though he did not confirm a specific price for Grand Theft Auto 6. Zelnick emphasized a commitment to delivering value:
“Look, there’s more content constantly being made available, and we really aim to deliver great value at any given time. We’re so focused on delivering more value than what we charge. And that’s sort of the rubric.”
He also highlighted their goal of ensuring that pricing is a positive for consumers:
“And any time we establish a price, we want to make sure that it’s good news for the consumer; that the experience vastly over delivers in the context of the cost. That’s the goal.”
These statements may alleviate concerns about GTA 6 launching with a $100 price tag, as such a move would likely contradict the company’s goal of creating “good news” for players. However, veteran investment analyst Matthew Ball raised the possibility of a price hike in his extensive report, State of Video Gaming in 2025. Ball suggested that GTA 6 might be priced at “$80 or even $100,” arguing this could set a new standard for the industry and enable other developers to overcome longstanding price barriers.
He explained that while a price hike might not appeal to players, it could be justified given that “packaged prices have never been lower in real terms than they are today,” even as game development costs reach “all-time highs.”
Similarly, Michael Douse, developer of Baldur’s Gate 3, advocated for higher game prices. On X (formerly Twitter), Douse argued that games should be priced “accordingly with their quality, breadth, and depth,” noting that development costs are outpacing pricing trends. He added that “everyone’s just waiting for GTA 6 to [raise prices]” to spark industry-wide changes.
While fears of a $100 price tag persist, fans can take some comfort in recent news. Despite speculation about potential delays, a Rockstar developer recently reaffirmed the game’s 2025 release window, suggesting there’s no cause for immediate alarm.
Why GTA 6 Definitely Won’t Cost $100
Grand Theft Auto 6 is poised to be one of the biggest video game releases in history, both in terms of sales and scale. With development spanning several years since the release of Red Dead Redemption 2 in 2018, production costs are undoubtedly high. However, several factors suggest that a $100 price point for the game is highly unlikely.
Commitment to Consumer Value
Take-Two Interactive CEO Strauss Zelnick has emphasized the company’s focus on ensuring that their pricing represents value for players. During a recent earnings call, he stated:
“We’re so focused on delivering more value than what we charge. … Any time we establish a price, we want to make sure it’s good news for the consumer.”
This approach makes a $100 price tag unlikely, as such a move could alienate consumers and contradict their stated philosophy.
Historical Pricing Trends
When Grand Theft Auto V launched in 2013, its standard edition retailed for $60, which was consistent with industry norms. Today, most AAA games are priced at $70, following a modest adjustment that began around 2023. This gradual increase occurred nearly two decades after the $60 standard emerged during the Xbox 360 and PlayStation 3 era in 2005.
Jumping to $100 for GTA 6 would represent a historic and disproportionate leap in pricing, which is unlikely given the potential backlash and risk to sales.
Rockstar’s Long-Term Revenue Model
Rockstar’s success with GTA Online illustrates why a dramatic price hike isn’t necessary. According to The Wall Street Journal, GTA Online generated $500 million in revenue during the 2022/23 fiscal year through Shark Cards and GTA+ subscriptions, nearly a decade after its original launch.
With GTA 6 expected to have a similar long-term monetization strategy, Rockstar can rely on continued revenue from microtransactions and paid DLC rather than relying on a steep upfront price.
Balancing Costs and Accessibility
While development costs for GTA 6 are likely to be significant, setting the price at $100 could restrict accessibility for many players, impacting sales volume. The game is anticipated to be one of the best-selling titles of all time, and sticking closer to the current $70 standard ensures that more players can afford it.
A More Realistic Scenario
If Take-Two and Rockstar were to implement a price increase, it would likely be closer to $80 rather than $100. While this would still be a significant shift, it would be more in line with historical pricing trends and consumer expectations.
In summary, GTA 6 doesn’t need a drastic price hike to be successful. The game is likely to maintain a price point of around $70, ensuring accessibility while maximizing long-term revenue through its extensive post-launch content and monetization strategies.
