GTA 6’s Price Tag: Rockstar’s Most Expensive Game Yet?Bell also said ,”package game prices have never paGTA 6 is coming soon! As always, the most asked — and debated yet unanswered — question is: How much will Grand Theft Auto 6 cost?

Fans suspect, and new research suggests, that it could be around $100, which could actually earn Rockstar more money than sticking with the traditional “sweet spot” price of $70.

Strauss Zelnick, the CEO of Take-Two, is often asked how much GTA 6 will cost. There’s growing speculation that some fans are willing to pay around $100 for what’s expected to be the biggest entertainment launch of all time. Every time Zelnick is asked, he simply points out that the company is focused on delivering value for customers.

The recent increase in game prices — rising from $70 to $80 — has only added fuel to the debate.

Nintendo, for example, is charging $80 for games like Mario Kart World and Minecraft. With prices jumping to $80 next year for many major releases, it’s hard to imagine GTA 6 being priced any lower.

But we still don’t know what Rockstar is planning to do. There are different types of predictions coming out all the time, each suggesting something new.

In early 2025, Matthew Ball, the CEO of Epullion and a well-known analyst, shared a detailed presentation predicting that the price of GTA 6 could reach $100.

Ball explained that “some game makers hope GTA 6 will be priced at $100, breaking the $70 barrier and encouraging $50 titles to move up to $60, $60 games to move up to $70, and $70 games to reach $80,”

Ball also said, “Packaged game prices have never been lower in real terms than they are today, even though budgets are at an all-time high and player growth has leveled off.”

He added that “GTA 6 could reestablish packaged video game prices after decades of deflation, despite the rising development costs across the industry.”

Some have tried to pour cold water on the $100 price prediction, arguing that the massive excitement surrounding GTA 6 means there’s no reason to limit the game’s potential audience by raising the price.

Since Rockstar has always followed the traditional $70 sweet spot, increasing the price to $100 for GTA 6 could actually hurt sales, as the company might lose potential revenue from players unwilling to pay the higher cost.

A MIDiA Research study, reviewed by IGN, rejected the idea of a $100 price point for GTA 6. MIDiA’s model, which uses the Gabor-Granger pricing analysis and data from a nationally representative survey of more than 2,000 U.S. consumers, suggests that pricing the game at $70 would maximize sales potential and keep fans satisfied.

In contrast, launching at $100 would likely reduce both unit sales and overall revenue.$69.99 specifically generates the maximum revenue of any price tested in the survey, Perry Gresham, Head of Data at MIDiA Research and co-author of the report, told IGN. This aligns with existing research suggesting that consumer psychology tends to favor prices ending in .99.

Research suggests that at a price point of $70, GTA 6 would generate more revenue than at the much-discussed $100 price point. Gresham said, “A $100 price point would actually leave money on the table.”

The data indicate that any additional revenue from players willing to pay above the $70 sweet spot would be less than the revenue lost from those who decide not to buy the game.

Our data shows that 69% of customers have some interest in purchasing GTA 6, clearly highlighting the huge excitement and potential surrounding the game.

This also suggests that a highly anticipated title like GTA 6 could serve as a perfect test to see if players are willing to pay more than the usual sweet spot. Additionally, it could act as an example for other game developers considering raising the price of their titles in the future.

Will Rockstar Break the $70 Barrier With a $100 Launch?

79% of customers who expressed interest in GTA 6 said they would definitely or probably buy the game at $50. Among superfans, about 60% said they would still purchase the game even at a higher price point of $150.

At the highest projected price of $150, only these superfans would likely pay nearly twice the typical amount, which would significantly reduce the number of average customers — though not enough to offset potential revenue losses from a smaller audience.

Price is just one of the many unanswered questions swirling around GTA 6. Another major question is what Rockstar plans to do with GTA Online.

Could the company charge more for access? Will it remain a standalone free download? Might Rockstar introduce a subscription model?

Or will Rockstar and Take-Two continue to offer GTA Online at no additional cost, as they have in the past?

GTA 6 is coming out soon, and only then will we get all the answers.