The cost of video games might be on the verge of increasing, and it could be Grand Theft Auto 6 that sets the new standard.
Michael Douse, the Director of Publishing for Larian Studios, recently suggested that the gaming industry is waiting for GTA 6 to push the base price of new games above the current $70 mark.
Douse shared his thoughts on X (formerly Twitter) while discussing the high price of the Ultimate Edition of Star Wars Outlaws.
He criticized the trend of using vague content promises to justify expensive editions, arguing instead that games should be priced based on their quality, scope, and depth.
He also pointed out that the cost of making games is rising due to factors like inflation, yet prices have not kept pace.
“Almost all games should cost more at a base level because the cost of making them (inflation, for one) is outpacing pricing trends,” Douse wrote.
He added that the industry is likely waiting for a major title like GTA 6 to break the $70 barrier, which could then lead to a broader shift in game pricing.
Take-Two CEO Strauss Zelnick has hinted at the possibility of GTA 6 costing more than $70, though he hasn’t confirmed anything.
He mentioned that Take-Two’s goal is to “deliver great value at any given time,” leaving the door open for a potential price increase.
GTA 6 is expected to launch in fall 2025, and it could play a significant role in boosting the video game industry, according to a report from Circana.
Ubisoft CEO Yves Guillemot has also expressed confidence that GTA 6 will benefit the entire industry, even as other games launch around the same time.
The $70 price point for new games became standard with the release of the PS5 and Xbox Series X|S in late 2020. Take-Two was among the first to adopt this price with NBA 2K21, and other major titles like Call of Duty: Black Ops Cold War and Demon’s Souls quickly followed suit.
Earlier this year, Embracer CEO Lars Wingefors suggested that it might take one company making the first move to see how customers react to even higher prices, and GTA 6 could be the game to do just that.
