He argued that the companies could justify the pricing by bundling the game with a substantial amount of in-game currency for use in Grand Theft Auto Online, which we found out in February will continue to receive support following the sixthquel's launch sometime after Borderlands 4 hits the storeshelves later this year.
The rationale behind this pricing strategy stems from the success of integrating online experiences with premium game releases, as seen with titles like Call of Duty. Pachter points out that such integration led to a significant increase in sales for Call of Duty's premium offerings. By applying a similar approach to GTA 6, Take-Two could potentially justify the higher price point while offering added value to consumers.
However, the $100 price tag, which other analysts have discussed before, remains a pain point, particularly for those who are primarily interested in the single-player experience and may not care much for the bundled online currency. Although the success of GTA Online does give Rockstar and Take-Two a reason to consider this move, it can't risk alienating what some might call a vocal minority, and others the core fanbase of GTA who have been enjoying and supporting the franchise long before it went 'Online'.
It's worth noting that Take-Two has a history of taking the lead (and the brunt of the criticism) when it comes to pricing changes. In 2020, the company's NBA 2K21 was one of the first current-generation games to adopt a $70 price point, a move that was subsequently followed by other publishers. This suggests that Take-Two may indeed be willing to push boundaries when it comes to pricing strategies for its flagship titles.
That of course implies that Rockstar will actually listen to Take-Two. Former Activision and Microsoft executive said it best when he called GTA 6 king and that Rockstar has far more freedom and authority than your typical subsidiary. If it feels like it's flirting with disastrous results too much, Rockstar may choose to release GTA 6 at a more reasonable price point instead.
While the argument exists that Rockstar and Take-Two have a two-billion-dollar-sized reason why it should raise the price of GTA 6, it's no secret that the game stands to make back its development costs within a year of releasing. Given that it will likely receive support for at least the next decade with a PC release and a launch on the next generation of consoles not too far away, Rockstar and Take-Two need not concern themselves with potentially burning bridges in search for short-term profit.
Don't forget that Rockstar and Take-Two are reportedly looking at turning GTA 6 into the next Fortnite and Roblox , possibly dropping numbered installments entirely. The last thing these companies would want to do is to anger the players who will defend them tooth and nail when controversies surrounding GTA 6 inevitably come.
Speaking of GTA 6's price tag, if it does indeed end up selling for $100, this Malaysian retail store might want to raise their pre-order price.
