The Entire Industry Is Wrong About GTA 6's Price, New Research Claims

Whereas everyone from industry insiders to trusted analysts and even former PlayStation executives believe that Rockstar Games will sell Grand Theft Auto 6 for around $100, new research suggests otherwise.

A comprehensive new study has revealed that pricing the next Grand Theft Auto at $100 would actually hurt Rockstar's bottom line.

The research, conducted by MIDiA Research (via IGN), surveyed over 2,000 American consumers and used sophisticated pricing analysis to determine the optimal price point for the highly anticipated game. Their findings paint a clear picture that challenges conventional wisdom about premium pricing for blockbuster releases.

For months, speculation has run wild about whether Take-Two Interactive and Rockstar would dare to price their upcoming blockbuster at $100 or more. It's not an unreasonable fear. Game prices have been creeping upward, with some titles, particularly from Microsoft and Nintendo, already releasing at a $80 price point.

However, based on MIDiA Research's data, maintaining the current standard price of $69.99 would generate maximum revenue for Rockstar. Going higher would literally result in GTA 6 selling less, and not more.

When participants who expressed interest in GTA 6 were asked about their purchase intentions, 60 percent said they would definitely or probably buy the game at the standard $69.99 price point. That percentage dropped dramatically to just 35 percent when the theoretical price was raised to $99.99. This is in contrast to what gamers in Brazil recently said about their willingness to pay more for GTA 6.

The research reveals that even the most dedicated players wouldn't save a $100-plus price tag. While these hardcore enthusiasts were about twice as likely as average consumers to purchase at the highest price points, their numbers still weren't enough to offset the massive drop in overall sales.

This makes perfect sense when you think about it. Video games, unlike many luxury items, rely on massive sales volumes to generate their profits. Pricing too can actually decrease total revenue when the lost customers outweigh the extra money from those willing to pay more. This isn't ideal considering how much hinges on GTA 6 already with the game winning awards, setting records, getting nominations, and helping Take-Two set record highs in terms of stock prices ahead of its Q2 2026 earnings call.

So while there's always temptation to push prices higher, especially for highly anticipated releases, consumer psychology has its limits. The sweet spot appears to be right where we are now, with that psychological barrier of $70 remaining firmly in place.

Based on the numbers, the optimal $69.99 price point could result in approximately 8.6 percent of American adults purchasing GTA 6. That translates to roughly 22.9 million copies sold in the United States alone, generating around $1.6 billion in revenue just from domestic sales, which is in line with sales expectations and projections.

Of course, this is all just speculative, and the only ones privy to the pricing details of GTA 6 are a handful of people, led by the likes of Strauss Zelnick and Sam Houser. The rest, including these folks who are being harassed outside of Rockstar North, probably know just as much as us.

Besides, until we receive an official confirmation, it's best to start saving up. Because even if GTA 6 doesn't end up being priced higher than most games, you certainly would want to get a PlayStation 5 Pro to enjoy it at its best.