It is one of the most debated unanswered questions in all video games: how much will Grand Theft Auto 6 cost? Amid the speculation, new research suggests that a $100 price point would actually earn Rockstar Games less money than if it went for the “sweet spot” of $70.
Take-Two CEO Strauss Zelnick is often asked how much GTA 6 will cost, with some predicting fans would be willing to pay $100 for what is expected to be the biggest entertainment launch of all time. However, Zelnick continues to avoid giving a direct answer, emphasizing the company’s focus on delivering value to customers.
Adding fuel to the discussion is the gaming industry’s recent price jump — from $70 to $80 for some major releases. If Nintendo is charging $80 for Nintendo Switch 2 games and Microsoft follows the same path, it seems unlikely that GTA 6 will be priced any lower.
However, analysts remain divided. Earlier this year, Epyllion CEO Matthew Ball predicted that GTA 6 could cost between $80 and $100, breaking the long-standing $70 barrier. Ball argued that “packaged game prices have never been lower in real terms”, despite skyrocketing development costs and slower player growth.
On the other hand, other industry experts believe that such a high price would reduce potential buyers and harm Rockstar’s total revenue.
Recent research by MIDiA supports this argument. Their Gabor-Granger pricing analysis, based on a survey of more than 2,000 U.S. consumers, revealed that $70 remains the optimal price point for maximum sales and revenue.
GTA 6 Pricing Research Results
| Price Point (USD) | % of Interested Consumers Likely to Buy | Insights |
|---|---|---|
| $49.99 | 79% | High interest but lower profit per unit |
| $69.99 | 60% | Sweet spot with maximum total revenue |
| $99.99 | 35% | Significant drop in buyer interest |
| $149.99 | 16% | Only superfans show purchase intent |
According to MIDiA Research, pricing GTA 6 at $69.99 could result in 22.9 million copies sold in the U.S. alone, generating around $1.6 billion in revenue.
Perry Gresham, Head of Data at MIDiA, explained, “Our research suggests that GTA 6 will generate more revenue at a standard $69.99 price point than the much-discussed $100. A $100 price point would actually leave money on the table.”
Brandon Sutton, Games Analyst at MIDiA, added, “59% of consumers are interested in purchasing GTA 6, making it a perfect test case for understanding pricing psychology in gaming.”
Will Rockstar Charge Extra for GTA Online?
Another big question remains — what will Rockstar Games do with GTA Online? Will access be included with GTA 6, or will it become a separate paid or subscription-based service? So far, Rockstar hasn’t revealed any official plans.
With GTA 6 releasing on May 26, 2026, for PlayStation 5 and Xbox Series X/S, fans are eagerly waiting for answers about both pricing and online access.
Until then, the most likely and consumer-friendly price point for GTA 6 remains $69.99, according to market experts and data-driven analysis.
Ashish Rai is a professional automotive writer with four years of experience crafting reviews, features, and technical guides. Passionate about vehicles, he translates complex engineering concepts into engaging content. Covering market trends, EV developments, and driving experiences, Ashish delivers insightful, reader-friendly articles that ignite automotive enthusiasm worldwide consistently with integrity.
