Though there are certainly those who believe otherwise, a market-research firm has concluded that selling GTA 6 for $100 would not be wise.
According to IGN, market-research firm MIDiA Research conducted a new study on the pricing for Rockstar's upcoming crime sim. Leaning on the Gabor-Granger pricing analysis method and surveying more than 2,000 US consumers (a small sample size), MIDiA Research concluded that $70 is the consumerist sweet spot for GTA 6. Any more than that and revenue would tank.
"Our research suggests that GTA 6 will generate more revenue at a standard $69.99 price point than the much discussed $100," MIDiA Research's Head of Data and study co-author, Perry Gresham, told IGN. "A $100 price point would actually leave money on the table.”
The firm's games analyst, Brandon Sutton, echoed Gresham's sentiment, saying that GTA 6's price--whatever it ends up being--should "serve as a caution" to other publishers looking to raise game prices.
"Our research shows that 59% of consumers have some interest in purchasing GTA 6, highlighting the immense appeal and commercial potential of the game," Sutton said. "This notoriety also makes GTA 6 the perfect test case to understand consumer expectations around video games pricing."
IGN pointed to some other findings within the study, too. MIDiA Research found that 60% of consumers said they'd "definitely" or "probably" buy GTA 6 at $70, while just 35% said the same thing if the game were $100. Of course, that number jumped to 79% if Rockstar dropped its crime sim at an improbable $50, and a whopping 16% would scoop the game up at an eye-watering $150 tag.
This suggests that, according to MIDiA Research, the "optimal" $70 price would equate to nearly 9% of US adults buying the game, which could total to about 22.9 million copies sold and roughly $1.6 billion in revenue.
That means that, unlike former Saints Row developer Chris Stockman, who said in an October 2025 Esports Insider interview that he "really hope"GTA 6 launches at $100, most others in MIDiA Research's study completely disagree with this feeling.
However, Take-Two CEO Strauss Zelnick has dodged questions around raising game prices, so we just have no clue how much GTA 6 will cost when it launches on May 26, 2026 for PlayStation 5 and Xbox Series X|S.
Source
According to IGN, market-research firm MIDiA Research conducted a new study on the pricing for Rockstar's upcoming crime sim. Leaning on the Gabor-Granger pricing analysis method and surveying more than 2,000 US consumers (a small sample size), MIDiA Research concluded that $70 is the consumerist sweet spot for GTA 6. Any more than that and revenue would tank.
"Our research suggests that GTA 6 will generate more revenue at a standard $69.99 price point than the much discussed $100," MIDiA Research's Head of Data and study co-author, Perry Gresham, told IGN. "A $100 price point would actually leave money on the table.”
The firm's games analyst, Brandon Sutton, echoed Gresham's sentiment, saying that GTA 6's price--whatever it ends up being--should "serve as a caution" to other publishers looking to raise game prices.
"Our research shows that 59% of consumers have some interest in purchasing GTA 6, highlighting the immense appeal and commercial potential of the game," Sutton said. "This notoriety also makes GTA 6 the perfect test case to understand consumer expectations around video games pricing."
IGN pointed to some other findings within the study, too. MIDiA Research found that 60% of consumers said they'd "definitely" or "probably" buy GTA 6 at $70, while just 35% said the same thing if the game were $100. Of course, that number jumped to 79% if Rockstar dropped its crime sim at an improbable $50, and a whopping 16% would scoop the game up at an eye-watering $150 tag.
This suggests that, according to MIDiA Research, the "optimal" $70 price would equate to nearly 9% of US adults buying the game, which could total to about 22.9 million copies sold and roughly $1.6 billion in revenue.
That means that, unlike former Saints Row developer Chris Stockman, who said in an October 2025 Esports Insider interview that he "really hope
However, Take-Two CEO Strauss Zelnick has dodged questions around raising game prices, so we just have no clue how much GTA 6 will cost when it launches on May 26, 2026 for PlayStation 5 and Xbox Series X|S.
Source