9 articlesEver since GTA 6 was announced, there have been countless speculations surrounding the game’s pricing when it releases. There were claims going around saying the game will potentially cost somewhere between $80 and $100.
Add to that the recent price hikes for Nintendo games and Xbox Game Pass subscriptions, it seems that the game is likely to head to that price point once it goes out in 2026.
However, research conducted by MIDia Research revealed that while Rockstar might welcome a $100 price point for GTA 6, they will likely end up losing millions as players are less likely to buy it.
Perry Gresham, Head of Data at MIDia Research, stated that “GTA 6 will generate more revenue at a standard $69.99 price point as opposed to the rumored $100.” He even added that putting the game at a $100 price point could only be detrimental to the game’s overall sales.
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What the Report Suggested Would Be an Optimal Price Point
According to the report, which included responses from more than 2,000 US consumers, 79% are more than happy to buy the game for $49.99. Meanwhile, 60% said they’d “definitely” or “probably” buy the game if it’s priced at $69.99.
This is a stark contrast to only 35% who would buy the game at $99.99 and only 16% at $149.99.
Brandon Sutton, Games Analyst at MIDia Research, stated that “Our study shows that 59% of consumers are interested in buying GTA 6, which outlines GTA 6’s immense appeal and commercial potential.”
The report that the optimal price for GTA 6 when it releases is $69.99. Sutton and Gresham also estimated that around 8.6% of the US adult population would buy the game. This equates to roughly 22.9 million copies sold which, in turn, equals $1.6 billion in revenue.
Even if Rockstar decides to sell the game at a premium price point – considering some fans would buy it anyway – they’d still end up losing revenue.
Data from the study says the revenue gained from fans who’d opt to still buy the game at a higher price point would be less compared to the revenue they’d lost from fans who’ll simply wait for the game to go on sale.
While Rockstar Games and Take-Two Interactive are yet to make a comment on this report, the possibility of GTA 6 releasing at a premium price point is still there.
