GTA 6's 'right' price predicted by analyst; says: This will generate more revenue

GTA 6 is expected to generate more revenue at the standard $70 price point than at a higher $100 price, a new analysis claims. A study by MIDiA Research (seen by IGN) suggests that pricing the highly anticipated game at $100 would deter potential buyers and ultimately result in lower overall earnings for developer Rockstar . "Our research suggests that GTA 6 will generate more revenue at a standard $69.99 price point than the much-discussed $100," said Perry Gresham, co-author of the report and Head of Data at MIDiA Research. “A $100 price point would actually leave money on the table,” he added.


What the analysis said about GTA 6’s price

The study also indicates that raising the game’s price beyond $70, which it describes as an “optimum” point, could lead to lower revenue due to fewer people buying GTA 6.

“Our research shows that 59% of consumers have some interest in purchasing GTA 6, highlighting the appeal and commercial potential of the game,” said co-author and Games Analyst at MIDiA, Brandon Sutton.


“This notoriety also makes GTA 6 the perfect test case to understand consumer expectations around video game pricing. Our findings should serve as a caution to game developers looking to raise game prices in the future,” Sutton added.

According to the survey results from over 2,000 US consumers, 60% of those interested in GTA 6 said they would ‘definitely’ or ‘probably’ purchase the game at $69.99. To compare, 35% said they would ‘definitely’ or ‘probably’ buy it at $99.99.

The study also found that only 16% of consumers would buy the game at $149.99, while 79% of those interested in GTA 6 said they would ‘definitely’ or ‘probably’ purchase it at $49.99.

Rockstar is expected to announce the game’s official price closer to its release date, which is set for May 26, 2026. GTA 6 will launch on PlayStation 5, Xbox Series X, and Xbox Series S, but a PC version will not be available at release.