A new consumer study suggests that Grand Theft Auto 6 would risk leaving money on the table if its entry-level price was above $69.99. The findings ease recent GTA 6 pricing concerns voiced by fans.
As one of the most anticipated video games of all time, GTA 6 has long been expected by some industry watchers to push the boundaries of standard AAA pricing. This perception has fueled speculation of $80 or even $100 price tags, appearing in analyst notes, retailer placeholders, and fan discussions that emerged online since the game's late 2023 reveal.
Analysts Predict How Much Revenue GTA 6 Will Generate in Its First 2 Months
An analyst groups shares its prediction for Rockstar's Grand Theft Auto 6, stating that the game will earn an eye-watering amount within two months.
$70 GTA 6 Launch Would Earn More Than a $100 Sticker, Survey Suggests
Although Take-Two had already signaled that GTA 6 will have multiple editions, some of which are bound to be more expensive than others, concerns about the publisher trying to push the envelope of entry-level pricing may be misplaced. That's the takeaway from a recent study by MIDiA Research, which suggests a $69.99 launch would earn more money than pricing the base game higher. The findings are based on a Gabor–Granger-style survey of over 2,000 U.S. Consumers.
The Gabor–Granger Price Analysis Method Explained
The Gabor-Granger method is a straightforward survey technique where respondents are asked whether they would buy a certain product at some realistic price point. Based on binary answers, the researcher then nudges the price up or down as the survey continues, eventually finding the highest price that the majority of respondents are willing to pay. The Gabor-Granger method is a common technique for determining consumer-facing product pricing across many industries.
Based on MIDiA's representative sample data, 59% of U.S. Consumers are interested in purchasing Rockstar's upcoming game. "When a title appeals to both core fans and the broader market, companies must strike a careful balance in pricing strategy," explains MIDiA gaming industry analyst Brandon Sutton. Take-Two has thus likely conducted extensive research into potential GTA 6 launch pricing, and if its findings align with MIDiA's, the game is unlikely to debut above the standard $69.99 price point for modern AAA releases.
When a title appeals to both core fans and the broader market, companies must strike a careful balance in pricing strategy.
The possibility of a $69.99 launch mostly aligns with a recent report by leaker Millie A, who claimed GTA 6 would launch in three editions: Standard, Deluxe, and Premium. The same source shared alleged UK pricing, stating the game will start at £69.99, with higher-tier editions priced at £89.99 and £109.99. Early access to GTA 6 Online was the only benefit mentioned for the higher-tier editions, though it likely won’t be the only one—assuming the reported tier structure is accurate. Following its latest delay, Rockstar's much-anticipated title is now scheduled to launch on May 26, 2026. To date, GTA 4 is the only series entry to release in the middle of the year. It might keep that title for a while yet, as recent insider reports suggest another GTA 6 delay that would push it back to late 2026 is not out of the question.
OpenCritic Reviews
- Released
- November 19, 2026
- ESRB
- Rating Pending - Likely Mature 17+
- Developer(s)
- Rockstar Games
- Publisher(s)
- Rockstar Games
