The gaming community is abuzz with discussions surrounding the potential pricing of the highly anticipated Grand Theft Auto 6 (GTA 6). Recently, Matthew Ball, CEO and analyst at Epyllion, suggested in a comprehensive 2025 gaming industry presentation that some game developers might aim to price GTA 6 between $80 and $100. This proposal aims to push the standard game price upward, potentially reshaping the financial landscape of AAA titles.
Traditionally, big AAA games have been priced around $60, but in recent years, prices have steadily climbed to $70. Ball’s suggestion of a $100 price point for GTA 6 has ignited a significant debate among gamers and industry analysts alike. While Ball did not assert that GTA 6 will definitively cost $100, the mere possibility has sparked widespread speculation and concern over its feasibility and impact on the gaming market.
Mat Piscatella, an analyst at Circana, weighs in on the matter, expressing skepticism about the practicality of a $100 GTA 6. “There’s just no need,” Piscatella stated on Bluesky. “You want to make the funnel as wide as possible, while also optimizing launch dollars. Pricing the base game at $100 would narrow the funnel significantly, which doesn’t make sense.”
Joost van Dreunen, a professor at NYU Stern and author of the SuperJoost newsletter, echoes this sentiment. He argues that a price hike would be a strategic misstep for Take-Two and Rockstar Games, the developers behind the Grand Theft Auto series. “Their success with GTA 5 was partly due to their pricing strategy—launching at a standard price point late in the console cycle and then offering additional copies to players upgrading to new consoles. They’re likely to stick to this proven approach,” van Dreunen explained. However, he acknowledges the possibility of premium editions with extra features being sold at higher prices.
Further analysis from industry experts concurs that GTA 6 is unlikely to break the $70 barrier for its base game. Rhys Elliott from MIDiA highlights a critical loophole: many publishers already offer games at $100 through “early access” or “collector’s editions.” These editions come with additional perks, making the higher price more palatable to consumers. Publishers like WB Games, Xbox, EA, and Ubisoft have successfully implemented this strategy without alienating their player base.
Elliott cautions that charging $100 for the base game without extra features would be “a bridge too far.” He points out that while GTA 6 is poised to become a cultural phenomenon, a steep price increase could result in significant player backlash and limit the game’s overall reach. “Rockstar would not want to limit its total addressable market,” Elliott noted, emphasizing the importance of maintaining a broad player base for GTA Online, which is a major revenue driver.
The conversation also touches on the future of GTA Online, the multiplayer component that has sustained GTA 5’s popularity for over a decade. James McWhirter, a senior games analyst at Omdia, believes that Rockstar will likely maintain the free-to-play model for GTA Online, similar to GTA 5. This approach ensures continued engagement and recurring revenue without imposing additional costs on players.
Ultimately, while the idea of a $100 GTA 6 has captured attention, the consensus among experts is that such a price point is unlikely and impractical. Rockstar Games is expected to adhere to established pricing strategies that balance profitability with player accessibility, ensuring that GTA 6 can achieve the same monumental success as its predecessor.