Analysts suggest Grand Theft Auto VI could drive a new industry-wide price increase beyond $70
A Bank of America analyst argues that raising GTA 6’s price could help normalize higher game costs across the market.
Grand Theft Auto VI is such a massive title that practically any detail related to it sparks conversation. One of the most recurring topics is its price. Rockstar Games’ upcoming release is poised to be the studio’s most ambitious project yet, with an impact destined to shape the industry, and for some analysts, its cost should reflect that. In fact, in recent months, there has even been speculation about a price tag of up to $100. Now, a new analysis suggests another possible price adjustment, accompanied by a different rationale.
The information comes from IICON, the new event organized by the Entertainment Software Association, which is taking place in Las Vegas and brings together developers and executives to discuss the state of the industry. According to Bank of America analyst Omar Dessouky (via Seeking Alpha), who attended the event, he commented that he “heard from attendees that the industry, which is perceived as struggling, would have difficulty selling games for $80 if GTA 6 were released at $70. We think it’s in Take-Two’s self-interest, as a publisher and partner to many developers, to raise the price point for the entire industry.”
A Price That Will Be Hard to Pin Down
Recently, Strauss Zelnick, CEO of Take-Two —the parent company of Rockstar Games—spoke on the subject of pricing, noting that “Consumers pay for the value you provide them, and our job is to charge far, far less than the value we deliver.” While this statement does not clearly define what the final cost of the game will be, it at least suggests that the company is seeking to avoid a price that would be excessive for the consumer.
The debate over the price of a new Rockstar Games title is nothing new and has been a recurring theme in previous generations. Both Grand Theft Auto V and Red Dead Redemption 2 hit the market at a price in line with industry standards, despite offering highly detailed and ambitious open worlds, and still managed to become commercial successes.
For now, while the final price of Grand Theft Auto VI is being determined, the game is scheduled to launch on November 19 on PlayStation 5 and Xbox Series X/S.
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