Industry analyst Rhys Elliott from Alinea Analytics disagrees with a recent prediction that Grand Theft Auto VI could launch at a record-high price of $100. According to Elliott, this would be a poor business decision for Take-Two Interactive, given Rockstar’s current revenue model.
Elliott named three main reasons why the base game will likely be priced at $70-80. First, GTA Online is still Rockstar’s primary revenue driver, thanks to steady microtransaction income. Pricing the core game too high would limit player adoption and hurt long-term earnings. “The real cash cow is GTA Online and its recurring revenues, so limiting GTA VI’s total addressable audience at launch to make a quick buck wouldn’t be smart. Let’s also not forget there’s a cost-of-living crisis happening globally,” said the analyst.
The second reason is that Rockstar needs to migrate players from GTA V to GTA VI. A $100 price point would create a barrier, slowing the shift and potentially weakening the GTA VI player base, especially since many players are still active in GTA V. “Players not budging from GTA 5 is probably one of GTA VI’s biggest threats, one GTA hasn’t really faced before. After all, live services are mostly zero-sum in today’s oversaturated attention economy. Grand Theft Auto VI isn’t just competing against competitors’ games, it’s competing with TikTok, Netflix, and even its predecessor,” noted Elliot.
Finally, the analyst believes Rockstar could monetize by offering premium editions, charging $100-$120 for bundles that include early access and bonus content. This would align with current AAA pricing trends while maintaining the standard edition’s accessibility.
You can find the report here. What do you think? $100 or $70-80? Yesterday, we reported that GTA Online is gearing up for age verification. Newly leaked screenshots reveal a QR code–based system likely tied to regional laws, such as the UK’s new Online Safety Act.
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