A new report has challenged recent speculation that Rockstar Games could charge $100 for Grand Theft Auto 6. According to a detailed study by MIDiA Research, increasing the price of the highly anticipated open-world blockbuster beyond the standard $70 mark would actually reduce total revenue and discourage more players from buying it.
Personally, I was taken aback when I saw the rumours that the game was going to be priced at a sweet $100, because the usual rates on the PS store are already eyebrow raising and to go above and beyond that is something many gamers would not accept so easily.
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Why $70 Is the “Sweet Spot” for GTA 6
The study, shared with IGN, analyzed the spending behavior of over 2,000 U.S. consumers. It concluded that GTA 6 would perform best at a $69.99 price point, balancing consumer interest and profitability.
Perry Gresham, Head of Data at MIDiA Research and co-author of the study, said, “Our research suggests that GTA 6 will generate more revenue at a standard $69.99 price point than the much-discussed $100. A $100 price point would actually leave money on the table.”
According to MIDiA, this $70 figure represents the optimum pricing threshold before diminishing returns start to appear.
How Players Respond to Higher Price Points
The report revealed striking differences in player intent depending on price. At the standard $69.99 cost, 60% of respondents who expressed interest in GTA 6 said they would “definitely” or “probably” purchase the game.
That number dropped sharply to 35% at a $99.99 price point, and fell even further to just 16% at $149.99.
In contrast, if Rockstar decided to lower the price to $49.99, an impressive 79% of interested consumers said they would “definitely” or “probably” buy the game.
These findings highlight how sensitive even major gaming audiences are to pricing changes, despite GTA 6 being one of the most anticipated releases in history.
Analysts Warn Against Industry-Wide Price Hikes
Brandon Sutton, Games Analyst and co-author of the report, said that the GTA 6 case offers valuable insights for the entire gaming industry.
“This notoriety makes GTA 6 the perfect test case to understand consumer expectations around video game pricing,” Sutton explained. “Our findings should serve as a caution to game developers looking to raise game prices in the future.”
While many studios have recently justified higher prices due to increasing development costs and production scale, this research suggests that a $70 ceiling may remain the most effective strategy for maximizing long-term revenue.
What It Means for Rockstar and Gamers
Rockstar Games has not yet confirmed how much GTA 6 will cost, but analysts expect the publisher to stick with the $70 price tag closer to launch. The company’s history of post-launch monetization through GTA Online also gives it less incentive to push for a higher upfront price.
If Rockstar does follow MIDiA’s recommendation, GTA 6 could see a broader launch audience and stronger early adoption — especially considering the game’s absence from PC at release.
GTA 6 Release Plans and Platforms
Grand Theft Auto 6 is currently scheduled to release on May 26, 2026, for PlayStation 5, Xbox Series X, and Xbox Series S. A PC version is expected to arrive later, though Rockstar has not provided a timeline.
Given the immense global demand for the game, maintaining an accessible price point may help the studio achieve one of the biggest entertainment launches of all time.
