GTA 6 price debate: 100 euros too much for most gamers, survey finds

There has been speculation about the price of GTA 6 for a long time. Many experts believe that 100 euros for the upcoming game from Take-Two Interactive is not unlikely. But are gamers actually willing to pay that much? A new survey provides an answer.

100 euros for GTA 6?

GTA 6 could become a price breaker in the video game world. There has been talk for a long time that the hotly anticipated sixth part of the series could cost 100 euros when it is released. According to Take-Two CEO Strauss Zelnick, the game is “worth more than we’re asking” anyway. However, a new survey finds that 100 euros for Grand Theft Auto 6 is too expensive for most gamers.

The market research company MIDiA Research (via IGN) surveyed over 2,000 Americans and analyzed various price points for Rockstar Games’ upcoming blockbuster. The result should give Take-Two and Zelnick pause. While 60 percent of those surveyed would “definitely” or “probably” buy the game at a price of 70 euros, this number drops to just 35 percent at 100 euros, similar to a survey in this country.

The researchers used the established Gabor-Granger method for price analysis and came to a clear conclusion:

Our research suggests that GTA 6 will generate more revenue at a standard price of $69.99 than at the much-discussed price of $100. A price of $100 would leave money on the table. Perry Gresham, MIDiA Research

70 euros identified as the optimal price

If GTA 6 was released “only” for 70 euros instead of 100 euros, according to the results of the survey, around 22.9 million copies would be sold in the USA alone. That would mean approximately 8.6 percent of the country’s total population will get the game at launch. This would generate around 1.6 billion US dollars (around 1.37 billion euros) in sales.

The study also shows the reactions to hypothetical extreme prices. Because 79 percent of participants said they would “definitely” or at least “probably” buy the game if they were only asked to pay $50. Only 16 percent would shell out the sum of $150. At this astronomical price, so-called “super fans” were twice as willing to buy as the average person.

Industry hopes for price increase

The gaming industry is watching the price discussion around GTA 6 with excitement. Matthew Ball, CEO of investment firm Epyllion, had already predicted that many developers were secretly hoping for a price between $80 and $100 to justify their own price increases. GTA 6 would set a precedent that would allow other studios to raise their own prices as well.

However, some analysts warn of the risk that such high prices will turn gaming into a hobby exclusively for those with the appropriate income. In addition, purchases would be limited to fewer and fewer titles, as many players only wanted or could afford one or two games per year instead of four or five.

GTA series as a guarantee of sales

The Grand Theft Auto series is already considered one of the most successful video game series of all time. GTA 5, released in 2013, has sold over 200 million copies to date, making it the second most successful video game in history after Minecraft. The Rockstar title generated a billion dollars in sales in the first three days of release alone – a record that still stands today.

GTA 6 is scheduled to be released on May 26, 2026 for PlayStation 5 and Xbox Series X|S. The final price will probably remain a well-kept secret until shortly before the start. Rockstar Games and Take-Two Interactive have not yet commented on specific pricing plans. The game is likely to be a financial success in any case.