No One Wants A $100 GTA 6, Analysts Say

Published: Thursday, October 16, 2025 at 3:19 pm

GTA 6 Price Point: Market Research Suggests $70 is the Sweet Spot

A recent market study suggests that a $70 price point is the optimal strategy for maximizing revenue for the highly anticipated *Grand Theft Auto 6*. According to research conducted by MIDiA Research, a $100 price tag could actually hinder sales. The study, which utilized the Gabor-Granger pricing analysis method and surveyed over 2,000 US consumers, indicates that the $70 price point would generate the most revenue.

MIDiA Research's Head of Data and study co-author, Perry Gresham, stated that a $100 price point would leave money on the table. The firm's games analyst, Brandon Sutton, echoed this sentiment, suggesting that the pricing of *GTA 6* should serve as a cautionary tale for other publishers considering price increases. The study revealed that 59% of consumers expressed interest in purchasing *GTA 6*, highlighting the game's significant appeal.

The research also found that 60% of consumers would "definitely" or "probably" purchase *GTA 6* at $70, while only 35% would do so at $100. A $50 price point saw a surge in interest to 79%, while a $150 price tag still garnered 16% interest. MIDiA Research estimates that a $70 price could lead to nearly 9% of US adults purchasing the game, potentially resulting in 22.9 million copies sold and approximately $1.6 billion in revenue.

While some industry figures have expressed support for a higher price point, the study's findings strongly suggest that a $70 price tag is the most commercially viable option. However, Take-Two CEO Strauss Zelnick has remained tight-lipped on the game's pricing. The release date is set for May 26, 2026, for PlayStation 5 and Xbox Series X|S.

BNN's Perspective:

The findings of this market research are a good reminder that consumer behavior is complex. While the allure of a blockbuster title like *GTA 6* is undeniable, there's a limit to what consumers are willing to pay. Balancing the desire for profitability with the need to maintain a broad consumer base is a constant challenge for the gaming industry. A $70 price point seems like a reasonable compromise, but the ultimate decision rests with the publisher.

Keywords: GTA 6, price, pricing, market research, MIDiA Research, revenue, sales, consumers, video games, gaming industry, Rockstar, Take-Two, $70, $100, Grand Theft Auto 6

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