GTA 6 should cost $80 to help entire gaming industry, Bank of America says

A Bank of America analyst suggests Rockstar Games should price Grand Theft Auto 6 at $80 instead of the industry standard $70, according to a report by Video Games Chronicle. Securities analyst Omar Dessouky argues this higher price point would benefit the entire gaming industry by allowing other publishers to raise their own prices amid rising development costs and inflation.

Why analysts want GTA 6 to cost more

According to Dessouky's analysis following the recent Iicon event in Las Vegas, the gaming industry faces a pricing dilemma. "We also heard from attendees that the industry, which is perceived as struggling, would have difficulty selling games for $80 if GTA 6 came out at $70," he wrote in a Bank of America note. The analyst believes it's in Take-Two's own interest as both a publisher and partner to developers to establish this higher price ceiling.

This isn't the first time industry figures have suggested premium pricing for GTA 6. Last year, Epyllion analyst Matthew Ball claimed there was "hope" in the industry that GTA 6 could cost up to $100, enabling other companies to justify higher prices. Michael Pachter from Wedbush Securities even speculated the game could retail for $100 or more with substantial in-game currency bonuses as an incentive.

What Take-Two's CEO says about GTA 6 pricing

Speaking at Iicon, Take-Two CEO Strauss Zelnick addressed pricing philosophy without confirming specific numbers. "Consumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery," he explained. Zelnick emphasised that consumer satisfaction comes from the intersection of product quality and fair pricing.

Take-Two executives acknowledged that game prices have effectively decreased when adjusted for inflation, but they stopped short of endorsing the proposed $80 price tag. The company previously hinted at fair pricing for the highly anticipated sequel, though no official price has been announced.

The $70 standard Take-Two created

Take-Two Interactive pioneered the current $70 standard for new AAA games on PlayStation 5 and Xbox Series X|S at the start of the current console generation. This represented a $10 increase from the previous $60 standard and was soon adopted by most major publishers including Sony, Microsoft, and Activision.

The price increase reflected rising development costs for blockbuster games, which now routinely require hundreds of millions of dollars to create. Global inflation has further pressured publishers to reconsider pricing strategies, particularly as Take-Two's stock performance remains closely tied to Grand Theft Auto franchise success.

Frequently Asked Questions

Why is there talk of GTA 6 costing $80?

Bank of America analyst Omar Dessouky suggests an $80 price point would help the struggling gaming industry raise prices across the board, allowing other publishers to justify higher costs amid inflation and rising development expenses.

Has Rockstar or Take-Two confirmed the price of GTA 6?

No, neither Rockstar Games nor Take-Two Interactive have announced official pricing for GTA 6. CEO Strauss Zelnick only stated that pricing must be fair for the value delivered to consumers.

What is the current standard price for new AAA games?

The current standard price for blockbuster games on PS5 and Xbox Series X|S is $70 USD, a benchmark established by Take-Two Interactive at the start of the current console generation.

Could GTA 6 cost more than $80?

Some analysts have speculated even higher prices, with Matthew Ball suggesting up to $100 and Michael Pachter proposing premium editions with substantial in-game currency bonuses could justify such pricing.

When will GTA 6's official price be announced?

Take-Two has not indicated when official pricing will be revealed. The game's price announcement will likely coincide with a firm release date and pre-order availability.

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