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Yesterday, Grand Theft Auto (GTA) fans might have had a heart attack when they heard from Wedbush Securities analyst Michael Pachter that GTA VI could be priced at $100 upon release. While Pachter believes Rockstar could justify such a high price for the first time in gaming history, another analyst and Wccftech friend Rhys Elliott from Alinea Analytics explained why this prediction is unlikely.
A $100 base version of GTA 6 would be a bad idea for three main reasons:
1. **GTA Online’s Recurring Revenue:** The real money maker is GTA Online with its ongoing payments, so limiting the total audience at launch to make a quick profit wouldn’t be smart. With a global cost-of-living crisis happening, this strategy doesn’t make sense.
2. **Switching Costs and Player Retention:** Rockstar needs players transitioning from GTA 5, but setting a high switching cost would limit new player acquisition. Players sticking with GTA 5 is one of GTA VI’s biggest threats, something the series hasn’t faced before. In today’s oversaturated market, live services are mostly zero-sum. GTA VI isn’t just competing against other games; it’s competing with TikTok, Netflix, and even its own predecessor.
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3. **Higher-Tier Editions:** Rockstar can charge $100 or more for a premium edition with early access, perhaps including exclusive items like a shark card. Players willing to pay that amount will do so. It’s the best of both worlds, typical for AAA games today. While higher prices may seem like more revenue, it doesn’t make sense from a business perspective when considering the broader picture.
Given GTA’s massive success—GTA 5 alone has sold over 215 million copies and continues to sell well—it could theoretically charge $100 for the base version. However, it really shouldn’t price the game higher than necessary. Rockstar is smart and can make the right decision, likely pricing the base edition at $80.
This seems like the most sensible choice. If Rockstar charged $100, it would cause a stir in the industry, possibly leading to boycotts of the product. While GTA wouldn’t be significantly impacted, why risk spoiling what is otherwise destined to be the biggest entertainment launch in history?
GTA VI is set to debut on May 26, 2026, for PlayStation 5 and Xbox Series S|X. A PC version will follow, but fans might have to wait a few months or longer.
