In recent years, the cost of AAA games has climbed from $60 to $70, a trend justified by rising development budgets. But the gaming world is buzzing with speculation about Grand Theft Auto 6 (GTA 6) potentially breaking the $70 ceiling and launching at a jaw-dropping $100. While such a price point might seem like a natural evolution for one of gaming’s most iconic franchises, is it really a wise move? Let’s dive into what this means for gamers, publishers, and the industry.

The $100 Price Tag: Reality or Speculation?

The idea of a $100 base price for GTA 6 stems from a presentation by Epyllion CEO and analyst Matthew Ball. He suggested that some game makers might hope for GTA 6 to establish a new pricing norm, potentially paving the way for other games to follow suit.

Ball’s argument highlights the economic reality: in real terms, packaged game prices are at historic lows despite skyrocketing development costs and stagnating player growth. He posits that GTA 6 could be the game to realign prices with rising budgets. However, this is more of a speculative hope than a concrete plan.

Why $100 Could Be a Misstep

Industry analysts largely agree that a $100 price point for GTA 6’s base version would be a risky gamble. Mat Piscatella of Circana succinctly stated, “There’s just no need. You want to make the funnel as wide as possible while optimizing launch revenue. A higher base price narrows that funnel.”

NYU Stern professor Joost van Dreunen echoes this sentiment, pointing out that GTA 5’s success was partly due to its standard pricing strategy. Players were willing to purchase the game twice—once for older consoles and again for next-gen systems. He believes Rockstar is unlikely to stray from this proven model.

Premium Editions: The Hidden $100 Model

It’s worth noting that many AAA games already charge $100 or more. They do so through premium editions that include perks like early access or exclusive content. Rhys Elliott of MIDiA points out that publishers have cleverly turned “collector’s editions” into a vehicle for these higher price points without labeling them as the base price. For example:

• Hogwarts Legacy offered early access at a premium.
• Starfield included bonus content in its pricier editions.
• Ubisoft’s Star Wars: Outlaws followed a similar strategy.

However, introducing a $100 base price without added perks would likely provoke significant player backlash, even for a cultural juggernaut like GTA 6.

The GTA Online Factor

GTA 5’s enduring success owes much to GTA Online, a multiplayer playground that has kept players engaged for over a decade. Analysts like James McWhirter of Omdia believe GTA Online will remain a cornerstone of Rockstar’s strategy for GTA 6. The challenge lies in transitioning players from GTA 5’s established online ecosystem to a new one.

To ease this shift, Rockstar might:

• Keep GTA 6’s online mode free initially.
• Introduce perks for single-player buyers to incentivize online play.
• Expand its existing GTA+ subscription model, possibly adding battle passes.

Van Dreunen speculates that Rockstar could even launch GTA 6’s single-player and online modes separately, further maximizing revenue opportunities.

Can GTA 6 Surpass GTA 5?

Take-Two’s quarterly earnings consistently showcase GTA 5’s unmatched success, selling five million copies every quarter for a decade. Yet, analysts believe GTA 6 could exceed these numbers. Van Dreunen predicts that with a 130 million console install base in 2025, GTA 6 could sell 38 million copies in its first year, generating $2.7 billion.

Final Thoughts: Stick to the Formula

While GTA 6 could theoretically command a $100 price tag, the consensus among experts is clear: it’s unnecessary and potentially damaging. Rockstar’s real revenue lies in GTA Online’s long-term engagement and microtransactions. Alienating players with sticker shock at launch would undermine their broader strategy.

Instead, expect Rockstar to stick with a $70 base price, supplemented by premium editions and online monetization. This approach ensures maximum accessibility while still capitalizing on GTA 6’s inevitable cultural impact.

For now, the $100 price point remains a bridge too far—even for Grand Theft Auto.