A new consumer pricing study suggests that Grand Theft Auto 6 would generate more revenue if its entry-level version launched at $69.99, rather than adopting a higher price point. The findings directly counter widespread speculation that Rockstar’s next blockbuster might break from current AAA standards and push prices toward $80 or even $100.
Concerns Over GTA 6’s Potential Price Hike
Following GTA 6’s late 2023 reveal, analysts and fans alike speculated that Take-Two Interactive could set a new record for AAA pricing. The game’s immense production scale, coupled with expectations for years of online support, fueled concerns that Rockstar might price its standard edition above the industry norm.
However, according to a recent study by MIDiA Research, such a move could backfire financially. The report, based on a Gabor–Granger-style survey of over 2,000 U.S. consumers, indicates that keeping the base version at $69.99 would lead to higher overall revenue compared to more expensive pricing strategies.
How the Gabor–Granger Method Works
The Gabor–Granger price analysis method is a well-established research technique used across multiple industries. Respondents are asked whether they would purchase a product at a given price point, with the value adjusted up or down based on their responses. This approach helps identify the maximum price consumers are willing to pay before demand begins to drop off significantly.
Applied to GTA 6, the data showed that 59% of surveyed U.S. consumers expressed interest in buying the game. MIDiA analyst Brandon Sutton noted that titles appealing to both core and mainstream audiences require a delicate pricing balance. “When a title appeals to both core fans and the broader market, companies must strike a careful balance in pricing strategy,” Sutton explained.
What This Means for GTA 6’s Launch
Take-Two Interactive has already hinted that GTA 6 will release in multiple editions, with premium tiers offering additional features. According to a previous report by leaker Millie A, the lineup will include Standard, Deluxe, and Premium Editions, priced at £69.99, £89.99, and £109.99 respectively in the UK. The higher tiers may include perks such as early access to GTA Online, though additional benefits are likely.
While this aligns with modern pricing trends, the MIDiA study suggests Take-Two will benefit most by keeping the entry-level price at $69.99, matching other major releases like Call of Duty: Black Ops 6 and Starfield.
Possible Delays and Launch Window
Grand Theft Auto 6 is currently scheduled to launch on May 26, 2026. If the date holds, it will mark the first mid-year release for the series since GTA 4. However, recent insider reports hint that another delay to late 2026 remains a possibility as Rockstar continues polishing what could become one of the most successful games in history.
