Analysts at Bank of America believe the launch of Grand Theft Auto VI could prompt a rethink of game pricing. They estimate an optimal price of roughly $80 would set a new industry benchmark.
Umra Desuka, one of the analysts, noted that if major AAA titles continue to debut at around $70, other publishers may find it harder to raise prices despite escalating development costs. A higher price for GTA 6, he argued, could unlock broader price growth across the sector.
In a research report presented at an industry summit in Las Vegas, Bank of America pointed out that Take-Two Interactive has not confirmed specific price discussions but does acknowledge the pressures of inflation and rising development expenses.
Desuka stressed that the industry is at a tough juncture: AAA development costs are climbing while price points stay relatively fixed. If GTA 6 launches at the standard $70, it could slow the eventual shift toward more expensive releases.
This isn't the first such projection. Earlier, some analysts predicted GTA 6 could be the first game priced at around $100, possibly coupled with marketing incentives like in-game currency for Grand Theft Auto Online players.
Take-Two CEO Strauss Zelnick has previously said that customers are willing to pay for value, and that the company's pricing remains well below the actual value delivered. He emphasized that perception hinges on a balance of exceptional quality, fair pricing, and a price that matches the experience.