Perhaps the only thing more anticipated than the upcoming Grant Theft Auto VI isn’t actually a game, but a business decision. Since the initial announcement of GTA 6, the question on everyone’s mind has been: how much? Now, it seems Bank of America are pushing to answer that question on Rockstar’s behalf.
As reported by Seeking Alpha, a representative from the Bank of America provided an investor note which suggests that pricing GTA 6 higher than most games would be “in Take-Two’s self-interest, as a publisher and partner to many developers, to raise the price point for the entire industry.” The specific price tag they point towards is $80, saying other studios “would have difficulty selling games for $80 if GTA 6 came out at $70.”
Pricing has been a hot topic regarding GTA 6, and it’s something Take-Two’s CEO Strauss Zelnick has touched on before. Just last week, Zelnick said the company is looking to “charge way, way, way less of the value delivery” of the hugely popular franchise. Whilst he said they want to charge less than the value offered, he never clarified what exactly that value is.
For example, if the publisher believe GTA 6 to be ‘worth’ over $100, then charging $80 would still line up with these comments. This price tag wouldn’t be unheard of, with Nintendo opting to trial it with their hugely popular Mario Kart World. However, Mario Kart had the benefit of console bundles coming with the game at a discounted price, along with being one of the only Nintendo Switch 2 exclusive games at the time.
GTA 6 is releasing on consoles with existing audiences who are used to paying $70 and below for games, yet many feel the prestige of the brand would be strong enough to push prices as high as $100, should Take-Two feel inclined. Alternatively, with such high prices expected for the release, opting to launch at the default $70 price tag would likely be seen as a goodwill gesture by Take-Two and start GTA 6 on the right foot following over a decade of waiting and expectations growing since GTA 5.
Despite being only a few months away now, almost everything surrounding the next Grand Theft Auto remains a mystery, including its price. Be sure to check back often to GameObserver for all things GTA 6 as they come in.
