Since Rockstar Games unveiled the first trailer for Grand Theft Auto 6 nearly two years ago, numerous analysts and gaming industry figures have speculated about the game commanding a $100 price tag, citing its massive scope and cultural impact as justification for a premium cost. Now, Saints Row design director Chris Stockman has added his voice to the conversation, expressing hope that Grand Theft Auto 6 will indeed carry a $100 price, but for reasons distinct from some of his peers.
In an interview with Esports Insider, Saints Row design director Chris Stockman shared his perspective on the potential pricing of Grand Theft Auto 6. "They're the only ones that can get away with it," Stockman stated. "I don't think it's a rising tide that floats all boats. I think that [there will] be a tremendous amount of backlash if everyone switched to $100. Not all games are created equal. I think GTA is the only one that can get away with it, and I hope they do. I really hope it’s $100. I think it deserves to be $100. The scope and magnitude of this production deserves that price tag, but not everything is treated equally. It would be a disaster if everyone tried to match them."
Stockman's comments come amid ongoing discussions within the gaming industry about the escalating costs of AAA titles. Nearly two years after Rockstar Games unveiled the first trailer for Grand Theft Auto 6, various analysts have weighed in on whether the game could push pricing boundaries further. For instance, earlier this year, Wedbush Securities suggested that a $100 price could provide players with substantial in-game currency for Grand Theft Auto Online, potentially enhancing the overall value. However, Alinea Analytics' Rhys Elliott countered this view, arguing that such a hike would be unwise given the franchise's reliance on Grand Theft Auto Online as its primary revenue driver and the broader economic pressures like rising living costs affecting consumers.
The debate over pricing reflects broader shifts in the industry. Take-Two Interactive, Rockstar's parent company, was among the pioneers in increasing base prices for major releases from $60 to $70 starting in 2020. This move has since become the norm for many newer AAA games. During an August investor call, Take-Two CEO Strauss Zelnick addressed the topic of pricing without committing to specifics for Grand Theft Auto 6. "We believe that any consumer experience is the intersection of the thing itself and what you paid for the thing," Zelnick explained. "So our goal is to vastly exceed expectations. We want to put out the best entertainment on Earth, and we want to deliver more value than what we charge for it. We think we've generally speaking, gotten that right."
Recent research, however, suggests a different approach. A study from the University of Tilburg, reported by IGN, found that a $100 price could reduce sales among price-sensitive consumers, proposing $90 as the optimal price to maximize revenue at approximately $8.6 billion from 100 million units sold.
Grand Theft Auto 6 is scheduled to launch on May 26, 2026, and will be available on PlayStation 5 and Xbox Series X|S. You can watch the latest trailer for GTA 6 here:
Source: Esports Insider
