GTA 6: Bank of America Says New Game Should Cost $80 For The Good Of The Entire Industry
As the countdown to the November 19, 2026, release of Grand Theft Auto 6 continues, a major financial institution is calling for Rockstar Games to break the $70 price barrier. Bank of America analyst Omar Dessouky, following the recent iicon conference in Las Vegas, is recommending that Take-Two Interactive price the sequel at $80.
The logic behind the suggested price hike is rooted in the sustainability of the broader gaming market. Dessouky argues that because the industry is currently perceived as struggling with ballooning budgets, it needs a massive hit like GTA 6 to lead the way in establishing a new premium price point.
“We also heard from attendees that the industry, which is perceived as struggling, would have difficulty selling games for $80 if GTA 6 came out at $70,” Dessouky wrote in an investor note. “We think it’s in Take-Two’s self-interest, as a publisher and partner to many developers, to raise the price point for the entire industry.”
The industry has already seen some movement toward higher costs, such as Nintendo’s $80 price tag for Mario Kart World. However, analysts believe that if the most anticipated game in history sticks to $70, other developers will find it nearly impossible to justify charging more for their own titles. Some experts, like Michael Pachter of Wedbush Securities, have even speculated that the price could go as high as $100 if bundled with in-game currency for GTA Online.
Take-Two has a history of being a trendsetter in this area; as they were the first major publisher to move to $70 at the start of the current console generation.
While the bank is pushing for an increase, Take-Two CEO Strauss Zelnick remains focused on the consumers perception of value. At the iicon event, he noted that when adjusted for inflation, gaming has actually become more affordable over the last decade.
“Consumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery,” Zelnick said. “How you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got.”
Zelnick added that while the $60 to $70 range "doesn't make a whole lot of sense" when looking through the lens of economic inflation, the company's priority is making sure the final price "feels very reasonable."
With the game set to launch exclusively on PlayStation 5 and Xbox Series X|S, fans are eagerly awaiting "Trailer 3" this summer, which may finally confirm if they'll need to shell out an extra $10 for the biggest entertainment event in history.
Image: https://www.deviantart.com/lordsoorajpc/art/Grand-theft-auto-6-Night-city-wallpaper-1000715970
