Nearly two years after Rockstar Games unveiled the initial glimpse of Grand Theft Auto 6, anticipation for this colossal title has reached unprecedented levels. This excitement has fueled widespread speculation among analysts and industry insiders, with many openly hoping the game will launch with a $100 price tag. This isn’t just about GTA 6 itself, but a desire to set a new pricing precedent for other AAA games. Interestingly, Chris Stockman, the design director behind Saints Row, has also voiced his support for a $100 price point for GTA 6, though his reasoning differs from many of his peers.
Stockman believes that if any game can justify a $100 price, it’s Grand Theft Auto. During a recent interview, he remarked, “They’re the only ones that can get away with it.” He cautioned against the idea of a ‘rising tide lifting all boats,’ suggesting that a universal switch to $100 across all games would trigger significant consumer backlash. “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.”
The debate around a $100 price tag for GTA 6 has seen various arguments. Earlier this year, Wedbush Securities suggested that such a price could actually benefit players by offering a substantial amount of in-game currency for GTA Online. However, Rhys Elliott of Alinea Analytics presented a counter-argument, deeming it a poor decision. He highlighted GTA Online as the franchise’s primary revenue generator and pointed to the increasing cost of living as a critical factor discouraging higher base prices. Currently, most new AAA titles are priced at $70.
Publisher Take-Two was among the first to increase its game prices from $60 to $70 in 2020. Despite ongoing discussions, Take-Two CEO Strauss Zelnick remained non-committal about another price hike during an investor call in August. Zelnick emphasized the company’s philosophy: “We believe that any consumer experience is the intersection of the thing itself and what you paid for the thing. 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.”
Grand Theft Auto 6 is scheduled to release on PlayStation 5 and Xbox Series X|S on May 26, 2026.
You can also explore an image gallery showcasing every Grand Theft Auto 6 character revealed so far.