‘Grand Theft Auto VI‘(GTA 6) is among the entertainment products most anticipated in recent history and that enormous public attention is also raising the pressure within Take-Two Interactive, to the point that the company’s CEO, Strauss Zelnick, recently stated that the forecasts for the new Rockstar title They are “so high” that they are “terrifying”.
In an interview, Zelnick came to say that Take-Two wants to live up to the enormous interest surrounding ‘GTA 6’ through an unusual delivery. According to the executive, the goal is to offer players “something they have never experienced before,” an aspiration that also influences the company’s plans for the console market.
Bank of America proposes a price of $80
The price of ‘GTA 6’ remains unconfirmedalthough the matter is already raging in the industry, after Omar Dessouky, an analyst at Bank of America, has defended that Rockstar should put it at $80a figure that, according to your reading, could serve as a reference for other major launches in the sector.
The recommendation comes from a note published after the Iicon event, held in Las Vegas. Dessouky maintains that launching ‘GTA 6’ at the standard price of $70 could take away from other big games to raise the price in a market where production costs have increased. Take-Two has not officially endorsed the $80 range, but those responsible have acknowledged on several occasions that, if inflation is taken into account, video games cost less in real terms than a few years ago.
Selling it at $70 could slow down the sector
Given the increase in production costs in big-budget video games, Dessouky maintains that Take-Two has a lot to say in the price of ‘GTA 6’, since, according to his analysis, the figure chosen by Rockstar would affect both the company and the rest of the market. “We also heard from industry participants that, in a sector perceived as under pressure, there would be problems selling games at $80 if GTA 6 were released at $70,” justifies the analyst. “We believe it is in Take-Two’s best interest, as a publisher and partner to many developers, to increase the average price of games across the industry.”
Pay fairly for what we receive
Zelnick spoke about the matter during the event, although he avoided giving an estimated price. “Consumers pay for the value we deliver, and our job is to charge much, much less for that value,” he said. “Consumers should feel that the product is excellent and that the price paid was fair for what they received.” Take Two The game has not yet been officially priced.the company has reiterated that look for a “fair” figurewithout yet explaining how that idea will be translated upon its arrival in stores.
Some analysts even propose 100 dollars
Speculation about a price above $70 does not come from now, since last year analyst Matthew Ball, from Epyllion, stated that in part of the sector there was hope that ‘GTA 6’ could reach 100 dollarsfacilitating similar increases in other major releases.
Michael Pachter, managing director of equity research at Wedbush Securities, was more blunt in his analysis. “We believe the company plans to sell the game at an unprecedented price and suspect that management could offer consumers an incentive to pay $100 or more per unit, rewarding them with a large amount of virtual currency to spend in GTA Online.” Pachter takes as a reference the relationship between ‘Call of Duty Warzone’ and the annual premium editions of the series which, according to his analysis, boosted sales of the paid version, and maintains that an effective integration between ‘GTA Online’ and ‘GTA 6’ could give Rockstar room to set the price above the current standard.
Take-Two was the one who formalized the 70 dollars in the current generation
The situation is striking because Take-Two was the first major publisher to raise the usual price of major releases to $70 in the current generation, after ‘NBA 2K21’ adopted that amount in August 2020 for PS5 and Xbox Series X|S and other companies followed the same path shortly after. Now, if the publisher dares to go above $70, ‘GTA 6’ could push the price of the big releases; If it remains within those margins, the sector would lose part of the arguments that some analysts expect to justify new increases. In any case, a large part of these doubts will be resolved before the launch of the title, pscheduled for November 19, 2026 on PS5 and Xbox Series X|Swhile Rockstar has not yet announced a date or official versions for PC.