- Released
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November 19, 2026
- ESRB
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Rating Pending – Likely Mature 17+
A study on a sample of US consumers revealed that millions of prospective buyers would indeed purchase Grand Theft Auto 6 at $149.99, which is a surprising finding for several reasons. Of course, most major franchises have “superfans” who would willingly pay higher prices for new installments, and Grand Theft Auto 6 is no exception.
What makes the current study on the GTA 6 fan base interesting is that the number of superfans appears to be much higher than what is typically seen with an average AAA game. In fact, it seems Rockstar Games could make more than half a billion dollars if its only customers were these superfans.
16% of Buyers Would Consider Purchasing GTA 6 at $149.99
According to a study by MIDiA Research, 16% of average American gamers were open to the idea of buying GTA 6 at $149.99. The same institute predicted that 8.6% of US consumers are likely to buy the game, which could translate to 22.9 million copies sold for Rockstar Games. Based on that prediction, it could be concluded that over 3.6 million people would be willing to pay the approximate price of two AAA games to get GTA 6. This potential group alone could theoretically generate about $550 million for the developer.
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More than 59% of the sample in MIDiA Research’s study showed some level of interest in picking up GTA 6. However, most respondents expected the game to launch at the standard price of around $70. Since the study was conducted before Rockstar Games revealed GTA 6‘s price, MIDiA researchers even advised the developer against raising it. They stated, “Our research suggests that GTA 6 will generate more revenue at a standard $69.99 price point than the much-discussed $100. A $100 price point would actually leave money on the table.”
Now that GTA 6 pre-orders have been open for a while, it appears Rockstar Games hasn’t suffered the losses that MIDiA predicted. In fact, some estimates suggest GTA 6 generated $1 billion in value for Take-Two within the first hour of pre-orders, largely due to the boost in the company’s stock price.
Take-Two Has Already Entered the $150 Price Point
GTA 6 publisher Take-Two Interactive has already priced one of its AAA games at $149.99. NBA 2K27‘s Ultra Edition currently rivals EA Sports FC 27, another AAA sports title that surpassed GTA 6 in price. However, one reason Take-Two may have held back from raising GTA 6‘s price to that point is that it likely expects much of the game’s long-term revenue to come from microtransactions in GTA 6 Online.
It remains to be seen how pricing changes for flagship franchises from major publishers like Rockstar Games will affect the retail prices of future releases. What does seem clear is that the company has built a large, loyal player base that is willing to pay nearly twice the price of an average game to play its titles. Hopefully, Rockstar won’t take advantage of that loyalty by filling GTA 6 with overly aggressive microtransactions.
