GTA 6 Pricing Study Reveals Fans Prefer $70 Over $100 — Rockstar Could Lose Millions
New data from MIDiA Research reveals that Grand Theft Auto VI could actually make more money if it launches at $69.99 instead of a rumored $100. Despite the hype, players seem unwilling to cross that psychological price barrier.
The Research Behind the Prediction
According to a fresh report by MIDiA Research, Rockstar’s upcoming GTA 6—expected to debut in May 2026 for PlayStation 5 and Xbox Series X/S—would generate stronger sales at the standard $69.99 price tag. The analysis surveyed 2,000 U.S. gamers and found that 60% of them are likely to buy the game at that price, while fewer would commit at higher tiers.
“Our research suggests GTA 6 will perform best financially at $69.99,” said Perry Gresham, Head of Data at MIDiA Research. “Setting it at $100 would leave money on the table.”
The Optimal Price Point
The study identifies $70 as the sweet spot for balancing revenue and accessibility. Co-author Brandon Sutton noted that nearly 59% of surveyed players expressed interest in buying the game. This reflects not only GTA’s massive cultural footprint but also how pricing directly affects fan enthusiasm and early adoption.
When asked about different price scenarios, 60% said they would ‘definitely’ or ‘probably’ buy at $69.99. At $99.99, interest dropped sharply to 35%, and only 16% would consider paying $149.99. Interestingly, when the price was lowered to $49.99, purchase intent jumped to an impressive 79%.
Why Rockstar Should Take Note
For Rockstar Games, this research carries real financial weight. Although GTA 6 will likely break records no matter what, the numbers suggest that pushing too far beyond the $70 threshold could alienate millions of potential buyers. Even the most loyal fans have limits.
Higher prices may seem tempting in a world of rising production costs, but as this report indicates, consumer sensitivity remains strong—even for an industry giant like Rockstar. It’s not just about what people can pay; it’s about what they’re willing to pay.
Release Details and Platforms
As of now, Rockstar has not officially confirmed GTA 6’s price. The release is slated for May 26, 2026, on PlayStation 5 and Xbox Series X/S. Unfortunately for PC players, the Windows version will arrive later, following Rockstar’s usual rollout pattern.
Consumer Expectations in 2026
Players today expect value to match the hype. Massive open worlds, long campaigns, and online modes justify premium pricing—but only up to a point. The GTA 6 price debate has become symbolic of a broader industry question: how much are gamers truly willing to pay for AAA experiences?
Moreover, with titles like Cyberpunk 2077 and Starfield setting new expectations for longevity and polish, fans will demand near perfection if Rockstar chooses a $100 launch price. Anything less could backfire, both financially and reputationally.
Final Thoughts
At this stage, one thing is clear—Rockstar’s next big move will shape industry pricing trends for years to come. If the studio stays with the standard $69.99 model, it may ensure massive early sales and positive reception. But if it tests the $100 frontier, it risks losing millions in potential revenue.
For a game as monumental as GTA 6, the stakes couldn’t be higher. Price it wrong, and even the most anticipated release of the decade might leave money on the table.