GTA VI Should Cost $70 to Achieve Maximum Sales Potential, MIDiA Research Recommends
A new report from MIDiA Research, titled “The Winning Formula for Grand Theft Auto VI,” has suggested that Take-Two Interactive should price Grand Theft Auto VI at the industry-standard $69.99 to maximize both unit sales and total revenue. The study’s findings, based on quantitative consumer research, counter recent speculation that a $100 launch price could be more profitable for Rockstar’s next blockbuster release.
The analysts used the Gabor–Granger method and surveyed over 2,000 U.S. consumers to assess purchasing behavior across multiple price points. The results indicate that while some hardcore fans might tolerate a higher price, the overall demand and revenue would decline if GTA VI were priced beyond the psychological $70 threshold.
According to MIDiA’s data, 79% of respondents interested in GTA VI said they would “definitely” or “probably” buy the game at $49.99, whereas that number plummeted to just 16% at $149.99. Even among the franchise’s superfans, the willingness to pay $149.99 was roughly 9%, compared to only 5% among average consumers, a difference too small to offset the broader decline in sales volume.
At the optimal $69.99 price point, the report estimates that approximately 8.6% of the U.S. adult population would purchase the game, translating to around 22.9 million copies sold and generating $1.6 billion in revenue from the U.S. market alone.
Perry Gresham, Head of Data at MIDiA Research and co-author of the report, explained:
“Our research suggests that GTA VI 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. Below the optimum price, increasing price increases revenue, but prices above the optimum can result in loss of both unit sales and revenue. This is because the revenue increase from those who still purchase will be less than the lost revenue from those who do not.”
Brandon Sutton, Games Analyst and co-author, added:
“Our research shows that 59% of consumers have some interest in purchasing GTA VI, highlighting the immense appeal and commercial potential of the game. This notoriety also makes GTA VI the perfect test case to understand consumer expectations around video game pricing. Our findings should serve as a caution to game developers looking to raise game prices in the future.”
The discussion around GTA VI’s pricing emerged after Wedbush Securities analyst Michael Pachter speculated that the game could launch at $100, a position opposed by Alinea Analytics analyst Rhys Elliott, who argued that such a price could alienate players. MIDiA’s research provides empirical evidence supporting Elliott’s view that a higher price would likely hurt overall revenue.
As a reminder, Grand Theft Auto VI was originally planned for release in Fall 2025, but was later delayed to May 26, 2026. Fans remain hopeful that Rockstar will avoid additional delays, though given the studio’s track record of prioritizing polish and quality, further schedule changes cannot be ruled out.
With expectations sky-high and GTA VI already positioned to be one of the most profitable entertainment launches in history, MIDiA’s findings suggest that maintaining the familiar $69.99 price tag could strike the best balance between consumer accessibility and long-term revenue growth.
What do you think? Would you still buy GTA VI if it launched at $100, or is $70 the sweet spot for a fair next-generation experience?
