GTA 6 $100 'a bridge too far', says analyst in price debate u-turn

One industry analyst is pushing back on reports that Grand Theft Auto VI may be priced at upwards of $100, labelling the possibility as “ridiculous”.

Thank you in advance to IGN's Rebekah Valentine for the original source!

For context, let’s backtrack quickly. Earlier this month, Matthew Ball’s 2025 'State of Video Gaming' stated that GTA VI could retail for anywhere between “$80 or even $100”. Here are the relevant quotes from the report.

"There is hope that Take-Two will price GTA VI at $80 or even $100, thereby breaking a key price barrier and enabling the rest of the market to move up, too,” Ball revealed.

"No player hopes for such a hike, but recall that packaged prices have never been lower in real terms than they are today - even though budgets are at all-time highs."

Naturally, the internet wasn’t best pleased to hear this, with some folks even going as far as to label the possibility “delusional”.

When will GTA VI's second trailer arrive?

Now, it’s the fellow industry analysts themselves who are pushing back on the claim.

Mat Piscatella, who is the executive director and video game industry analyst at Circana, noted that GTA VI costing upwards of $100 would be “ridiculous”, and would likely only hurt Rockstar Games’ sales.

“This is getting so much run but it's ridiculous,” Piscatella stated in a post on Bluesky, “There's no need to make the base price of any game $100. Special editions, collector's editions, gold/silver editions, etc etc do the same thing, and a high % of day one buyers jump on those at their elevated price points. There's just no need.”

“You want to make the funnel as wide as possible, while also optimising launch... It just makes no sense. At all.”

Frankly, I think if GTA VI costs a single cent over the standard retail price at launch, I simply won’t buy it. But the likelihood of it costing $100 is very, very low.

But if it is a little bit more expensive at launch… look, I know none of you will listen to this, but you shouldn’t purchase it. It’s a slippery slope.

Whether or not you think the game is worth paying more for or not is irrelevant. If you give video game publishers an inch, they will take a mile.