A recent consumer survey indicates that charging more than $69.99 for Grand Theft Auto 6 could result in lost revenue. This eased some worries from fans regarding the game’s pricing.

The survey, conducted by MIDiA Research and involving over 2,000 U.S. consumers, supports the idea that a launch price of $69.99 would yield better sales outcomes than a higher cost. This finding conflicts with early industry expectations that GTA 6 might sell for as much as $80 or $100.

GTA 6 pricing concerns

As one of the most awaited games ever, analysts anticipated GTA 6 might elevate AAA game pricing norms. However, the survey results suggest a more conservative approach might be in order.

Survey Methodology

MIDiA employed the Gabor–Granger pricing analysis method to gather data, which revealed that 59% of respondents expressed interest in purchasing the game. This approach, commonly used to benchmark pricing across various sectors, helps companies find an optimal price point.

Take-Two, the parent company of Rockstar, has hinted at multiple game editions, some priced higher than the standard, but it’s likely their research concurs with MIDiA’s findings, suggesting GTA 6 will likely launch below the anticipated price gouging threshold.

With a planned release set for May 26, 2026, fans are anxiously waiting to see how Rockstar balances price and consumer demand.