Michael Douse, the head of publishing at Larian Studios, expressed his concerns over industry pricing dynamics, particularly regarding Grand Theft Auto 6 (GTA 6). He highlighted that industry analysts predict the forthcoming game could launch at a price point reaching as high as $100.

Douse remarked, ‘You’re not supposed to say this out loud!’ responding to comments from analyst Michael Ball, who cited in his report that some game developers hope GTA 6 will set a new pricing standard.

Ball’s report, titled State of Videogaming in 2025, examines various trends affecting the gaming industry, noting that the anticipated GTA 6 could either elevate typical game prices or disrupt existing market norms.

Douse further asserted that game prices have not adjusted in line with inflation, which presents an uncomfortable truth for game developers tasked with delivering quality products. He emphasized the necessity for game prices to reflect their production costs ensuring sustainability within the industry.

This ongoing discussion aligns with broader conversations about the increasing costs of game development and the implications of price adjustments on consumer behavior. As major players like Rockstar look to redefine pricing in the gaming market, both developers and players will be watching closely.