Grand Theft Auto 6, set to launch at $80, is significantly undervalued and should command a price closer to $200, according to industry analyst Ben Thompson of the Stratechery newsletter. Thompson argues that the game represents the culmination of a decade of human effort, largely completed before the widespread integration of AI in game development.
"Rockstar is charging way too little for this game," Thompson stated. "They should be charging like $200 for this game."
He further characterized GTA 6 as "the last great game," a pinnacle of triple-A craftsmanship produced through years of intense human labor. This perspective comes amidst mounting speculation about the game's development and marketing costs, which are estimated to be between $1 billion and $2 billion. While a $100 Ultimate Edition is available, Thompson suggests even this is priced too conservatively.
Most industry analysts, however, predicted that Rockstar would maintain a more conventional pricing strategy to maximize player reach and long-term revenue, particularly from potential future multiplayer components akin to GTA Online. A higher price point, they reasoned, might deter a segment of the player base, limiting opportunities for in-game purchases and other monetization avenues.
Rockstar officially confirmed the $80 base price and $100 Ultimate Edition for Grand Theft Auto 6 last month. The game is scheduled for release in November, and its marketing campaign has recently intensified, revealing new screenshots. However, the decision to offer physical copies with download codes instead of discs has drawn criticism from some fans, especially following announcements suggesting a potential shift away from physical media in the console market. Additionally, reports have emerged concerning ongoing efforts by some Rockstar employees to unionize and performance expectations for the game on current-generation consoles, with some suggesting it may not achieve 60 frames per second.