GTA 6 Should Be $80 And Other Companies Should Raise Prices, Too, Bank Of America Says
Bank of America has recommended that Rockstar Games and Take-Two Interactive price Grand Theft Auto 6 at $80, positioning it as a catalyst for the industry to adopt higher game prices across the board. The recommendation comes from a new investor note following the bank’s attendance at the iicon conference in Las Vegas, where Take-Two CEO Strauss Zelnick discussed GTA 6’s pricing strategy.
According to BofA securities analyst Omar Dessouky, who authored the note, an $80 price point for GTA 6 could normalize premium pricing for AAA titles industry-wide. The recommendation reflects broader industry concerns about escalating development costs, as modern game production has become increasingly expensive. By setting a higher baseline with a flagship title like GTA 6—one of the most anticipated and commercially successful franchises in gaming—other publishers could more easily justify higher launch prices for their own premium releases.
The $80 price point represents a significant increase from the current standard $60–70 pricing that has dominated the console gaming market. This potential shift underscores ongoing tensions within the industry regarding how to balance rising production budgets, player expectations, and monetization strategies. While development costs continue to grow, players have traditionally resisted price increases, prompting publishers to explore alternative revenue models like battle passes and live-service mechanics.