Why One Industry Expert Thinks GTA 6 Should Cost More Than Double Its Price

Grand Theft Auto 6 is still months away from its November 19 launch, yet its price has already become one of the biggest talking points in gaming. While many players expected Rockstar Games to break the $100 barrier, the publisher instead settled on a price similar to other blockbuster titles. That decision has now drawn an unexpected reaction from one industry analyst who believes the company could have charged much more.

Rockstar keeps pricing familiar

Rockstar confirmed that the standard edition of GTA 6 will sell for $79.99 in the United States. Players who want the Ultimate Edition, which includes cosmetic extras, will pay $99.99. Those figures put GTA 6 alongside other premium AAA releases rather than creating a new pricing standard.

Before the announcement, many fans expected the long-awaited sequel to become one of the latest game releases to launch with a triple-digit price because of its reported budget, years of game development, and enormous demand. Instead, Rockstar chose a more familiar approach despite the title being one of the top upcoming video game releases of the decade.

Analyst argues it is worth more

Speaking on the TBPN podcast, technology analyst and Stratechery founder Ben Thompson argued that Rockstar is charging far less than players would be willing to pay. According to Thompson, GTA 6 represents the “last great game” because much of its production was completed before generative AI became a major influence on modern game development. He described the project as the “pinnacle of triple-A craftsmanship,” saying it reflects years of work by thousands of developers rather than AI-assisted production.

I think Rockstar is charging way too little for this game, …They should be charging like $200!

Ben Thompson

During the discussion, Thompson also joked about social media users counting cigarette butts outside Rockstar’s offices to estimate employee crunch, illustrating the intense public attention surrounding the studio. He later added that he would willingly pay $200 simply because the game exists, even if he never found time to play it.

Players see a different picture

Not everyone agrees with Thompson’s view. Many players argue that GTA 6 already sits at the premium end of the market, especially as the latest game releases continue to become more expensive.

Others believe Rockstar has little reason to raise the entry price. Grand Theft Auto Online has generated billions of dollars through optional purchases over the years, and GTA 6 is expected to follow a similar model with ongoing updates and post-launch content.

Fans have also pointed out that Grand Theft Auto V remained commercially successful across three console generations after its 2013 debut. That long lifespan suggests Rockstar can earn substantial revenue without asking every buyer to pay $200 on day one.

Value over higher prices

Take-Two Interactive chief executive Strauss Zelnick has previously explained that the company’s goal is to make players feel they receive fair value instead of charging the highest amount possible. A lower upfront cost also encourages more people to join the game’s online ecosystem, which can support revenue for years after launch.

The discussion reflects broader gaming trends as publishers look for new ways to balance rising development costs with consumer expectations. Still, Rockstar appears confident that accessibility will matter more than setting a record-breaking price for one of the top upcoming video game releases.