GTA 6 Will Be Most Profitable at $69.99, Study Finds
A new study by MIDiA Research suggests that $69.99 is the optimal price point for Grand Theft Auto 6, while raising the price to $100 could actually reduce Rockstar Games’ total revenue.
Researchers reached this conclusion after analyzing data using the Gabor-Granger method and surveying over 2,000 adult consumers in the US. The goal was to determine the price at which GTA 6 would generate maximum profit without significantly shrinking its player base.
According to Tsion Tadesse, a representative of MIDiA Research, $69.99 delivered the highest revenue among all price options presented to survey participants. This figure also aligns with previous findings that prices ending in “.99” are more psychologically appealing to consumers.
Key survey results:
- 60% of interested gamers said they would “definitely” or “most likely” buy the game at $69.99;
- At $99.99, this share dropped to 35%;
- At $49.99, potential buyers rose to 79%, but overall revenue would be lower due to the cheaper price;
- At $149.99, only 16% showed interest.
Analysts estimate that the $69.99 price point would result in about 8.6% of the US adult population purchasing the game — roughly 22.9 million copies and approximately $1.6 billion in revenue.
MIDiA’s Head of Data, Perry Gresham, noted that contrary to some expectations, a $100 price tag would not increase profits but would actually “leave money on the table,” as a portion of potential buyers would simply walk away.
Report co-author Brandon Sutton added that 59% of all respondents expressed interest in GTA 6, highlighting the game’s broad appeal and making it an ideal case study for pricing strategies in the gaming industry. He also cautioned developers that excessive price hikes can drive away even the most loyal fans of major franchises.
In summary, MIDiA Research concludes that $69.99 remains the most profitable and safest price for the release of GTA 6, while a $100 tag would limit the audience and hurt overall sales.
Previously, Take-Two Interactive CEO Strauss Zelnick promised a fair price for GTA 6, but did not specify an exact figure. The game is scheduled to launch on May 26, 2026, for PS5 and Xbox Series X/S.