October 10, 2025, 2:34 pm | Read time: 3 minutes
Will “GTA 6” really cost 100 euros? There are already initial rumors and forecasts. It wouldn’t be very surprising, as the upcoming blockbuster game has been in development for a long time and is technically and in terms of scope very elaborate. Will players around the world experience an unprecedented price level? Not so fast. According to a new study, publisher Rockstar should do the following: nothing.
“GTA 6” for 100 Euros Could Become a Losing Proposition
In January of this year, analyst Matthew Ball predicted a “GTA 6” price of 100 euros (100 dollars in the U.S.). For games, the amounts are usually the same, whether in dollars or euros. In his view, the high price would drive growth within the gaming industry, benefiting smaller studios and projects. After all, production costs continue to rise, but corresponding price increases have not occurred to the same extent so far.
Rising prices would benefit the industry, and other manufacturers see it that way, too. But a new study by MIDia Research concludes that publisher Rockstar Games should refrain from selling “GTA 6” for 100 euros. Instead, the experts argue that the company would end up incurring losses at that price point.
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69.99 Euros for “GTA 6” Is Ideal
For the new study, MIDia Research used the so-called Gabor-Granger method to determine a product price and conducted a representative survey with 2,000 people. Additionally, the portal “IGN” directly asked Perry Gresham, co-author of the study.
The result was that “GTA 6” should be sold for only 70 euros, 69.99 euros to be exact. This would maximize sales and keep fans happy. A price of 100 euros, on the other hand, would reduce sales numbers and thus overall revenue. Furthermore, previous studies indicate that consumers prefer prices ending in .99.
The reasoning is convincing: The higher revenue per unit from a price above 70 euros could not compensate for the loss resulting from a smaller customer base.
Some Fans Would Even Pay 150 Euros
The survey reveals interesting trends within the potential customer base. Depending on the theoretical sale price, different numbers of people would definitely or at least probably buy “GTA 6.” They even asked about a hypothetical price of 149.99, which some might still consider.
The survey results at a glance:
- 79 percent would definitely or probably buy “GTA 6” for 49.99
- 60 percent would definitely or probably buy “GTA 6” for 69.99
- 35 percent would definitely or probably buy “GTA 6” for 99.99
- 16 percent would definitely or probably buy “GTA 6” for 149.99
Among the 16 percent at 149.99, the likelihood of purchase among so-called “superfans” would be twice as high as that of the average customer.
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If “GTA 6” is released for “only” 69.99 instead of 100 euros, about 8.6 percent of the total U.S. population would buy the game at launch, according to expert forecasts. This would mean 22.9 million units sold and a billion-dollar revenue in a very short time.