Even the Bank of America has an opinion on GTA 6’s price

Michael Hassall Published 08/05/2026

GTA VI might be the most anticipated video game of all time, and dozens of questions are currently swirling about the upcoming release, from gameplay elements like what the story is going to be, to more pressing items like just how much is this game going to cost us?

Well, in a recently published Forbes report, Bank of America industry analyst Omar Dessouky stated that the financial institution believed the game should be priced at $80, instead of the current industry standard of $70 to help raise the bar for the rest of the industry.

Bank of America speculated that GTA 6 “should” be priced $80 to justify industry standard

Talking to Forbes, Dessouky elaborated on his forecast for the price “the industry, which is perceived as struggling, would have trouble selling games for $80 if GTA 6 came out at $70.”

The implication is that GTA VI will be an industry-defining moment, and everything, from the pricing, to the gameplay will set a new standard. If Take-Two doesn’t set the price at $80 for this, then there’s an argument to be made that no game should ever be priced that high.

GTA VI should set a new price standard for games. Image credit: Rockstar Games

“Consumers pay for the value that you bring them,” explained Take-Two CEO Strauss Zelnick at the IICON Video Game Conference in Las Vegas which took place at the end of last month. Take-Two, the parent company behind Rockstar Games, GTA 6’s developer, will have a big say in what the games price will be.

“Our job is to charge way way way less of the value delivery. How you feel about something you buy is the intersection of the thing itself and what you pay. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got.”

The risk then, is that if GTA VI is priced too high, then it stops being a value proposition for players. Take-Two’s CEO deliberately avoided naming a specific price, but noted that in general, game prices have fallen over the past few years.

Notably, in the wider gaming space, indie titles, such as Slay the Spire 2 and Peak, which currently sit in the top 25 most-played games on SteamDB, and AA games, such as Windrose and Arc Raiders, have managed to find success at lower price points, giving tremendous value, versus the perceived AAA flop potential of many higher-priced games.

GTA 6 will be a watershed moment for the entire gaming industry. And the pricing could shift the entire landscape with a single number.

And if you think the Bank of America is wrong about GTA’s price, you can put your money where your mouth is with Kalshi or Polymarket. Right now Kalshi has a market for GTA VI’s release price on PS5, and Polymarket is questioning whether GTA 6 will cost $100+.

Kalshi GTA Prediction Markets

Featured image credit: Rockstar Games

Michael Hassall

About Michael Hassall

Michael is a eight-year veteran of the games writing space, but has being playing them for as long as he can remember. With bylines across the internet, he’s used his expertise to cover esports, prediction markets, mainstream gaming, streamers, and more besides.

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