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A Bank of America stock analyst has declared at the IICON gaming conference in Las Vegas that Grand Theft Auto 6 should and will cost $80 — not to gouge fans, but to prevent other AAA publishers from struggling to sell their own $70 titles. The analyst argues Take-Two has a strategic interest in raising the industry price floor with the most anticipated game ever made.
Take-Two CEO Strauss Zelnick addressed GTA 6 pricing at the iicon conference, reaffirming the company's commitment to a 'reasonable' price point. While refusing to confirm exact figures, Zelnick indicated the $100 hyper-premium price tag is unlikely, suggesting standard pricing instead.
Take-Two CEO Strauss Zelnick dropped the clearest pricing hint yet for GTA 6 at the iicon conference, signaling the game will land in the standard $70-$80 AAA range — not the $100 some feared.
A fresh price leak has reignited the debate over how much Grand Theft Auto VI will cost at launch. The Economic Times reports that speculation about a potential $100 price tag for GTA 6 is intensifying, as analysts and gamers weigh in on whether the highly anticipated sequel could break the $100 barrier for AAA gaming.
As GTA 6 approaches its November 19, 2026 launch, debates over the game's price tag and map size intensify. The title appeared on Xbox storefront at £89.99 ($100), sparking controversy among fans.