Analyst thinks Take-Two will sell Grand Theft Auto 6 at an unprecedented $100 price point
Integrating GTA Online could allow Take-Two to sell GTA 6 “at a previously unheard of price point”
Take-Two could be planning to sell Grand Theft Auto 6 at an unprecedented price point of “$100 or more” per copy.
That’s according to Michael Pachter, the managing director of equity research at Wedbush Securities.
The analyst discussed Rockstar owner Take-Two’s plans for the blockbuster release in a research note distributed this week.
“We think the company has plans to sell the game at a previously unheard of price point, and suspect that management can offer consumers an incentive to pay $100 or more per unit by rewarding them with a large amount of in-game currency to be spent in GTA Online,” he wrote.
“There is precedent for integrating an online game experience with a premium game, as Activision did so with both Call of Duty Warzone and Call of Duty Mobile content prior to the release of its annual Call of Duty premium installment,” Pachter continued.
“In Activision’s case, the integration led to a 40% increase in sales of Call of Duty premium; in Take-Two’s case, we think a successful integration of GTA Online and GTA VI can lead to a $100 price point for the premium game.”
It’s not the first time that a $100 price point for Rockstar’s upcoming game has been mooted.
It’s previously been suggested that other developers and publishers are hoping GTA 6 will be priced between $80 and $100, in a move which would allow more companies to raise their software prices too.
In August 2020, Take-Two’s NBA 2K21 was announced as the first current-gen game to be priced at $70, and other publishers quickly followed suit.
Take-Two said last month that Grand Theft Auto 5, which reached $1 billion in retail sales faster than any entertainment release in history following its 2013 launch, has now shipped over 210 million copies.
On Tuesday, Rockstar released an updated version of Grand Theft Auto 5 for PC. The free upgrade introduced a number of features previously exclusive to next-gen consoles, plus modern PC enhancements.
Rockstar is currently gearing up to launch Grand Theft Auto 6 for PS5 and Xbox Series X/S. Last month, Take-Two said that GTA 6 is still on track to release in the fall of 2025.
