Bank of America Urges Rockstar to Raise GTA 6 Price “For the Industry’s Benefit

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Industry analysts are urging Take-Two executives to implement a price hike for Grand Theft Auto VI, with some suggesting a price of at least $80. This comes as the public speculates about the possibility of Grand Theft Auto VI initiating a new price tier for AAA games, potentially reaching close to $100. Experts believe that Grand Theft Auto VI’s higher production costs and the immense expectations surrounding it justify a price increase, which could lead to higher video game prices across the board. Some industry sources estimate the game could cost $70, a substantial increase from the usual $60 price tag. Analysts consider this potential rise fair, given Rockstar Games’ track record of producing high-quality titles and the significant revenue Grand Theft Auto VI is expected to generate.

While Take-Two has not officially announced the price or release date for Grand Theft Auto VI, the game is expected to launch on PC, PlayStation, and Xbox. Currently, there have been no announcements regarding the game’s price from Rockstar or its distributors. Bank of America analyst Omar Dessouky estimates that Grand Theft Auto VI should be priced at $80, which is $20 more than the current standard. Other analysts have different price predictions, with some suggesting it could reach as high as $100. Dessouky developed this estimate after attending the iicon Video Game Conference. A Bank of America report, addressing Grand Theft Auto VI’s scale and commercial impact, asserts that Rockstar should charge more for the game, arguing this would pave the way for other publishers to raise their prices, potentially benefiting the entire industry. Take-Two has yet to announce Grand Theft Auto VI’s price, but company CEO Strauss Zelnick recently made ambiguous statements, asserting that the game will “cost much, much less than the value delivered.”

In a new Bloomberg interview, Zelnick confirmed that the Grand Theft Auto VI marketing campaign will begin soon and that Take-Two has finalized a marketing agreement with PlayStation 5, reinforcing its partnership with Sony in game reveals. Zelnick described the impending release as “daunting” due to the public’s high expectations, stating, “I think our goal is to deliver something to consumers that has never been experienced before. Being on the edge but very close to action is incredibly, incredibly exciting. And daunting. Because expectations are so high.” These expectations are considerable: Grand Theft Auto V has sold over 225 million copies since 2013, ranking as the second best-selling game of all time behind Minecraft. Analysts project Grand Theft Auto VI to sell over 25 million units on its first day. The game will need to achieve this sales figure on PS5 and Xbox Series X/S alone, as the launch will be console-exclusive with no PC version scheduled.

Grand Theft Auto VI Sets Sights on Nov. 19 on PS5 and Xbox Series X/S, Launch on PC Pending

Regarding the decision to omit PC at launch, Zelnick acknowledged that PC now represents 45-50% of sales for a major title, compared to 5% twenty years ago for NBA 2K. Despite this market evolution, Rockstar maintains its development pace, with Zelnick explaining, “Rockstar always starts with consoles because I believe, with this kind of launch, you’re judged by the quality of service to the primary community.” Rockstar Games’ upcoming title is therefore expected to arrive on consoles before PC. According to the CEO of Take-Two Interactive, the company that owns Rockstar, Rockstar games have historically launched on consoles first. No information suggests that a PC release will not follow the console launch. The industry faces challenges with escalating budgets and unsustainable crunch periods. Take-Two has yet to reveal if Grand Theft Auto VI will carry a higher price than typical. Last week at iicon, Strauss Zelnick stated that the company’s goal is to charge a fair price for the value consumers receive. No new details about the game’s title, release date, or technical specifications have been shared. Zelnick stressed that if the primary console community is not served first and best, other consumers will not be reached. Grand Theft Auto VI will be released on November 19 for PS5 and Xbox Series X/S at an undisclosed price.

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