As the debate over Grand Theft Auto 6’s price intensifies, a noteworthy voice from the original Saints Row development team— a game heavily inspired by GTA — has expressed support for Rockstar charging $100 for the game. According to Chris Stockman, design director of the first Saints Row, GTA 6 is the only game in the world worthy of such a price tag.
Strauss Zelnick, CEO of Take-Two Interactive, Rockstar’s parent company, has repeatedly dodged direct questions about GTA 6’s price, emphasizing instead the company’s commitment to delivering value to players.
The conversation around pricing has gained momentum amid the broader industry trend of rising game prices, moving from $70 to $80 for some titles. With Nintendo charging $80 for Nintendo Switch 2 games like Mario Kart World, and expectations that Microsoft may raise prices to $80 next year after postponing their own hike, it’s increasingly difficult to imagine GTA 6 launching for less.
While many fans balk at the idea of paying $100, Stockman insists the game “deserves” it. In an interview with Esports Insider, he said, “They’re the only ones that can get away with it. I don’t think it’s a rising tide that floats all boats. There’ll be a tremendous backlash if every game shifted to $100. Not all games are created equal. GTA is the only one that can justify it, and I hope they do. The scale and ambition of this production warrant that price.”
Stockman’s comments underscore the unprecedented scope of GTA 6, widely rumored to have the largest development budget in gaming history. Rockstar has been tight-lipped about the game’s details, but the anticipation suggests GTA 6 is poised to set new records for both critical acclaim and commercial success—barring any major setbacks.
But is the gaming market ready for a $100 leap? Earlier this year, Epyllion CEO and analyst Matthew Ball proposed a similar price point in a detailed gaming industry presentation. Ball suggested that if GTA 6 breaks the $70 barrier—potentially pricing between $80 and $100—it could catalyze a general price increase across the market, lifting $50 games to $60, $60 to $70, and so forth.
“Packaged game prices have never been lower in real terms despite rising budgets and stagnant player growth,” Ball noted. “GTA 6 could reverse decades of price deflation and align prices with escalating development costs.”
However, some analysts remain skeptical, arguing that the overwhelming hype for GTA 6 means there’s no incentive to limit access by pricing the game too high. Recent research even suggests a $100 price could reduce Rockstar’s profits, with an optimal revenue point closer to $70.
Pricing is just one of many mysteries surrounding GTA 6. Rockstar has yet to clarify its plans for GTA Online. Will access to the online mode come with an extra charge? Will it remain a free standalone download as before? Could we see a subscription model? The answers remain elusive.
Fortunately, fans won’t have long to wait. GTA 6 is scheduled for release on May 26, 2026, exclusively for PlayStation 5 and Xbox Series X|S.
