Rockstar Games is preparing the launch of the most anticipated game of the decade: Grand Theft Auto VI. Developed for almost ten years with the colossal resources of eleven internal studios and third-party teams like Double Eleven, the next opus of the cult saga could well break all records. According to some estimates, its production cost would be around between 1 and 2 billion dollars, an unprecedented amount in the video game industry.
Faced with such an investment, the question of the final price arises. Some fear a price explosion, citing an introductory price of $100 for the standard edition. But is this a credible scenario, or a simple fear fueled by the scale of the project?
A pharaonic budget… but already planned profitability
Rockstar is not new when it comes to making its blockbusters profitable. GTA V has sold more than 220 million copies worldwide since its release, and continues to generate quarterly sales today. Its successor, Red Dead Redemption 2, has nearly 80 million. With such a track record, parent company Take-Two Interactive can count on a solid fan base, ready to invest heavily.
But this loyalty does not mean that players would accept any price. Some analysts believe that an overly aggressive pricing strategy would be counterproductive, especially given the financial power of online mode.
Microtransactions, longevity: the real gold mine is GTA Online
Rockstar’s business model is no longer based solely on unit sales. The single-player experience is now complemented by a massive online dimension, designed to last a decade or more. “GTA 6 is not just a single-player game. GTA 6 will also almost definitely have an ambitious online mode built to last for a decade or more. It will be built around microtransactions which will make trillions upon trillions of dollars on its own.”
In this logic, setting a high purchase price could limit access to the game – and therefore, reduce the pool of players likely to consume in the GTA Online universe. Rockstar therefore has every interest in favoring an affordable entry to maximize its profits in the long term.
Why the $70 standard still holds its own
According to several sources familiar with the matter, it’s more likely that GTA 6 will follow the current industry standard of $70. A price deemed sufficiently profitable by the publisher. “Take-Two Interactive, the company that owns Rockstar Games, has also shown it is flexible with pricing.”
The CEO of Take-Two, Strauss Zelnick, also welcomed the good performance of “Mafia: The Old Country”, sold at $49.99. “That lower price likely made it an easier sell to people as opposed to if it had been $70.” This pricing flexibility shows that the publisher adapts its prices according to the content offered.
And even if Rockstar decided to offer a deluxe edition at 100 dollars or more, it would include advantages: early access, additional content, exclusive elements… “Could Rockstar charge $100 for GTA 6? Yes, absolutely. I think they could do it, and it would still sell very well. Pre-orders for this game will open well in advance and give people time to save for it. People would be upset, but it would still ultimately sell. Here’s the thing, though: Rockstar doesn’t need to charge $100 for GTA 6, nor should it.”
GTA 6: a strategic price more than a commercial whim
Everything therefore suggests that the final price of GTA 6 will not exceed 70 dollars for the basic edition. Rockstar could opt for a hybrid strategy: an affordable standard version to attract as many players as possible, and more expensive premium editions for the most committed. An effective way to quickly make a colossal investment profitable, without upsetting an already heated community.