Grand Theft Auto 6 Should be Priced at $80 For the Good of the Industry, Says Bank of America

With Grand Theft Auto 6 slowly inching closer towards its November 19th release date, there have been many discussions and questions about how it will be priced. Bank of America—one of the largest banks in the world—has offered its own opinions in an investor note, saying that Rockstar Games and Take-Two Interactive should price the game at $80.

According to Seeking Alpha, Bank of America’s securities stock analyst Omar Dessouky said during the recent Interactive Innovation Conference that Grand Theft Auto 6 getting a higher price tag would also allow other companies to similarly break the $70 barrier for AAA releases. Rather than simply being good for just Take-Two Interactive, Dessouky said that it would be in the best interests of the entire video game industry.

“We also heard from attendees that the industry, which is perceived as struggling, would have difficulty selling games for $80 if GTA 6 came out at $70,” said Dessouky. “We think it’s in Take-Two’s self-interest, as a publisher and partner to many developers, to raise the price point for the entire industry.”

Bank of America is far from the first entity to have discussed the possibility of Grand Theft Auto 6 being more expensive for buyers than other AAA games. Back in March 2025, Wedbush Securities’ analyst Michael Pachter had posited that Rockstar Games and Take-Two might decide on a $100 price tag for the highly anticipated game. He noted that this could be achieved by the companies bundling in-game rewards for Grand Theft Auto Online alongside GTA 6.

“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,” said Pachter.

Back in January 2025, Epyllion’s Matthew Ball discussed similar sentiments, noting that it could remove a “key price barrier” for the entire industry, since other AAA releases will also follow in Grand Theft Auto 6‘s pricing decisions.

On the flip side, Circana analyst Mat Piscatella has expressed his belief that such a price hike would go against the goals of Rockstar Games and Take-Two Interactive to get as many players into the new game as possible. “There’s no need to make the base price of any game $100,” posted Piscatella on social media. “Special editions, collector’s editions, gold/silver editions, etc etc, do the same thing, and a high % of day 1 buyers jump on those at their elevated price points. There’s just no need.”

“You want to make the funnel as wide as possible, while also optimizing launch [dollars],” he continued. “You don’t do this [by] making the base price of a game so high that the funnel narrows. It just makes no sense. At all.”

Take-Two Interactive CEO Strauss Zelnick himself has been quite cagey when discussing the price of Grand Theft Auto 6. At the Interactive Innovation Conference, he simply said that the pricing will depend on what consumers are willing to pay for the product.