MIDiA Research study rejects $100 price point for Grand Theft Auto VI

[London, 9th October, 2025] -As anticipation for the long-awaited release of Grand Theft Auto VI reaches fever pitch, speculation surrounding its price has intensified. Since the game’s announcement, rumoured base edition prices of up to $100 have ignited industry-wide debate about the future of AAA game pricing.

However, a new report from MIDiA Research, “The winning formula for Grand Theft Auto VI”, challenges this assumption. In its latest report, MIDiA identifies the optimal price point for GTA VI. It also explores how different gamer profiles influence willingness to pay using Gabor-Granger pricing analysis and a nationally representative survey of more than 2,000 US consumers.

The findings reveal that while Grand Theft Auto VI commands extraordinary interest, a $100 launch price would reduce both unit sales and overall revenue. MIDiA’s model reinforces that the industry-standard $69.99 remains the sweet spot – maximising sales potential while aligning with consumer expectations.

Perry Gresham, Head of Data at MIDiA Research and co-author of the report, said:

“Our research suggests that GTA VI will generate more revenue at a standard $69.99 price point than the much discussed $100. A $100 price point would actually leave money on the table.”

“Below the optimum price, increasing price increases revenue, but prices above the optimum can result in loss of both unit sales and revenue. This is because the revenue increase from those who still purchase will be less than the lost revenue from those who do not.”

Brandon Sutton, Games Analyst at MIDiA and co-author of the report, added:

“Our research shows that 59% of consumers have some interest in purchasing GTA IV, highlighting the immense appeal and commercial potential of the game. This notoriety also makes GTA VI the perfect test case to understand consumer expectations around video games pricing. Our findings should serve as a caution to game developers looking to raise game prices in the future.”

The study found that 79% of consumers who expressed interest in GTA VI said they would ‘definitely’ or ‘probably’ buy the game at $49.99, while only 16% said the same at $149.99. Among superfans, willingness to purchase at $149.99 was almost double that of the average consumer (9% vs. 5%), but not enough to offset overall demand loss.

MIDiA’s modelling suggests that launching GTA VI at the optimal price could lead to approximately 8.6% of the US adult population purchasing the game, equivalent to 22.9 million copies sold and $1.6 billion in revenue.

The report arrives at a pivotal time for the gaming industry, as developers and publishers evaluate how to balance rising production costs with consumer expectations. With a data-driven approach to pricing, MIDiA’s findings shed new light on the dynamics of player behaviour, market thresholds, and sustainable revenue growth for major releases.

For media inquiries, please contact:

Tsion Tadesse 

MIDiA Research

tsion@midiaresearch.com or press@midiaresearch.com

About MIDiA Research 

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