With GTA 6 just four months away from its November 19 launch, the gaming world has been grappling with Rockstar’s decision to price the Standard Edition at $79.99 — a $10 increase over the industry standard. But for one prominent tech analyst, that price isn’t high enough. In fact, it’s far too low.
The Analyst Who Says GTA 6 Should Cost $200
During a July 8 interview on the technology news show TBPN, Ben Thompson — founder of the influential Stratechery newsletter — made a statement that immediately went viral. “Rockstar, I think, is charging way too little for this game,” Thompson said. “They should be charging like $200 for this.”
Thompson’s reasoning is rooted in what he sees as a pivotal moment in gaming history. “GTA 6 is the last great game,” he declared. “It was mostly all made pre-AI. It is the pinnacle of triple-A craftsmanship. Years and years and years of blood, sweat, and tears”.
‘The Pinnacle of AAA Craftsmanship’
Thompson argued that the game represents the peak of human-led game development before generative AI becomes deeply integrated into the industry. He pointed to the decade of development, the estimated $1–2 billion budget, and even the infamous crunch culture at Rockstar — noting that fans have been “counting cigarette butts outside Rockstar’s offices to see how much crunch they’re in right now”.
“I feel compelled to buy GTA 6 just in honor of it existing, even if I don’t know if I’ll ever play it,” Thompson concluded, adding: “And I’ll be happy to pay $200”.
The Reaction: ‘Nuclear Take’
The response was immediate. TBPN host John Coogan described Thompson’s stance as a “nuclear take“. Some fans accused the analyst of being “out of touch” with what ordinary gamers can afford.
Others pointed out the irony: Rockstar has yet to release any extended gameplay footage. “Nothing says out of touch like asking people who don’t buy the product what real gamers should pay,” one player commented.
The Broader Context
Thompson’s comments come amid widespread controversy over GTA VI‘s pricing and distribution. Rockstar has faced backlash for its decision not to ship the game on a Blu-ray Disc, instead offering a digital download voucher in a box — a move that drew criticism from developers like CI Games CEO Marek Tyminski.
Take-Two’s stock actually took a brief hit when the $80 price was first revealed. Some analysts had predicted the game could cost $100, a figure that ended up being the price of the Ultimate Edition rather than the Standard Edition.
What the Numbers Say
Compared to previous entries, GTA V launched at $60 in 2013 — which, adjusted for inflation, would be roughly $86 in 2026. The $80 price point is a $10 increase over the current $70 AAA standard, a move that could generate an extra $450 million in revenue for Rockstar. But for Thompson, even that isn’t enough to reflect the game’s true value.
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The Verdict
While Thompson’s $200 proposal is unlikely to become reality, his comments have reignited a crucial debate about the value of AAA games in an era of ballooning budgets and rapid technological change. Whether GTA VI is truly “the last great game” or simply the next landmark in a long line of them, one thing is certain: the conversation about what we’re willing to pay for gaming experiences is far from over.
Grand Theft Auto VI launches on November 19, 2026, for PlayStation 5 and Xbox Series X/S.