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 is charging way too little for this game,” Thompson said. “They should be charging like $200 for this game”.
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 are in right now”.
“I feel compelled to buy GTA 6, just in honour of it existing,” Thompson concluded. “Even if I don’t know if I’m ever going to play it, I’d be happy to pay $200. $80 is ridiculous. They should charge more”.
The Reaction: ‘Nuclear Take’
The response was immediate. TBPN show 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. “Nothing says out of touch like asking people who don’t buy the product what real gamers should pay,” one player commented.
Others pointed out the irony: Rockstar has yet to release any extended gameplay footage. The game has also faced backlash for its decision not to ship 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.
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.
Take-Two’s Response
Strauss Zelnick, CEO of publisher Take-Two Interactive, has previously stated that Rockstar Games haven’t used any AI in creating the long-awaited sequel. “Generative AI has zero part in what Rockstar Games is building,” he told Games Industry. “Their worlds are handcrafted. That’s what differentiates them. They’re built from the ground up, building by building, street by street, neighbourhood by neighbourhood”.
Also, Read
- GTA 6 Could Be Banned in These Five Countries – Here’s Why
- First GTA 6 ‘Physical Edition’ Appears Online and Gamers Can’t Stop Laughing
- GTA 6 Fans Are Convinced They Know the Date of the Next Big Reveal
The Bottom Line
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 6 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. The PC port has yet to be announced.