As Grand Theft Auto VI’s May 2026 launch approaches, analysts are dismissing fears that a potential $100 price tag could hurt sales. Michael Pachter (Wedbush Securities) told The Telegraph:
“The game will be immensely profitable… $10B lifetime revenue plus $500M annually from GTA Online.”
Louise Wooldridge (Ampere Analytics) added it’s “the most anticipated game ever,” poised to clear $1 billion in 24 hours – shattering GTA V’s $800M launch record.
The $100 Price Debate
Pachter stands firm on his $100 prediction (£80 GBP), citing unprecedented demand:
- No sales resistance expected from dedicated fans
- Profit potential justifies premium pricing
- Tiered editions could push pricing higher
Critics counter that Rockstar’s real revenue comes from GTA Online microtransactions – making a $100 base price unnecessary. Neither Take-Two nor Rockstar has confirmed figures.
GTA Online: The Financial Engine
Analysts emphasize online revenue as the core profit driver:
“GTA V’s $7.7B earnings came mostly from online,” notes Wooldridge.
A $100 sticker price would accelerate ROI but isn’t essential for long-term success. Pachter’s $500M/year online forecast assumes:
- Seamless player migration from GTA V
- Innovative monetization beyond Shark Cards
- Sustained content updates
The Record-Breaking Calculus
Key metrics underpinning the $1B launch day prediction:
- Installed base: 175M+ PS5/Xbox Series X|S owners
- Pent-up demand: 12+ years since GTA V’s release
- Cultural impact: 1.9B trailer views in 24 hours
Even at $100, analysts project 10M+ day-one sales – easily eclipsing GTA V’s 11.2M units sold at $60.
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What Remains Uncertain
While analysts debate pricing, consensus agrees on:
- Pre-orders will shatter records regardless of cost
- Console bundles may soften price perception
- Regional pricing could vary significantly
Rockstar’s official announcement – expected late 2025 – will settle the $100 question.