Overview

• MIDiA Research recommends a $69.99 U.S. launch price for Grand Theft Auto VI to maximize revenue.
• At that price, the study projects purchases by 8.6% of U.S. adults, or about 22.9 million copies, generating roughly $1.6 billion.
• The report uses Gabor–Granger pricing with a survey of over 2,000 U.S. consumers to model willingness to pay.
• Analysts who floated a $100 price, including Wedbush’s Michael Pachter, are challenged by findings that higher pricing would cut both units and revenue.
• Rockstar has not announced final pricing, and the title is scheduled for May 26, 2026, positioning GTA VI as a key test of AAA game price tolerance.