As the debate over the price of Grand Theft Auto 6 continues, one of the creators of the original Saints Row – which is heavily inspired by GTA – has said he hopes Rockstar will charge $100 for it, claiming it is the only game in the world that can achieve that.
Strauss Zelnick, head of Take-Two, Rockstar’s parent company, is often asked how much Rockstar will charge for the biggest entertainment release of all time. Every time he’s asked, Zelnick dances around the question, pointing to providing value to customers.
Adding to the analysis is the industry’s recent jump from $70 to $80 for some games. If Nintendo charges $80 for Nintendo Switch 2 games like Mario Kart World, and Microsoft, as many expect, jumps to $80 for its games starting next year after pulling out of it this year, it’s tough to imagine GTA 6 being priced any cheaper.
Fans often balk at the idea of spending $100 on GTA 6. But according to Chris Stockman, design director of the first Saints Row game, GTA 6 “deserves” $100.
In an interview with E-sports expertStockman responded to the suggestion that GTA 6 would be the first $100 video game.
“Only they can do it,” Stockman said. “I don’t think it’s a rising tide that floats all boats. I think if everyone goes to $100 there will be a huge reaction. Not all games are created equal. I think GTA is the only one that can do it and I hope they can do it. I hope it’s $100. I think it deserves $100.”
“The scope and volume of this production deserves this price, but not everything is treated equally. It would be a disaster if everyone tried to match them.”
Stockman claims that the sheer scope of GTA 6 will be much greater than any previous video game. It’s certainly rumored to have the largest development budget ever. Rockstar showed almost no gameplay footage, so it’s unclear how substantial and varied the experience will be. However, it seems sheltered to assume that barring the worst disaster in video game history, GTA 6 will rewrite the record books when it comes to critical and commercial acclaim.
But is the world ready for the jump to $100? Earlier this year, Epyllion CEO and analyst Matthew Ball discussed the $100 GTA 6 game extensive presentation on the state of gaming in 2025. Nearby end of presentationBall said that “some game developers are hoping that GTA 6 will be priced in the $80 to $100 range, breaking the $70 barrier and helping $50 titles go to $60, $60 to $70, $70 to $80, etc.”
“Bundled game prices have never been lower in real terms than they are today – even though budgets are at an all-time high and player development is at a standstill,” Ball wrote. “GTA 6 Could Bring Video Game Prices Back After Decades of Deflation, Despite Skyrocketing Costs.”
Other analysts, however, poured icy water on the $100 suggestionsaying that interest in GTA 6 is so huge that there is simply no need to limit the game’s potential audience by cheapening part of the experience.
Indeed, a recently published study found that if Rockstar decided to release GTA 6 for $100, it would actually cost the company money and the revenue “sweet spot” would remain at $70.
Price is just one of many unanswered questions swirling around GTA 6. Another is what Rockstar plans to do with GTA Online. Can a company charge more for access to GTA Online? Will it be a standalone, free download? Could Rockstar sell subscriptions? Will Rockstar and Take-Two really make GTA Online available at no extra cost like before?
Hopefully it won’t be long before we get some answers. GTA 6 will be released on May 26, 2026 on PlayStation 5 and Xbox Series X and S.
Wesley is the news director at IGN. Find him on Twitter at @wyp100. Wesley can be reached at wesley_yinpoole@ign.com or confidentially at wyp100@proton.me.
