Analyst Suggests Take-Two Increase GTA VI Price to $100 to Help Gaming Industry

In 2024, the gaming industry has barely grown. Experienced investment analyst and researcher Matthew Ball has ideas on how to get the market back on track, and one of them involves GTA VI.

Image source: Rockstar Games

In a 220-page report released recently on the state of the gaming industry in 2025, Ball highlighted several areas with the greatest potential to help the industry grow.

Among the possible saviors of the industry, Ball named Take-Two Interactive, which has a 2025 release of the hotly anticipated open-world crime thriller GTA VI from Rockstar Games.

GTA VI is the most anticipated release in recent years (Image source: Rockstar Games)

According to Ball, “there is hope” that Take-Two will break through the “key price barrier” and set the price of GTA VI above the current $70 accepted in the industry – in which case the game could be sold for $80, or even $100.

«“No player wants to see such a rise in price,” the analyst is sure, but the potential move will allow other developers to also raise prices, compensating for the increase in production costs.

Image source: Matthew Ball

As GameSpot notes, Take-Two was one of the first to raise prices for its games in 2020 from $60 to $70. Last summer, the head of the publishing department of Larian Studios, Michael Douse, allowed for an increase in the price of GTA VI.

GTA VI is still scheduled to be released this fall on PS5, Xbox Series X and S. Analysts estimate that revenue from pre-orders for the game will exceed $1 billion, and the action movie will earn $3.2 billion in its first year.