Video game publisher Take-Two (TTWO) plans to release Rockstar Games’ Grand Theft Auto VI this year and one analyst believes the video game could come with a hefty price tag. Epyllion’s Matthew Ball claims the video game industry hopes the GTA 6 price will be $100, a stark increase over the current $60 to $70 consumers pay for new games.
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According to Ball, industry insiders want GTA 6 to cost $100 as it would allow other game developers to increase the price of their games. For years new games were priced at $60 with the jump to $70 only happening in the latest console generation. However, rising production costs have developers and publishers seeking more profits from games.
Many publishers achieve this by adding microtransactions to their games. Others include paid battle passes and releasing downloadable content (DLC) is another way for developers to stretch out a game’s life and secure additional sales. Even if new games start costing $100, it’s unlikely developers would be willing to give up these popular revenue streams.
A $100 GTA 6 Price Tag is a Big Risk for Take-Two
Take-Two holds an interesting place in the game industry right now. GTA 6 is likely to be the largest release in 2025 and it comes more than a decade after the release of Grand Theft Auto V. During that time, GTA 5 gained a massive following, making it the second-best-selling game in history with over 205 million units sold.
Of course, Take-Two wants to capitalize on that tremendous success, but will a $100 price tag for GTA 6 be the best way to do so? Gamers are already resistant to price increases and such a huge bump for the latest Grand Theft Auto risks undermining sales. It seems unlikely that Take-Two would shake the boat when it’s practically guaranteed a blockbuster this year.
Is TTWO Stock a Buy, Sell, or Hold?
Turning to Wall Street, the analysts’ consensus rating for Take-Two is Strong Buy based on 16 Buy and two Hold ratings over the last three months. With that comes an average price target of $199.58, a high of $240, and a low of $156. This represents a potential 7.07% upside for TTWO shares.
