A new survey of 12,000 gamers across the US, UK, and Australia has dropped a number that should make every publisher in the industry sit up straight: 80% of respondents said they would pay $100 or more for GTA 6 at launch. No hesitation. No caveats.
The poll, conducted by gaming analytics firm Newzoo in partnership with a major industry publication, asked players across age groups and platform preferences what they would be willing to spend on GTA 6 at launch — including the base game, a premium edition, or a bundle with in-game currency. The 80% figure held consistently across demographics.
For context, the current standard price for a new AAA title on PS5 and Xbox Series X is $70. Even at $100, the majority of surveyed gamers said they'd pay up without blinking.
Thirty-one percent said they would go even further — paying $150 or more for a Collector's Edition or Ultimate Bundle if Rockstar offered one. That's not a niche group of whales. That's nearly a third of the gaming population signaling they want to give Rockstar more money than a single standard game costs.
The implications for Take-Two Interactive's revenue projections are enormous. Analysts at Wedbush have already estimated GTA 6 could generate $3 billion in its first year. If this poll's pricing data holds anywhere close to reality, that number could be conservative.
Rockstar has not officially announced GTA 6's price. The prevailing assumption in the industry is that it will launch at $70 — the current gen standard. But with this kind of consumer flexibility on display, the pressure to push that ceiling is real.
The survey also revealed that 67% of respondents plan to take a day off work or school for GTA 6's launch. Sixty-one percent have already told friends or family they're unavailable that day. Whatever Rockstar charges, the demand is there.
The only risk Rockstar faces is one of their own making: a botched launch, server instability, or a day-one GTA Online failure. For a franchise with this level of built-up anticipation, the margin for error is essentially zero. Players aren't just excited — they're already invested.