3 Minutes
Analysts at MIDiA Research argue Take-Two should price Grand Theft Auto VI at $69.99 to unlock the franchise's maximum sales and revenue potential. Their consumer research suggests a $100 list price would shrink demand and ultimately reduce revenue.
Why $69.99 hits the sweet spot
MIDIa's team used the Gabor–Granger technique and surveyed more than 2,000 U.S. consumers to test willingness to pay. The result: $69.99 aligns with consumer expectations while preserving both unit sales and overall receipts. A higher headline price, like the oft-debated $100 figure, would push some buyers away faster than it would add value from those willing to pay more.
What the numbers actually show
Key takeaways from the report:
- 59% of consumers said they have some interest in buying GTA VI.
- At $49.99, 79% of interested buyers would probably or definitely buy; at $149.99 that drops to 16%.
- MIDiA estimates a $69.99 launch would convert roughly 8.6% of U.S. adults into buyers—about 22.9 million copies and $1.6 billion in revenue.
Analyst insight: revenue vs. prestige pricing
Perry Gresham, MIDiA's Head of Data, explains that prices above the optimal point can shrink both unit sales and total revenue: the extra dollars earned from the smaller group willing to pay more won’t compensate for the revenue lost when many buyers opt out. Brandon Sutton, a games analyst at MIDiA, adds that GTA VI’s broad appeal makes it a perfect case study for pricing strategy and a warning for publishers considering routine price hikes.
Why this matters to players and publishers
For players, the takeaway is simple: a $69.99 launch price is more likely to keep GTA VI accessible to a wider audience. For Take-Two and other publishers, MIDiA’s findings suggest careful calibration is needed—raising prices can be tempting, but it can also backfire on high-profile releases.
And a reminder for fans: GTA VI was pushed from an initial Fall 2025 window to May 26, 2026. With Rockstar’s track record, players are eager the date holds.
Source: wccftech
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