Bank of America Advocates for $80 Price Tag on GTA 6 to Set Industry Standard

Bank of America has recommended that Take-Two Interactive price the upcoming Grand Theft Auto 6 (GTA 6) at $80, aiming to set a new standard in the gaming industry and address escalating development expenses. In an investor note following the iicon Video Game Conference, analyst Omar Dessouky highlighted that the industry might struggle to sell games at this price point if GTA 6 is released at a lower price. He stated, "We think it's in Take-Two's self-interest, as a publisher and partner to many developers, to raise the price point for the entire industry."

Take-Two CEO Strauss Zelnick addressed the topic during the conference, emphasizing the importance of delivering value to consumers. He remarked, "How you feel about something you buy is the intersection of the thing itself and what you pay for." Zelnick also noted that, when adjusted for inflation, video game prices have effectively decreased over the years.

GTA 6 is scheduled for release on November 19, 2026, for PlayStation 5 and Xbox Series X|S. As of now, Take-Two has not confirmed the official pricing for the game.