$100 Games: With ‘GTA6’ Looming, Here Are The Cases For And Against

InnovationGaming$100 Games: With ‘GTA6’ Looming, Here Are The Cases For And AgainstByMatt Gardner,Senior Contributor.Forbes contributors publish independent expert analyses and insights. A British writer who specializes in indie gaming and LEGO.Follow AuthorMay 19, 2026, 06:23am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.If any launch-day game will break the $100 price tag, surely it's 'GTA6'? Rockstar GamesPaying $100 for a standard game release has been a thorny subject for a while. With GTA6’s upcoming launch, there’s every reason to believe that Rockstar Games could be the first to adopt a day-one, three-figure price point, thanks to the 13-year wait and the millions (and millions) of dollars spent on it.This month, a study by independent market research firm Sapio Research, on behalf of player relationship platform FirstLook, surveyed 2,000 gamers in the U.K. and U.S. and found that people would pay an average of $78 (or £76) for Grand Theft Auto VI when it finally hits shelves on November 19.However, players weren’t fully convinced that the $100/£100 mark was too much. While six in ten (59%) said GTA6 would be too expensive at that price, two-fifths (40%) thought it was fair, even without knowing what they were getting. Even more impressively, 1% thought it was too cheap.Take-Two’s earnings call is on May 21, bringing with it questions about whether its profits are in line with delays and expectations, but if FirstLook’s data is anything to go by, is the company even slightly worried? A massive 94% of those surveyed by FirstLook plan to buy GTA6, and 29% will actively spend less on games during its planned launch window (November and December) to offset what could be their most luxurious gaming purchase yet.To its credit, the screenshots for 'Grand Theft Auto VI' make it look like a $100 prospect.Rockstar GamesMORE FOR YOUWill ‘GTA6’ be the first $100 game?I...