As excitement for Grand Theft Auto VI (GTA 6) builds, many fans are worried about how much it will cost.
According to GameStop, GTA 6 could be the first video game to be priced above $70 USD. Take-Two Interactive, the parent company of Rockstar Games, was actually the first publisher to raise the retail price to $70 with NBA 2K21. This has raised concerns that history may repeat itself.
However, there are several reasons why Rockstar Games should consider keeping the price of Grand Theft Auto VI the same as previous titles—or even lowering it—rather than hiking it up.
Financial Success So Far
Rockstar Games has been incredibly successful, especially with Grand Theft Auto V and GTA Online. Since GTA V’s release in 2013, it has earned billions in revenue. This success gives Rockstar a financial cushion, meaning they can cover the cost of developing GTA 6 without needing to charge players more.
The Role of Strauss Zelnick
Strauss Zelnick, the CEO of Take-Two Interactive, has a big influence on the company’s financial decisions. His pay is linked directly to how well the company performs. In fact, 77% of his compensation depends on Take-Two’s performance. In 2023 alone, Zelnick made $42.1 million—more than twice what he made the previous year.
Conflicts of Interest?
There are a few reasons why Zelnick’s role could lead to conflicts of interest when it comes to pricing GTA 6:
- Multiple hats: Zelnick is both the CEO of Take-Two and the founder and managing partner of ZelnickMedia Corporation (ZMC), which manages Take-Two.
- Pay linked to profits: Since his pay depends so heavily on Take-Two’s financial success, Zelnick might prioritize short-term profits over what’s best for players.
- Management deal: Take-Two has an agreement with ZMC to provide management services, which further blurs the lines between these companies.
Gamers’ Expectations vs. Rising Costs
While developing games has become more expensive, the standard price for AAA games has stayed around $60-$70 for years. Gamers are used to paying this amount, and if Rockstar decides to raise the price of Grand Theft Auto VI to $100 or more, it could turn off a lot of fans. Such a price jump might even hurt sales overall.
It’s important to note that many AAA gaming companies, including Rockstar, are making millions—if not billions—in profit. This shows that current pricing models are already working well for these companies, and in some cases, the games may even be overpriced. Given this level of profitability, there’s little reason to push prices higher, as it risks alienating players without a clear financial need.
Other Ways to Make Money
Rockstar has already proven that they don’t need to rely solely on game sales to make money. With GTA Online, they’ve generated significant revenue from microtransactions, where players buy in-game items with real money. By keeping or lowering the price of GTA VI, Rockstar could attract more players, who might then spend money on in-game purchases. In the long run, this strategy could bring in more revenue than a higher upfront cost for the game.
Development Costs: A Choice by Rockstar
Rumors suggest that the development of Grand Theft Auto VI could cost up to $2 billion. But it’s important to remember that this is a choice Rockstar made in terms of game design and how long they’ve been working on it. The development cycle reportedly started in 2014, and while a long timeline can result in a polished game, it doesn’t necessarily mean players should foot the bill for these decisions through higher prices.
The Zynga Factor
Take-Two’s purchase of Zynga for $12.7 billion in 2022 was a major financial move. While this acquisition might help Take-Two in the long term, it doesn’t directly affect Rockstar’s games. Players shouldn’t have to pay more for GTA 6 just to make up for the cost of corporate mergers and acquisitions.
Rockstar’s Opportunity to Lead by Example
As one of the most influential companies in the gaming industry, Rockstar has a chance to lead by setting fair prices. By keeping GTA 6 priced similarly to their previous titles—or even lowering the cost—they could generate positive goodwill among players. This could result in more people playing the game, sharing their experiences, and driving long-term success through increased player engagement and in-game purchases.
What This Means for Gamers and the Industry
While the temptation to raise prices is understandable, Rockstar Games is in a strong financial position to consider a more consumer-friendly approach. By maintaining or lowering the price of Grand Theft Auto VI, they could expand their player base, build positive sentiment among gamers, and likely increase long-term profitability through in-game sales and online engagement.
At the same time, the relationship between Take-Two, ZelnickMedia, and Strauss Zelnick himself raises important questions about pricing decisions. As consumers, it’s important to stay informed about these dynamics and advocate for pricing that balances company profits with fair value for players.
