Despite rumors of a $100 price tag, gamers across the United States and United Kingdom expect Grand Theft Auto 6 to cost $78 when it hits the shelves later this year. The $78 figure comes from a new research study commissioned by FirstLook, a player relationship platform used by global studios such as Team17, EA, and Remedy to engage players across the entire game lifecycle, from playtesting to post-launch. According to the study, which polled 2,000 gamers across the U.S. and U.K., 59 percent of gamers would find a £/$100 GTA 6 too expensive, 40 percent of gamers would see the price as fair, and only 1 percent believe it would be too cheap. The research comes as GTA 6 hype hits fever pitch in the run-up to Take Two’s earnings call on May 21. Rockstar’s upcoming release has led studios across the industry to evaluate their own release dates, content updates, and marketing strategies. These fears are partially validated, as FirstLook’s study found that 94 percent of players plan to purchase GTA 6, with 29 percent of gamers expecting to spend less on games during the title’s launch window in November and December 2026. The respondents of FirstLook’s survey were evenly split between the U.S. and U.K., with all respondents identifying as gamers who play at least a few times a month. 1,000 respondents in the UK were asked whether a price of £100 is fair, and 1,000 US figures were asked the same question in dollars. The interviews…
