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- GTA 6 will have lower sales and revenue if it’s priced at $100, according to MIDiA research.
- Only 16% of consumers are interested in buying the game at a higher than optimal price.
- On the other hand, 8.6% of the US adult population will buy the game at $69.99.
Calling GTA 6 the most anticipated video game of all time seems like an understatement at this point. Gamers have been waiting for the Rockstar title for more than a decade, and the publisher has also been teasing fans by claiming the game will be the biggest launch in history.
Many industry veterans have referred to GTA 6 as the first AAAAA title, and as a result, fans are concerned about its pricing. If new research is to be believed, Rockstar should not price GTA 6 above $70 if it wants to maximize its profit.
Why it matters: Studies like these may not deter Rockstar from pricing the game at $100, but they do demonstrate that most consumers are unwilling to spend such a large amount of money.
According to a report from the gaming analysis firm MIDiA Research, pricing GTA 6 at $100 will reduce the overall sales of the game and also cut into the profit Rockstar will make from the title.
To reach this conclusion, MIDiA conducted a survey involving more than 2,000 people, 79% of whom would buy the game if it were priced closer to $69.99, compared to a measly 16% who would be willing to splurge more than $100 to get a taste of GTA 6.
Perry Gresham, the report’s co-author, explained that increasing the price to $100 would result in a loss of revenue for Rockstar Games, as the money it makes from people who purchase GTA 6 at a higher cost would be less than the money it is losing due to players not willing to spend more than the optimal price.
Furthermore, the report states 8.6% of the US adult population would purchase the game at the standard $69.99 price, leading to 22.9 million sales. However, only 9% would buy GTA 6 for over $100, which, despite being more than average, would result in a loss of money for Rockstar.
Hence, this report is a caution for every developer looking to increase prices, per Gresham. Ex-Rockstar devs have claimed that GTA 6 deserves the $80 price tag, but many in the gaming industry are wary of the knock-off effect this increase will have on AAA titles.
Do you think GTA 6 is deserving of a $100 price? Tell us in the comments below or head to the Tech4Gamers forum for discussion.
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Shameer Sarfaraz has previously worked for eXputer as a Senior News Writer for several years. Now with Tech4Gamers, he loves to devoutly keep up with the latest gaming and entertainment industries. He has a Bachelor’s Degree in Computer Science and years of experience reporting on games. Besides his passion for breaking news stories, Shahmeer loves spending his leisure time farming away in Stardew Valley. VGC, IGN, GameSpot, Game Rant, TheGamer, GamingBolt, The Verge, NME, Metro, Dot Esports, GameByte, Kotaku Australia, PC Gamer, and more have cited his articles.
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