[STEAM] New research shows gamers anticipate GTA 6 will cost $78

[Steam 0]

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

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, 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

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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 *** were asked whether a price of £100 is fair, and 1,000 US figures were asked the same question in dollars. The interviews were conducted online by Sapio Research in May 2026 using an email invitation and an online survey.

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Image credit: FirstPoint Players were also asked if they believe their spending on video games will change when GTA 6 comes out. 21 percent of players expect to spend more after the release of the game, per the study, while 50 percent of players expect to spend the same and 29 percent of players expect to spend less.

“These findings clearly indicate a key inflection point with the average pricing of $78 breaking out of the traditional $70 price ceiling,” said FirstLook chief executive officer Eden Chen in a press release. “However, the survey also reveals a sharp sensitivity at the $100, which has to be some psychological barrier for consumers. The reality for T2 is that they have unprecedented pricing power on this title but also want to maintain a healthy balance of having a wide net as there will be lots of opportunity to build the franchise and monetize in other ways.”

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