The design director of Saints Row says the upcoming Grand Theft Auto 6 “deserves” to be sold for $100.
- READ MORE: The best games to play while you wait for ‘Grand Theft Auto 6’
Grand Theft Auto 6 was due to launch late 2025 but was delayed to May 26, 2026 earlier this year. The follow-up to 2013’s Grand Theft Auto 5 will see players return to Vice City and, according to a fan-led mapping project, will be significantly bigger than previous entries in the long-running franchise.
Due to the scale of the game and the length of development, fans have been worried about how much Rockstar and publishers Take-Two will charge for Grand Theft Auto 6. A report shared by gaming analyst Matthew Ball at the start of 2025 suggested that GTA 6 could “re-establish packed video game prices after decades of deflation despite rampant cost growth” and that other studios were hoping it would cost $100, so they could start charging more for their games.
Other analysts then shared their views about the $100 price point for Grand Theft Auto 6. “GTA 6 is going to be a cultural phenomenon and could bear a $100 price point, but player backlash would be significant, and that would be a short-term gain at a long-term cost. Maximising day-one premium revenues is not the play here, especially in today’s economy,” offered Rhy Elliot.
Now original Saints Row design director Chris Stockman has weighed in, saying Rockstar are the only studio that can get away with charging $100 for a game. “I don’t think it’s a rising tide that floats all boats. I think that there’ll be a tremendous amount of backlash if everyone switched to $100. Not all games are created equal,” he said in an interview with Esports Insider. “I think GTA is the only one that can get away with it, and I hope they do. I really hope it’s $100. I think it deserves to be $100. The scope and magnitude of this production deserves that price tag. It would be a disaster if everyone tried to match them.”
The cost of games has been creeping up in recent months. Nintendo Switch 2 launch title Mario Kart World was sold for £75 as part of the company’s new “variable pricing structure” while Microsoft has rolled back plans to start charging $80 for some of its new games following backlash. However the company did recently launch a controversial new pricing structure for Xbox Game Pass which made the subscription service a lot more expensive.
In other news, the 2026 European leg of Sony’s live PlayStation: The Concert tour has now been cancelled after being rescheduled earlier this year.
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