Financial analyst Ben Thompson has argued that Rockstar Games is charging far too little for its upcoming release and should price Grand Theft Auto 6 at $200. Speaking during an appearance on the TBPN show, the Stratechery founder described the anticipated sequel’s actual $80 price tag as “ridiculous.” Thompson defended his bold stance by calling the game the “last great” title of its kind, framing it as the pinnacle of human-made AAA craftsmanship before artificial intelligence becomes widespread in game development.
While Thompson’s perspective may make sense from a pure market-value standpoint, it is a tough pill to swallow for everyday consumers. The standard edition of the game is already raising eyebrows with its $80 MSRP, which sits ten dollars higher than the current $70 industry standard. For comparison, Grand Theft Auto V launched at $60 in 2013, which equates to roughly $86 today when adjusted for inflation. Even at the $80 mark, the premium pricing is projected to net Rockstar an additional $450 million in revenue.
This financial discussion arrives at a highly sensitive time for the studio. Members of the Rockstar Games Workers Union recently accused the developer of ongoing mismanagement, payment issues, and a grueling crunch culture as staff scramble to meet the scheduled November 19 release date. Thompson himself acknowledged that the game’s high level of craft was likely built on the back of employee crunch, highlighting the human cost behind what he considers a masterpiece.
Adding to the tension is Rockstar’s controversial decision to omit a physical Blu-ray disc, opting instead to package physical retail copies with a digital download voucher. This move has drawn sharp criticism from physical media advocates and fellow developers, who argue it undermines the retail market and independent studios. Ultimately, whether GTA 6 is viewed as a $200 work of art or an expensive digital commodity, it remains poised to shatter industry sales records this winter.
