Players in the UK & US weigh in on the cost of GTA VI, with 40% saying a £/$100 price point is fair.
$78 / £76. That’s how much 2,000 gamers in the US and UK expect the hotly anticipated GTA VI to cost when it hits the shelves on 19 November 2026.
It’s a figure that remains well below the heavily rumored $100 price tag that has dominated industry discussion. 59% of gamers would find a £/$100 GTA VI too expensive, 40% of gamers would see the price as fair, and just 1% believe that’s too cheap.
The research comes as GTA VI hype hits fever pitch in the run-up to Take Two’s earnings call on May 21st 2026. 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 a whopping 94% of players plan to purchase GTA VI, with 29% of gamers expecting to spend less on games during the title’s launch window (November & December 2026).
The study was commissioned by FirstLook, a world-leading 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. The survey of 1,000 gamers in the UK and 1,000 in the US was conducted by independent market research firm Sapio Research.
Key Findings:
Do you believe $100 or £100 is a fair price for GTA VI?
- 59% of players say the price is too expensive
- 40% of players say it is a fair price
- 1% of players say it is too cheap
When GTA VI releases how do you think your spending on video games will change?
- 21% of players expect to spend more
- 50% of players expect to spend the same
- 29% of players expect to spend less
How much do you expect GTA VI to cost?
- Mean average: $78 / £76
Are you planning to purchase GTA VI?
- 94% of players say yes
- 6% of players say no
Eden Chen, CEO, FirstLook, and games industry analyst, said:
“These findings clearly indicate a key inflection point with the average pricing of $78 breaking out of the traditional $70 price ceiling. 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.”
The survey was conducted among 2,000 gamers who play at least a few times a month across the UK and US. 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 were conducted online by Sapio Research in May 2026 using an email invitation and an online survey.
