GTA 6 Might Cost $100—And Fans Are Still Ready to Buy

According to Go Gamers and ESPM professor Mauro Berimbau, this isn’t just about value—it’s about inclusion. He calls it “the cost of belonging,” where players are willing to pay more to be part of the collective experience. GTA 6, the whole franchise at this point, isn’t just a game—it’s a cultural moment. And missing out feels like being left behind.

That’s why nearly half of the survey’s 1,200 participants said they plan to buy the game on day one. Some are already prepping: 20.6% have built or bought new PCs, and 20% have upgraded their gear—headsets, mice, controllers—just for this launch.

Brazil’s Gaming Economy Is Already Brutal

Games in Brazil are notoriously expensive. Earlier this year, Kingdom Come: Deliverance 2 jumped from R$349 to R$449 (roughly $64 to $82). In the U.S., it still costs $59.99. If GTA 6 lands at R$500–R$600, that’s $92–$110—well above the rumored U.S. price.

And yet, Brazilian gamers are still lining up. That says something about Rockstar’s brand power—and the lengths fans will go to stay in the loop.

Will $100 Be the New Normal for AAA Games?

If GTA 6 hits $100 and still sells like wildfire, publishers will take notes. Analysts expect the game to generate over $7 billion in its first two months. Zelnick himself said,

“If you create a huge hit, and everyone wants it and everyone buys it, the revenue is going to take care of itself.”

Translation: if the hype is strong enough, price resistance melts away.

Final Thoughts: GTA 6’s Price Might Be Controversial—But It Won’t Stop Sales

Whether $100 feels fair or outrageous depends on where you live, how much you earn, and how badly you want to play. But for millions of fans—especially in Brazil—it’s not just about money. It’s about being part of something massive.

GTA 6 could redefine what AAA pricing looks like. And if the game delivers, the controversy might fade faster than a five-star wanted level.