Speculation around the price of Grand Theft Auto VI has become almost as intense as anticipation for the game itself. With Rockstar Games yet to officially announce pricing, rumors have circulated online suggesting the game could debut at an unprecedented $100 price point. However, a former Rockstar Games executive believes that outcome is highly unlikely.
Obbe Vermeij, who previously served as technical director at Rockstar North, recently shared his perspective in an interview with GamesHub. Vermeij dismissed the idea that Rockstar is planning to charge $100 for GTA 6, emphasizing that the figure has no official basis.
“Rockstar haven’t said anything about $100,” Vermeij said. “This is just something that the internet has decided.”
According to Vermeij, Rockstar’s long-term business strategy makes a premium upfront price unnecessary. He believes the publisher will instead rely heavily on the game’s online component to generate revenue over time, similar to the wildly successful GTA Online.
“I think they probably won’t do that because they will have a GTA VI online component,” he explained. “They’ll be thinking we want the biggest user base we can possibly have. Rather than trying to cash in that extra $30, I think they’re just going to make it a regular-priced game at $70 and then make the money on the back end in the years to come.”
Vermeij’s view aligns with Rockstar’s established model, where long-term monetization through online gameplay, updates, and microtransactions far outweighs initial box sales. Ensuring a massive player base from day one would be critical to replicating — or surpassing — the success of GTA Online.
Now working on an independent game titled Plentiful, Vermeij also commented on the ballooning cost of modern game development. He suggested that GTA 6 is likely to be the most expensive video game ever made — and may hold that title for a long time.
“The price of development is just kind of out of control,” he said.
However, he believes advances in artificial intelligence could help rein in costs for future projects. According to Vermeij, AI tools are expected to take over repetitive and time-consuming tasks that currently require large teams of artists and developers.
“My theory is that GTA VI will be the most expensive game ever developed and it will remain that way,” he said. “AI is going to take up a lot of the monotonous work that artists have to do. Games in the future will be faster to make and hopefully a little cheaper.”
Beyond development economics, there are also reputational risks tied to pricing. Recent $80 game releases have faced backlash from players, even from major franchises. High-profile titles have struggled to justify higher entry costs, and GTA 6 already faces immense pressure due to years of anticipation and sky-high expectations.
Introducing a $100 price tag could amplify criticism and intensify scrutiny, potentially overshadowing the game itself. A standard $70 launch price would likely be seen as more reasonable and could help Rockstar avoid unnecessary controversy.
For now, Rockstar has not revealed any official pricing details for Grand Theft Auto VI. Until it does, all discussion remains speculative. Still, based on industry precedent and insights from former insiders, a $100 price tag appears increasingly unlikely — much to the relief of fans eagerly awaiting the game’s release.