Why Games Should Cost $100

I understand the desire.

How do we think through how to price these things?

This is a game that players have been waiting to get their hands on for 12 years.

Art for GTA 6, but with Lucia and her partner’s heads replaced with Alyx and Gordon from Half-Life.

Rockstar and Valve could earn 2025 a spot in the gaming history books.

Rockstar might not be your taste, but it has perfected its flavor formula.

Each game is bigger, better, and more tech-pushing than the last.

Michael from GTA 5 talking on the phone next to Gordon Freeman from Half-Life.

If you want something bad enough, you’ll pay whatever they ask.

Are you sure about that?

GTA 6 is a once-in-a-generation event game.

Jason and Lucia on the hood of their car in the key art for Grand Theft Auto 6.

But, those problems can’t be solved by upselling the players.

A $100 price tag would just mean those players find something else to play.

Split image with Benjamin Franklin from the 100 dollar bill on the left and Lucia from GTA 6 in a bikini on the right.

Triple-A Games

Grand Theft Auto 6

Rockstar Games