Bank of America suggests $80 price for GTA 6, cites rising development costs

Bank of America analysts said Take-Two Interactive should price its upcoming title Grand Thesources Auto 6 (GTA 6) at $80, arguing the move could help set a new industry benchmark as game development costs rise.

In an investor note dated May 4, 2026, the bank said it reached the view asourceser attending the iicon event in Las Vegas. Omar Dessouky, a Bank of America securities stock analyst, wrote that development budgets have increased by as much as 300% over the past decade and that publishers face growing financial pressure.

The note said a higher price for GTA 6—a highly anticipated release—could make it easier for other publishers to raise prices from the current $70 standard. Take-Two previously moved a major release from $60 to $70 with NBA 2K21 in 2020, which the company later said did not face significant consumer pushback.

Take-Two CEO Strauss Zelnick has also said game prices have remained relatively stable for about 10 years, even as inflation has raised the cost of other consumer goods. Some industry observers argue that stagnant upfront pricing has contributed to greater reliance on downloadable content (DLC) and microtransactions to help offset rising production expenses.

Bank of America also said it raised its price target for Take-Two shares to $320, compared with a current trading price of about $216, citing its view on the pricing strategy.

GTA 6 is scheduled to launch on November 19 for PlayStation 5 and Xbox Series X|S, following multiple delays. The release would come 13 years asourceser Grand Thesources Auto V.