Warhorse Studios co-founder and COO Martin Klima hopes Grand Theft Auto VI succeeds at its higher price so other studios can charge more, too. Take-Two has announced a US Standard Edition price of $79.99, but that confirms the price of one major game—not a new industry-wide standard.
What Martin Klima said about GTA 6’s price
In interviews reported by VGC and PC Gamer on October 2, 2026, Klima said he hopes GTA VI “blazes the trail” for higher prices on other triple-A games.
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Klima’s argument is that development costs continue to rise while there may be limited room to grow the audience, and digital sales channels already capture more of each sale. In his view, raising the unit price is one of the few remaining ways to bring in more revenue, and Rockstar and Take-Two have the scale and willingness to try it. That is Klima’s assessment of the pressures on game development, not evidence of an industry-wide consensus. He also said the GTA series does not appeal to him personally.
“The last thing you can do is to increase the unit price. That would help a lot, but everybody’s scared to death about it. Now, hopefully, GTA will blaze the trail, and it will allow us to increase the cost.”
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— Martin Klima, as quoted by PC Gamer
GTA 6’s announced US editions and prices
Take-Two’s June 24, 2026 announcement lists these US prices and a November 19, 2026 release for PlayStation 5 and Xbox Series X|S:
| Edition | Announced US price | Format and upgrade details |
|---|---|---|
| Standard | $79.99 | Available digitally or as a physical box containing a download code, not a disc. |
| Ultimate | $99.99 | Available as a digital edition; Standard owners can purchase an Ultimate Edition upgrade through PlayStation or Microsoft stores after redeeming their code. |
Rockstar Support’s edition guidance warns that regional compatibility can matter: the purchase region and platform-account region may affect redemption. Rockstar recommends purchasing from a retailer in the country associated with the platform account. Prices above are the announced US dollar prices; check the relevant storefront for local pricing and availability.
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Will GTA 6 make $80 the standard for triple-A games?
That remains an open question. Klima hopes GTA VI’s success will make it easier for other studios to raise prices, but his comments do not report that other publishers have adopted the same price. Take-Two CEO Strauss Zelnick has also said not all Take-Two games will launch at that price; the publisher’s reported rationale centers on the value it believes a game delivers. PC Gamer reported Zelnick’s remarks on August 7, 2026.
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The available figures establish Take-Two’s announced GTA VI prices, not a market-wide shift. The sources cited here do not provide a statistic showing how many triple-A games have adopted an $80 base price, so it would be premature to describe $80 as the industry standard.
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