May 6, 2025: Rockstar Games released the second trailer for the highly anticipated GTA 6, set to launch in 2026. Within a week, it reached over 100 million views on YouTube and over half a billion views across all platforms. Anticipation for the game is at an all-time high, with a rumoured budget of $2 billion – over seven times more than its predecessor, GTA 5’s $265 million budget – GTA 6 will be the most expensive video game ever produced. As costs to make a triple-A game continue to skyrocket, so do their price tags. It is rumored that GTA 6 could cost up to $100. The triple-A industry appears to be deviating from its historical $60 price point. Rockstar Games’ parent company, Take-Two, raised the price from $60 to $70 with the release of NBA 2k21. EA followed with FIFA 23 at the same price. The $70 standard continued until Nintendo announced the Nintendo Switch 2 earlier this year, revealing that titles like Mario Kart World, Kirby and the Forgotten Land, and Super Mario Party Jamboree would cost $80. This, combined with other announcements like a $6.99 charge for the “Nintendo Switch 2 Welcome Tour,” has sparked backlash from the community.
Over the past decade, the rise of free games such as Fortnite and Roblox have generated billions of dollars through in-game purchases and microtransactions. Pay-to-win has also been common in major triple-A games such as FIFA, NBA 2k, Call of Duty, and Star Wars Battlefront II. Game studios often experience backlash from players over these in-game purchases leading to a decline in the playerbase.
For many, the cost of favorite video games has risen. However, it wasn’t until the release of Nintendo’s GameBoy in 1989 that the average cost of games fell below $100 (in today’s dollars). For game developers, the biggest expense wasn’t the development of software, it was the cost of making and distributing physical copies. Unlike today, when most games are sold through digital stores, games had to be shipped from factories worldwide, adding costs. Combined with video game consoles being less common, game prices were understandably high. Today, with the rise of digital game stores, most costs come from development. Studios now spend hundreds of millions of dollars on game software, from creating realistic graphics to maintaining servers for multiplayer games. The question remains: how much should a video game cost? Honestly, there isn’t a perfect answer. While there is no ideal number, here are some ideas for what features consumers can expect and which compromises might be acceptable.
For a free game, consumers should expect:
- Basic gameplay
- Online multiplayer
- Seasonal events
Reasonable compromises might include:
- Limited content
- Lower quality graphics
- Ads/ microtransactions
- Paid battle pass
- In-game currency
For a $60 game, consumers should expect:
- Not pay to win
- Regular updates
- Multiplayer support
- Next-gen console optimization
- Full campaign/ story mode
Reasonable compromises might include:
- In-game cosmetic purchases
- In-game currency costing money (ex, V-Bucks, Robux, FIFA points, COD points)
- Paid loot boxes/ packs
- Occasional bugs at launch
- May lack years of continuous updates
For a $100 game, consumers should expect:
- Top-of-the-line graphics
- Big budget
- Brand new industry-changing game mechanics
- Years of game updates
Reasonable Compromises might include:
- High cost
- In-game extras might include cosmetics, not major gameplay upgrades
- Potentially extended development periods due to high budget and expectations
- High-end hardware may be required to utilize features fully
While this article might not provide an exact answer on how much a video game should cost, it provides guidance on how video games work. The industry has grown exponentially since its inception in the second half of the 20th century. The price of a video game reflects the industry’s evolution. Rising production costs and changing player expectations cause studios to increase prices. While some argue that games should cost less, technological advancements, larger development teams, and record-breaking budgets have changed how games are made.
As the industry moves forward, the question will no longer be “how much should a game cost?” but rather, “what should we expect from that price point?” For some, an industry-changing game might justify a $100 price tag, while others will continue embracing the free-to-play model. Ultimately, the gaming industry will continue to grow as it continues to be shaped by both player demand and studio ambition.