1. A History of Pricing: From $50 Cartridges to $70 Discs
To understand the future, we must look at the anomalies of the past. For nearly 15 years (roughly 2005 to 2020), the price of video games was artificially locked at the holy number of $60. This price stability existed in almost no other industry. During that same period, movie tickets, Netflix subscriptions, and even the price of a Big Mac nearly doubled. Yet, games remained stagnant.
In 2020, with the launch of the PS5 and Xbox Series X, publishers tentatively pushed the price to $70, citing "more complex development cycles." Gamers complained, but they paid. Now, in 2026, that initial $10 increase doesn't even cover the cumulative inflation of the last few years.
2. The Brutal Math: When Budgets 10x but Prices Stay Flat
Let’s look at the cold, hard data provided by industry leaks and court documents (from the FTC vs. Microsoft trials).
- In 2010, developing a masterpiece like God of War 3 cost approximately $44 million.
- In 2023, Sony documents revealed that Spider-Man 2 cost over $315 million to develop.
- In 2026, industry analysts estimate that the total budget for GTA VI could exceed $2 billion.
Development costs have increased by a factor of 10 to 50, yet the retail price of the product has only increased by $10 (approx. 16%). This equation is fundamentally broken. If publishers want to maintain profitability (and keep shareholders happy), they have two choices: saturate games with predatory microtransactions and loot boxes, or increase the upfront base price. Surprisingly, many core gamers might prefer the latter.
3. The GTA VI Factor: Why Rockstar Can Rewrite the Rules
If Ubisoft or EA tried to sell a standard Assassin's Creed for $100 tomorrow, the market would reject it. But Rockstar Games operates in a different stratosphere.
GTA VI is a "Black Swan" event. It is a product that launches once every 10 to 15 years. The demand for this title is what economists call "Inelastic." This means that whether the price is $70, $100, or even $120, millions of people will buy it on Day One regardless.
Strauss Zelnick knows this. He famously stated: "We deliver a much, much higher quality of value than what we charge for."
The likely strategy? A $100 "Base Edition" that includes the full Story Mode and premium access to GTA Online. If Rockstar pulls this off—and they will—the stigma will be broken, and other publishers will immediately follow suit.
4. The Inflation Reality: $70 Today is $40 Yesterday
Let’s discuss the purchasing power of the currency. According to US inflation calculators, $60 in 2005 (when Call of Duty 2 launched) has the same buying power as roughly $98 in 2026.
This means that when you pay $70 for a game today, you are technically paying less than gamers did in 2005. Publishers have managed to keep prices artificially low for years by relying on "Digital Sales" (cutting out manufacturing and shipping costs) and aggressive DLC roadmaps. However, the post-pandemic inflation surge has made this balancing act impossible to sustain.
5. The "AAAA" Concept: Ubisoft Joked, But the Industry Listened
When Ubisoft's CEO infamously labeled Skull and Bones a "AAAA" (Quad-A) game to justify its price tag, the internet laughed. But the terminology is becoming a serious industry classification.
We are seeing a bifurcation in the market:
1. Standard AAA Games: Linear experiences like Resident Evil (Likely to stay at $70-$80).
2. Mega-Games (AAAA): Titles like GTA VI, The Elder Scrolls VI, or The Witcher 4.
For this second category, which offers hundreds of hours of content, photorealistic graphics, and a 10-year support lifecycle, a $100 price tag will be justified as an "Entry Fee" to a persistent platform, rather than a one-time purchase.
6. The Illusion of Choice: Early Access and the $100 Norm
Publishers are clever. They might not make the box say "$100" immediately. Instead, they use "Psychological Pricing" anchors via tiered releases:
- Standard Edition ($80): Just the game. (Maybe delayed access).
- Gold Edition ($100): Play 3 Days Early + Cosmetic Pack.
- Ultimate Edition ($120): Season Pass + Exclusive Items.
By locking "Early Access" behind the Gold Edition, they have effectively made $100 the "Real Price" for hardcore gamers who want to avoid spoilers. In reality, for games like Star Wars Outlaws or Call of Duty, millions of us are already paying $100. The official sticker price just hasn't caught up yet.
7. Value Per Hour: Is $100 Expensive for 500 Hours of Content?
Let’s look at the "Value Proposition."
- Dinner for two at a nice restaurant: $80 - $100 (2 Hours).
- Concert Ticket: $150+ (3 Hours).
- GTA VI: $100 (100+ Hours Story + Infinite Online).
When you divide the cost by hours of entertainment, gaming remains the cheapest form of premium entertainment in human history (roughly $1 per hour or less). The publishers' argument is that a game like GTA VI effectively stops you from buying other games for months, so they are entitled to a larger share of your wallet for that singular product.
8. Conclusion: Bracing for the New Era
Whether we love it or hate it, the price hike is inevitable. The current business model of spending billions to make a product that sells for $70 is unsustainable.
We expect the dam to break in late 2026 with the release of GTA VI. The bad news is that our hobby is getting more expensive. The good news (potentially) is that if a higher base price allows developers to rely less on predatory mechanics and unfinished launches, it might be a trade-off worth making.
What do you think, Tekin Army? Are you willing to pay $100 for Rockstar's guaranteed quality, or will you wait for a Steam Sale? Let the debate begin.