GTA 6 Should Be $80 And Other Companies Should Raise Prices, Too, Bank Of America Says

One of the biggest banks in the world, Bank of America, said in a new investor note that it believes Take-Two should price GTA 6 at $80 to help drive prices higher across the industry. This is happening against a backdrop where games are getting more and more expensive to make.

The bank attended the recent iicon event in Las Vegas, where Take-Two boss Strauss Zelnick discussed GTA 6's pricing at a high level, and said in its note that GTA 6 should be the game that kicks off a new trend of $80 games across the board. Omar Dessouky, the Bank of America securities stock analyst who wrote the note, said he heard from attendees at the event that the video game business is struggling.

He said the industry overall would struggle to sell games for $80 if one of the most anticipated games ever--GTA 6--comes out at $70. And given that, he said, "We think it's in Take-Two's self-interest, as a publisher and partner to many developers, to raise the price point for the entire industry," according to Seeking Alpha.