The new edition of the acclaimed “Grand Theft Auto” (GTA) franchise is increasingly closer to players. Since last Wednesday, pre-sales of the sixth action and thriller title have begun, with release scheduled for November 19, 2026, available for Xbox Series Now, market analyzes reinforce investors’ optimism.
After a period of intense speculation, developer Rockstar Games, together with Take-Two, confirmed the value of the game: the standard edition will be sold for US$80 in the United States and €80 in Europe. This price differs from the standard €70 charged for most games intended for both consoles. Additionally, an “Ultimate Edition” will be available, including extra outfits and other items for the main characters, Jason and Lucia, costing €100.
Prior to the launch, both specialized media and market analysts intensely debated the possible price of the basic version. The €80 fix for physical editions of Nintendo Switch 2 games, which occurred a year earlier, had already generated considerable dissatisfaction among consumers. However, “GTA VI” has always been recognized for its strong pricing power; Despite potential complaints, the market expected that players would ultimately be willing to pay a higher price due to high expectations and the franchise’s renown.
Several analysts adjusted their revenue projections upward for Take-Two, reflecting the rise in share price, although game sales volume expectations were maintained. On Tuesday, multiple reports on the company’s shares were released, confirming the positive assessments: 33 of the 34 analysts monitored by Bloomberg advise buying the shares. The remaining analyst recommends holding the assets.
The average value target set for the shares is US$284.36, which represents an increase of 20.6% from Wednesday’s closing price in New York, which was US$235.77. On Thursday, in the pre-market period, the shares showed growth of more than 2%, in line with the futures of the Nasdaq 100 technology index.
Take-Two projects total revenue between US$7.9 billion and US$8.1 billion for the current fiscal year, which ends in March 2027. Even the most conservative estimate means an increase of approximately 18% compared to revenue of around US$6.7 billion recorded in the previous fiscal year. The company’s earnings before interest, taxes, depreciation and amortization (EBITDA) is expected to exceed $1 billion this fiscal year, contrasting with approximately $789 million in the previous period.
For Take-Two and Rockstar, the success of “GTA VI” will not depend solely on initial sales numbers. As the resounding success of its predecessor, “GTA V”, and especially its multiplayer component, “GTA Online” — both released in 2013 — has already demonstrated, the ability to retain players with the continuous offering of new content over a long period will be essential for the next chapter in the series.
Currently, Rockstar continues to release content packs for “GTA V”; the next, and supposedly last, is scheduled for July 14th. The purchase of in-game currencies and items, which promotes the longevity of titles, has become a relevant source of revenue for the industry. In the case of “GTA V”, Rockstar offers prepaid cards, such as the “Shark Cash Card”, designed to help players with their virtual finances, the most expensive of which is sold for €75.