The App Economy
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Bank of America Recommends GTA 6 Price at $80 to Support Industry Standards

May 5, 2026
1 source
IGN
Bank of America Recommends GTA 6 Price at $80 to Support Industry Standards

Story Summary

Omar Dessouky of Bank of America suggests Grand Theft Auto 6 should retail for $80 rather than $70, arguing that a lower price would force other publishers to reduce prices and harm the market. While Take-Two CEO Strauss Zelnick emphasizes consumer value and notes historical pricing trends, the analyst insists raising the benchmark benefits the entire sector. The upcoming release is scheduled for November 19, 2026, on PlayStation 5 and Xbox Series X|S platforms only.

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