If I had a nickel each time an obscure online shop sparked rumors about Rockstar’s upcoming Grand Theft Auto 6, I’d have two nickels – which isn’t a lot but it’s weird that it happened twice. First, a video game store from Uruguay listed a release date on the game’s page, only to backtrack and call it “a joke that escalated” shortly after, and now, a marketplace from Switzerland has seemingly confirmed that the standard edition of GTA 6 will cost $100, just as analysts previously predicted.
Rockstar
First spotted by Destructoid, a page on Brack.ch – a relatively reputable Swiss electronics marketplace – for the PlayStation 5 version of GTA 6 listed a price of 99 Swiss Francs (CHF), around $112 USD, way above the industry-standard $70 for AAA video games.
After analyzing some of the 2025 releases from big-name studios, such as Monster Hunter Wilds, Assassin’s Creed Shadows, Sid Meier’s Civilization VII, and Split Fiction, we can see that a game’s price tends to be around 13% higher in Switzerland than it is in the US, essentially giving us the same number but with a different currency attached to it. Taking that into consideration, it can indeed be assumed that the listed 99 CHF could follow the same pattern, giving us a final price for GTA 6 of around $99.
If true, the price listed on Brack.ch would also align with an earlier prediction made by Michael Pachter, who stated in his latest research note that they have reason to believe GTA 6 could be priced at $100 or more, suggesting that integrating GTA Online into the game could help Rockstar justify the price increase.
Additionally, the hike would likely please other AAA studios, as Matthew Ball noted in a recent presentation, since many are hoping the next installment in the GTA franchise will be priced between $80 and $100 – setting a precedent that would support their own price hikes.
That being said, it’s crucial to remember that neither the marketplace page for Grand Theft Auto 6 nor any prediction made by individuals outside of Rockstar and Take-Two should be taken as confirmation of any kind.
The price on the Brack.ch listing could very well be a mistake, a placeholder, or a price chosen by the store itself, not by the game’s developers. On top of that, when the community noticed it, the page quickly disappeared and now only says that the product is currently unavailable, making it highly likely that the featured price was simply an oversight blown out of proportion by fans eager to hear anything about the upcoming title.
And as for Pachter’s prediction, there are several reasons to be skeptical, as his analysis has been wrong slightly more often than it was correct. Previously, Pachter has predicted that the PS3/Xbox 360 would be the last console generation, that Nintendo should abandon Switch, that The Elder Scrolls 6 would release in 2017, that Xbox One would outsell PlayStation 4, and that GTA 5 would launch in 2010 or 2011. So, it’s best to take the $100 rumors with a hefty grain of salt.
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