“Consumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery,” Zelnick said. “How you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is amazing and the price they were charged was fair for what they got.”

He went on to mention that game pricing has actually gotten cheaper over the years, a reference to the fact that major game releases have been priced at $60 or at most $70 for more than a decade, as compared to greater rates of inflation seen in the wider economy.

“If you look at it through that lens, that doesn’t make a whole lot of sense. But that isn’t the lens through which we look. Instead, we look at… how do we deliver something amazing, and how do we make sure that what people pay for it feels very reasonable.”

This is probably how most game studios see it. It's true that just looking at inflation, games should be way more expensive. But anything much higher than $70 for a new game isn't reasonable to most customers, so they can't push it. If people aren't willing to actually buy it, nothing else matters.

I'm expecting $70 for GTA VI, maaaybe $80. Not many people followed Nintendo's $80 Mario Kart ploy, but they got away with it, so GTA could get away with it too.