In a recent interview with PC Gamer, Martin Klima, co-founder of Warhorse Studios, made a compelling argument regarding the pricing of video games, suggesting that the industry has undervalued its products for too long. His comments come at a pivotal moment as Rockstar Games prepares to launch Grand Theft Auto VI, priced at .99 for the standard edition and .99 for the Ultimate Edition. This pricing strategy is being closely monitored as a potential benchmark for the future of game pricing across the industry.
What Martin Klima Actually Said About Game Prices
Klima’s insights reveal a growing concern within the gaming industry about the sustainability of current pricing models. He pointed out that while production costs for high-quality RPGs and open-world games have escalated significantly over the past decade, retail prices have remained relatively stagnant. His blunt assertion is that a price increase is not just overdue but necessary for the survival of mid-sized developers.
“Rockstar and Take-Two are the only ones who can afford, or who can dare, to increase the price of games, which I think is long overdue and also necessary for this business to survive.”— Martin Klima, Warhorse Studios co-founder, via PC Gamer
He elaborated on the fear that has kept the industry from raising prices, suggesting that a hike could ultimately benefit studios across the board. Klima expressed hope that GTA VI would set a precedent, allowing other developers to follow suit.
“The last thing you can do is to increase the unit price. That would help a lot, but everybody’s scared to death about it. Now, hopefully, GTA will blaze the trail, and it will allow us to increase the cost.”— Martin Klima, Warhorse Studios co-founder, via PC Gamer
Interestingly, Klima admitted that he is not a fan of the Grand Theft Auto series, which adds an intriguing layer to his argument. He noted that, adjusted for inflation, games today cost less than they did in the 1990s, making a case for a necessary price adjustment.
Who Is Martin Klima, and Why His Opinion Carries Weight
Warhorse Studios, based in Prague, is best known for its critically acclaimed title, Kingdom Come: Deliverance. Klima, who oversees the business operations, contrasts with his co-founder Daniel Vavra, the studio’s creative lead. Their recent anniversary interview touched on various topics, but it was Klima’s comments on pricing that garnered significant attention.
Klima’s frustration stems from the challenges faced by mid-sized studios like Warhorse, which invest heavily in ambitious projects yet compete at retail prices similar to those of larger, less costly titles. His comments reflect a broader concern about the viability of narrative-driven RPGs in an environment where production costs continue to rise.
GTA VI’s Pricing Is Already the Industry’s Live Experiment
Rockstar’s decision to price GTA VI at .99 for the standard edition and .99 for the Ultimate Edition marks a significant shift in the industry. This pricing strategy, confirmed in June 2026, positions GTA VI as a live experiment for how much consumers are willing to pay for high-quality gaming experiences.
The .99 price point exceeds the .99 standard that many AAA publishers adopted after the last round of price increases in 2020. The willingness of Take-Two to set this price reflects confidence in the game’s anticipated demand.
Edition
Price
Platforms
Notable Inclusions
GTA VI Standard Edition
.99
PS5, Xbox Series X|S
Base game
GTA VI Ultimate Edition
.99
PS5, Xbox Series X|S
Exclusive in-game stores and additional cosmetic content
Typical AAA title (2020-2025 era)
.99
Cross-platform
Standard post-2020 baseline price
Nintendo Switch 2 flagship titles
.99-.99
Switch 2
Cited by analysts as a precedent for pricing
A Short History of Console Game Price Hikes
The conversation around game pricing is not new; it reflects a historical trend of price adjustments in the industry. The last significant increase occurred in 2020, when major publishers, including Take-Two, raised the standard price from .99 to .99 coinciding with the launch of the PS5 and Xbox Series X. Following that, Nintendo’s Switch 2 titles set a precedent with prices reaching .99.
Year
Price Shift
Trigger
Source
2020
.99 to .99
PS5 and Xbox Series X launch; Take-Two among first movers
TweakTown
2025
Up to .99-.99
Nintendo Switch 2 flagship titles
Gizmodo
2026
.99 / .99 tiers
GTA VI standard and Ultimate Editions confirmed
LEVEL UP, Take-Two
2026 (ongoing debate)
Potential move to .99 baseline
Klima’s comments hoping other publishers follow GTA VI
PC Gamer, Gizmodo
Why Only Rockstar and Take-Two Can Move First
Klima’s assertion that only Rockstar and Take-Two can afford to raise prices underscores a critical reality in the gaming market. A price increase carries inherent risks, particularly the potential for consumer backlash. Unlike smaller studios, Rockstar’s established brand and extensive marketing resources allow it to test higher price points with less fear of negative repercussions.
For mid-sized studios like Warhorse, the stakes are much higher. A price increase without a franchise as robust as GTA could lead to significant consumer pushback and diminished sales. This disparity highlights why Klima is advocating for Rockstar’s success rather than attempting to initiate a price hike himself.
Competitive Landscape: Who Else Might Follow
Analysts suggest that franchises such as Call of Duty, NBA 2K, and EA Sports FC are likely candidates to test the .99 pricing model if GTA VI performs well commercially. These franchises have established sales bases, making them lower-risk candidates for a price increase compared to new IPs or smaller titles.
Nintendo has already set a precedent with its own pricing strategies, but the competitive landscape for franchises like Call of Duty and NBA 2K is more complex, as they must contend with free-to-play alternatives across multiple platforms.
What a Price Increase Would Mean for Studios Like Warhorse
If Klima’s hopes materialize and .99 becomes the new standard, mid-sized studios like Warhorse could see a significant impact on their development budgets. A higher baseline price would provide more revenue per unit sold, which is crucial for studios focused on narrative-driven RPGs that cannot compete with live-service titles on engagement metrics.
However, this shift would also place more financial responsibility on consumers, as the cost of purchasing multiple AAA titles would increase. While Klima argues that prices have fallen in real terms since the 1990s, the overall growth in entertainment spending complicates this narrative.
Industry Reaction Has Been Mixed, Not Unanimous
Despite Klima’s position, not all industry executives share his enthusiasm for higher prices. Take-Two’s CEO, Strauss Zelnick, has previously expressed caution regarding a flat .99 price point, suggesting that the to range is more realistic for the base game. This indicates that the company views the current pricing structure as a balanced approach rather than a bold experiment.
Historical Context: Games Have Gotten Cheaper in Real Terms
Klima’s argument that games are cheaper today than they were decades ago is supported by historical pricing trends. Adjusted for inflation, prices from the Super Nintendo or PlayStation 2 era represent significantly more purchasing power than today’s nominal figures. However, the expanding audience for video games means that publishers can recoup development costs across a larger buyer base, even at lower real prices.
Market Impact: How Publishers Are Positioning Around GTA VI
The pricing strategy for GTA VI has shifted perceptions in the market, providing a reference point for other publishers planning their pricing for upcoming releases. The successful launch of GTA VI at .99 could influence how EA, Activision, and 2K Games approach their pricing strategies moving forward.
Predictions: What Happens Next in the Pricing Debate
At least one major franchise, likely Call of Duty, NBA 2K, or EA Sports FC, may test a .99 standard edition if GTA VI’s sales remain strong.
Mid-sized studios like Warhorse are unlikely to raise base prices independently; any increase will likely coincide with a sequel announcement.
Take-Two will likely continue to frame the .99/.99 split as a calculated approach rather than a precedent for industry-wide pricing.
Analysts will continue to compare GTA VI’s pricing to Nintendo’s Switch 2 catalog as both serve as reference points for potential price increases.
Consumer pushback may remain vocal but is unlikely to significantly impact GTA VI’s sales, given the pre-order data favoring the Ultimate Edition.
What This Means for Players
For players, the implications of GTA VI’s pricing extend beyond a single title. The game’s pricing is being closely observed by major publishers as a test of market tolerance for higher prices. Executives like Klima are hopeful that a successful launch will provide the necessary justification for raising prices across the industry. As the landscape evolves, players may find themselves navigating a new pricing paradigm in the coming years.
Frequently Asked Questions
Who said video games are too cheap?
Martin Klima, co-founder of Warhorse Studios, made these remarks in an interview with PC Gamer published in early October 2026.
Is this Daniel Vavra’s comment, or Martin Klima’s?
The comments regarding pricing are attributed to Martin Klima, the business co-founder of Warhorse Studios.
How much does GTA VI cost?
GTA VI is priced at .99 for the standard edition and .99 for the Ultimate Edition.
Did GTA VI actually raise industry prices to 0?
No, the final pricing for GTA VI was set at .99 for the standard edition, not the previously speculated .99 base price.
When did game prices last increase industry-wide?
The last significant increase occurred in 2020 when the standard price rose from .99 to .99.
Which other franchises might raise prices next?
Franchises like Call of Duty, NBA 2K, and EA Sports FC are seen as potential candidates for testing higher pricing models.
Does Take-Two’s CEO agree with Klima’s position?
Strauss Zelnick has defended the pricing structure but has expressed caution regarding a flat .99 price point.
What is Kingdom Come: Deliverance, and why does its studio’s opinion matter here?
Kingdom Come: Deliverance is a historically grounded RPG developed by Warhorse Studios, making their perspective relevant to the pricing debate.
Kingdom Come Maker Hopes GTA 6 Lifts Game Prices
In a recent interview with PC Gamer, Martin Klima, co-founder of Warhorse Studios, made a compelling argument regarding the pricing of video games, suggesting that the industry has undervalued its products for too long. His comments come at a pivotal moment as Rockstar Games prepares to launch Grand Theft Auto VI, priced at .99 for the standard edition and .99 for the Ultimate Edition. This pricing strategy is being closely monitored as a potential benchmark for the future of game pricing across the industry.
What Martin Klima Actually Said About Game Prices
Klima’s insights reveal a growing concern within the gaming industry about the sustainability of current pricing models. He pointed out that while production costs for high-quality RPGs and open-world games have escalated significantly over the past decade, retail prices have remained relatively stagnant. His blunt assertion is that a price increase is not just overdue but necessary for the survival of mid-sized developers.
He elaborated on the fear that has kept the industry from raising prices, suggesting that a hike could ultimately benefit studios across the board. Klima expressed hope that GTA VI would set a precedent, allowing other developers to follow suit.
Interestingly, Klima admitted that he is not a fan of the Grand Theft Auto series, which adds an intriguing layer to his argument. He noted that, adjusted for inflation, games today cost less than they did in the 1990s, making a case for a necessary price adjustment.
Who Is Martin Klima, and Why His Opinion Carries Weight
Warhorse Studios, based in Prague, is best known for its critically acclaimed title, Kingdom Come: Deliverance. Klima, who oversees the business operations, contrasts with his co-founder Daniel Vavra, the studio’s creative lead. Their recent anniversary interview touched on various topics, but it was Klima’s comments on pricing that garnered significant attention.
Klima’s frustration stems from the challenges faced by mid-sized studios like Warhorse, which invest heavily in ambitious projects yet compete at retail prices similar to those of larger, less costly titles. His comments reflect a broader concern about the viability of narrative-driven RPGs in an environment where production costs continue to rise.
GTA VI’s Pricing Is Already the Industry’s Live Experiment
Rockstar’s decision to price GTA VI at .99 for the standard edition and .99 for the Ultimate Edition marks a significant shift in the industry. This pricing strategy, confirmed in June 2026, positions GTA VI as a live experiment for how much consumers are willing to pay for high-quality gaming experiences.
The .99 price point exceeds the .99 standard that many AAA publishers adopted after the last round of price increases in 2020. The willingness of Take-Two to set this price reflects confidence in the game’s anticipated demand.
A Short History of Console Game Price Hikes
The conversation around game pricing is not new; it reflects a historical trend of price adjustments in the industry. The last significant increase occurred in 2020, when major publishers, including Take-Two, raised the standard price from .99 to .99 coinciding with the launch of the PS5 and Xbox Series X. Following that, Nintendo’s Switch 2 titles set a precedent with prices reaching .99.
Why Only Rockstar and Take-Two Can Move First
Klima’s assertion that only Rockstar and Take-Two can afford to raise prices underscores a critical reality in the gaming market. A price increase carries inherent risks, particularly the potential for consumer backlash. Unlike smaller studios, Rockstar’s established brand and extensive marketing resources allow it to test higher price points with less fear of negative repercussions.
For mid-sized studios like Warhorse, the stakes are much higher. A price increase without a franchise as robust as GTA could lead to significant consumer pushback and diminished sales. This disparity highlights why Klima is advocating for Rockstar’s success rather than attempting to initiate a price hike himself.
Competitive Landscape: Who Else Might Follow
Analysts suggest that franchises such as Call of Duty, NBA 2K, and EA Sports FC are likely candidates to test the .99 pricing model if GTA VI performs well commercially. These franchises have established sales bases, making them lower-risk candidates for a price increase compared to new IPs or smaller titles.
Nintendo has already set a precedent with its own pricing strategies, but the competitive landscape for franchises like Call of Duty and NBA 2K is more complex, as they must contend with free-to-play alternatives across multiple platforms.
What a Price Increase Would Mean for Studios Like Warhorse
If Klima’s hopes materialize and .99 becomes the new standard, mid-sized studios like Warhorse could see a significant impact on their development budgets. A higher baseline price would provide more revenue per unit sold, which is crucial for studios focused on narrative-driven RPGs that cannot compete with live-service titles on engagement metrics.
However, this shift would also place more financial responsibility on consumers, as the cost of purchasing multiple AAA titles would increase. While Klima argues that prices have fallen in real terms since the 1990s, the overall growth in entertainment spending complicates this narrative.
Industry Reaction Has Been Mixed, Not Unanimous
Despite Klima’s position, not all industry executives share his enthusiasm for higher prices. Take-Two’s CEO, Strauss Zelnick, has previously expressed caution regarding a flat .99 price point, suggesting that the to range is more realistic for the base game. This indicates that the company views the current pricing structure as a balanced approach rather than a bold experiment.
Historical Context: Games Have Gotten Cheaper in Real Terms
Klima’s argument that games are cheaper today than they were decades ago is supported by historical pricing trends. Adjusted for inflation, prices from the Super Nintendo or PlayStation 2 era represent significantly more purchasing power than today’s nominal figures. However, the expanding audience for video games means that publishers can recoup development costs across a larger buyer base, even at lower real prices.
Market Impact: How Publishers Are Positioning Around GTA VI
The pricing strategy for GTA VI has shifted perceptions in the market, providing a reference point for other publishers planning their pricing for upcoming releases. The successful launch of GTA VI at .99 could influence how EA, Activision, and 2K Games approach their pricing strategies moving forward.
Predictions: What Happens Next in the Pricing Debate
What This Means for Players
For players, the implications of GTA VI’s pricing extend beyond a single title. The game’s pricing is being closely observed by major publishers as a test of market tolerance for higher prices. Executives like Klima are hopeful that a successful launch will provide the necessary justification for raising prices across the industry. As the landscape evolves, players may find themselves navigating a new pricing paradigm in the coming years.
Frequently Asked Questions
Who said video games are too cheap?
Martin Klima, co-founder of Warhorse Studios, made these remarks in an interview with PC Gamer published in early October 2026.
Is this Daniel Vavra’s comment, or Martin Klima’s?
The comments regarding pricing are attributed to Martin Klima, the business co-founder of Warhorse Studios.
How much does GTA VI cost?
GTA VI is priced at .99 for the standard edition and .99 for the Ultimate Edition.
Did GTA VI actually raise industry prices to 0?
No, the final pricing for GTA VI was set at .99 for the standard edition, not the previously speculated .99 base price.
When did game prices last increase industry-wide?
The last significant increase occurred in 2020 when the standard price rose from .99 to .99.
Which other franchises might raise prices next?
Franchises like Call of Duty, NBA 2K, and EA Sports FC are seen as potential candidates for testing higher pricing models.
Does Take-Two’s CEO agree with Klima’s position?
Strauss Zelnick has defended the pricing structure but has expressed caution regarding a flat .99 price point.
What is Kingdom Come: Deliverance, and why does its studio’s opinion matter here?
Kingdom Come: Deliverance is a historically grounded RPG developed by Warhorse Studios, making their perspective relevant to the pricing debate.