Martin Klima, co-founder of Warhorse Studios, argues that the video game industry has undervalued its products and that a price increase is necessary for the survival of mid-sized developers. He highlights that production costs for high-quality RPGs and open-world games have risen significantly, while retail prices have remained stagnant. Rockstar Games is set to launch Grand Theft Auto VI at .99 for the standard edition and .99 for the Ultimate Edition, which is being observed as a potential benchmark for future game pricing. Klima believes that if GTA VI's pricing is successful, it could encourage other developers to raise their prices as well. He notes that adjusted for inflation, games today cost less than they did in the 1990s. The last significant price increase in the industry occurred in 2020, when the standard price rose from .99 to .99. Analysts suggest that franchises like Call of Duty, NBA 2K, and EA Sports FC may follow suit if GTA VI performs well commercially.