EA’s $55 billion takeover could push video game prices to $100 before GTA 6 release

Electronic Arts’ record $55 billion buyout may lead to video game prices rising beyond $100 before Rockstar’s GTA 6 even reaches players, according to financial experts.

The deal, which takes EA private, has raised concerns across the gaming industry. While the acquisition appears to be a corporate manoeuvre between investors, analysts suggest its consequences will likely reach consumers.

With $20 billion in debt linked to the transaction, the company’s new owners may look to recover costs through higher retail prices and expanded monetisation strategies.

Professor Rob Wilson, Director of Executive Education at the University Campus of Football Business in London, told Esports Insider that the industry could soon see a new pricing benchmark.

“EA Sports FC is quite simply the jewel in the crown,” he said. “The idea that new blockbuster titles might push toward $100 or even $120 is not far-fetched, especially since speculation around GTA 6 suggests the industry is already flirting with that threshold.”

Wilson warned that the leveraged deal could drive companies to rely more heavily on microtransactions, tiered editions, and paid extras. “There is a genuine concern for consumers and a real danger that cost-cutting becomes inevitable,” he said. “Monetisation strategies may be stretched further, and they will be charged more.”

For players, the shift signals a potential new era where premium game releases come with premium prices.

As the industry heads toward 2026 with major titles like Marvel’s Wolverine, Pragmata, and Crimson Desert, many will be watching whether $100 becomes the new standard or remains a cautionary prediction.