Take-Two Interactive Software's (TTWO) GTA VI is garnering significant consumer interest with nearly half of the respondents to a survey by UBS Evidence Lab intending to purchase or play the game and more than half willing to pay more than the standard $70 price, UBS Securities said in a note on Monday.

"Nearly 70% [of likely buyers] indicated they would pull back on spend elsewhere, supporting our view that peers could shift releases and clear the path for GTA VI's outperformance," according to the firm.

UBS said that it expects Take-Two to sustain $8 billion in bookings annually, supported by GTA Online, a PC release, and a pipeline of core titles but margins in fiscal year 2026 may be lower due to software amortization and sales and marketing costs.

The firm expects historical operating income margin levels to return over time.

UBS upgraded its rating on Take-Two stock to buy from neutral and increased the price target to $230 from $175.

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