GTA 6 might not cost $100, but most of the people pre-ordering it are buying it at that price, Take-Two reveals

Grand Theft Auto 6 pre-orders are skewing heavily toward the premium $100 Ultimate Edition over the standard $80 version, according to Take-Two Interactive CEO Strauss Zelnick. In an interview with CNBC, Zelnick revealed that pre-orders have significantly exceeded expectations and that the majority of customers are opting for the more expensive edition despite widespread concern about pricing during the game’s development cycle.

Zelnick attributed the preference for the Ultimate Edition to the purchasing patterns of early adopters. He noted that “most avid consumers” are those who pre-order, and such dedicated fans are more inclined to value the additional content included in the premium tier. This selection skew reflects the enthusiasm and spending willingness of the core gaming audience.

Notably, Zelnick also disclosed that Take-Two had considered pricing GTA 6 substantially higher than $100. However, the company ultimately decided against aggressive price increases, prioritizing fairness to consumers and accessibility over maximizing revenue. According to Zelnick, industry observers widely believed Take-Two possessed significant pricing power given unprecedented demand for the title, but the publisher chose to deliver “way more value to the consumer than what we charged” rather than capitalize fully on market demand.

GTA 6’s pricing strategy had been a subject of intense speculation prior to its announcement, with industry analysts extensively debating whether Rockstar would breach the $100 threshold. Take-Two’s two-tier approach represents a strategic middle ground, offering player choice while establishing the Ultimate Edition as a clear premium offering with exclusive content and in-game features.

Sources

• GTA 6 might not cost $100, but most of the people pre-ordering it are buying it at that price, Take-Two reveals
• GTA 6 Could Have Had An Even Higher Price, As $100 Edition Proves Popular
• GTA 6 might not technically be $100, but it’s had its cake and ate it too as pre-orders are ‘skewing more to the premium edition’
• More ‘Avid Consumers’ Are Pre-Ordering $100 GTA 6 Edition Over The Cheaper Version
• GTA 6’s $100 PS5 Ultimate Edition Is Getting More Pre-Orders Than the Cheaper Version
• The $100 Ultimate Edition of GTA 6 is selling more pre-orders than the $80 Standard Edition, Take-Two CEO says