GTA 6 Pre-orders Skew Toward $100 Ultimate Edition

Strauss Zelnick, chief executive of Take-Two Interactive, told CNBC that overall pre-order numbers are “much better than expected” and that a larger share of those orders are for the $100 Ultimate Edition rather than the $80 Standard Edition. He suggested the pattern reflects “most avid consumers” choosing to pre-order now.

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

When asked about holiday discounts, Zelnick said Take-Two cannot control retailer pricing and that any price cuts would reduce the publisher’s margin. He pointed to Grand Theft Auto V’s long-standing price stability as a benchmark for what fans can expect. Regarding the game’s lack of a physical disc, Zelnick noted that a post-launch disc release is not ruled out but does not anticipate it harming sales.

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The next major promotional moment will be an “extended look” trailer released as a timed exclusive on Netflix, followed six hours later by a free YouTube stream on August 27. Some fans expressed frustration that the initial Netflix viewing is pay-walled, but the broader release will be accessible to all.

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Take-Two recently raised its earnings forecast for fiscal year 2027, citing the excitement and anticipation surrounding GTA 6’s November 19 launch. The company highlighted the strong pre-order response and premium-edition sales as key drivers of the outlook.

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

• “That might be a reflection of the fact that most avid consumers are the ones who are pre-ordering now,” — Strauss Zelnick, CEO of Rockstar parent company Take-Two

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

• “Actually, it is skewing more to the premium edition,” — Strauss Zelnick, CEO of Rockstar parent company Take-Two

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