Grand Theft Auto VI tops the $80 AAA race, yet the $100 Ultimate Edition has sparked debate. Take‑Two CEO Strauss Zelnick told CNBC that pre‑orders favor the premium edition, even though he withheld exact numbers. Revenue from pre‑orders is already $260 million and is expected to grow.

Zelnick explained that the stronger demand for the Ultimate Edition reflects that the most avid fans are ordering early. Critics argue the added cosmetic and customization content feels shallow for a single‑player title, where DLC usually offers substantial gameplay.

When asked about discounts, Zelnick said seizoen that pricing decisions rest with retailers. Take‑Two has set the game’s price and intends to keep it stable, preserving the pricing strategy that worked for GTA V.

The company anticipates limited post‑launch discounts, as retailers would need to sacrifice margins. Overall, GTA VI’s pricing strategy seems designed to sustain high pre‑order numbers and a strong launch revenue stream.