$100 GTA VI Ultimate Edition Surpasses Standard Edition in Pre-Orders

Tuesday, August 11th 2026 $100 GTA VI Ultimate Edition Surpasses Standard Edition in Pre-Orders Grand Theft Auto VI is leading the charge in the $80 AAA race, which has understandably upset many gamers, but the $100 Ultimate Edition has been another point of contention in online discussions. However, despite the online discussions potentially suggesting otherwise, Take-Two CEO, Strauss Zelnick, recently explained in an interview with CNBC that pre-orders are stronger for the Ultimate Edition than the standard $80 version of the game, although he declined to provide exact pre-order figures, which are estimated to exceed $260 million in revenue already.
When asked about how the Ultimate Edition pricing was affecting pre-orders, Zelnick said that "it's skewing more to the premium edition," and he goes on to explain that "that might be a reflection again of the fact that the most avid consumers are the ones who are pre-ordering." Part of the discourse and criticism around the $100 Ultimate Edition of GTA VI revolve around the fact that many of the additional items in the special edition are cosmetics and customization options, and that GTA VI is a single-player game, where paid DLC is usually more substantial, like additional playable content or other characters. Zelnick further commented on the game's pricing strategy when asked about discounts, effectively saying that it is up to retailers to set retail prices. He explained that Take-Two has already set the price for GTA VI, and that it "preserved our pricing on GTA V for a very long time—much longer than a standard release of an entertainment property," suggesting that there will be very few discounts for GTA VI in the post-launch holiday season, given that retailers will be eating into their own margins if they discount the game. Any discounts that will be offered for a while after launch will, thus, likely be smaller than they might otherwise be for more commonplace launches. Source: CNBC Television on YouTube

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