Grand Theft Auto 6's $100 Ultimate Edition is seeing more pre-orders than the standard $80 version, according to Take-Two Interactive CEO Strauss Zelnick. In a recent interview with CNBC, Zelnick revealed that pre-order data indicates a preference for the premium package, stating that sales are "skewing more to the premium edition."
While this suggests strong demand and a willingness among some players to pay a premium for Rockstar's highly anticipated title, Zelnick offered a pragmatic interpretation. He suggested that this trend might be a reflection of "the most avid consumers" being the ones who pre-order games, indicating that early demand is primarily from the most dedicated segment of the player base.
Zelnick also addressed the game's pricing, acknowledging that while Take-Two has "a great deal of pricing power" with Grand Theft Auto 6, the company aims to offer value to consumers. He emphasized that the perceived value is a combination of the product itself and its cost, and that the company does not want the price to be prohibitive. Earlier in the week, Zelnick had referred to Grand Theft Auto 6 as an "incredible bargain" at its standard $80 price point.
The Ultimate Edition of Grand Theft Auto 6 includes "additional content," as stated by Zelnick. More specifically, the game's official pre-order page details that this edition unlocks exclusive cosmetic items and a complimentary month of GTA+, Rockstar's subscription service offering perks within Grand Theft Auto Online.
Despite the strong initial interest in the premium edition, Zelnick expressed a desire not to set excessively high expectations for the game's long-term performance. He referenced the immense success of Grand Theft Auto 5, which has sold over 200 million copies since its 2013 release, noting that he would "never project that to occur again" for Grand Theft Auto 6.
Grand Theft Auto 6 is slated for release on November 19 for PlayStation 5 and Xbox Series X.