Since pre-orders for Rockstar Games' "Grand Theft Auto 6" (GTA 6) opened in June, the pricing of the $80 Standard Edition and $100 Ultimate Edition has been a constant topic of discussion among players. However, according to Take-Two Interactive CEO Strauss Zelnick, pre-order performance has not only been robust, but a higher percentage of players are opting for the premium version.
During an interview with CNBC, Zelnick was asked if pre-orders for both versions were roughly even. He responded, "In fact, it's skewed toward the premium version."
He added that this trend likely reflects that early pre-order customers are often the most passionate and core consumers, making them more inclined to choose the Ultimate Edition, which includes exclusive digital content.
With "GTA 6" launching near the Black Friday and Christmas holiday season, Zelnick was also questioned about the possibility of festive discounts. He stated that while Take-Two sets the official pricing, stores and retail channels are free to determine their own discounts.
"We don't have the ability to control that, so if they lower the price, it obviously lowers the profit on that sale," he explained. Zelnick acknowledged that some retailers might offer price reductions to drive sales of other products or console bundles, but this does not mean Take-Two itself will be lowering prices anytime soon.
Zelnick also referenced "Grand Theft Auto V" as an example, noting, "We kept the price of 'Grand Theft Auto V' for a very long time, much longer than a standard entertainment release." In other words, while the price of "GTA 6" may eventually decrease, significant short-term discounts are not a realistic expectation.
Beyond the price, the absence of a physical disc in the "GTA 6" boxed edition has also sparked controversy. Zelnick previously indicated that a true physical release after launch isn't entirely out of the question, but he doesn't believe the lack of a disc will negatively impact sales.
Separately, the upcoming "extended deep dive preview" for the game, set to debut on Netflix before arriving on YouTube and other social platforms six hours later, has also drawn criticism from players regarding its paywall format.