While Grand Theft Auto 6 offers a more affordable $80 standard version, the majority of players pre-ordering the game are opting for the premium $100 Ultimate edition. Take-Two Interactive's leadership attributed this trend to the composition of the pre-order audience, suggesting that dedicated gamers willing to reserve the title early tend to prioritize the additional content available in the higher-tier package. The Ultimate edition distinguishes itself through exclusive cosmetics—vehicles, weapon skins, outfits, and character customizations—alongside five premium shops selling vehicles, clothing, and salon services, features that sparked debate when initially announced.

Capitalizing on robust pre-order momentum, Take-Two raised its revenue projections for the 2027 fiscal year as GTA 6's November 19 release approaches. The publisher is intensifying anticipation with an extended promotional trailer debuting on Netflix as a streaming exclusive before being released on YouTube, marking what leadership described as Rockstar's experimentation with novel distribution channels. The strategic decision reflects Take-Two's digital-first business model and confidence in the franchise's cultural significance.