Take-Two Interactive CEO Strauss Zelnick has revealed that pre-orders for Grand Theft Auto 6's $100 Ultimate Edition are outpacing those for the $80 standard edition, in an interview with CNBC. This comes despite earlier criticism that the standard price was already high for the highly anticipated Rockstar title, suggesting strong willingness among early buyers to pay a premium ahead of the game's release.

Zelnick attributed the trend partly to the fact that pre-order customers tend to be the most dedicated fans, rather than necessarily reflecting how the wider public will buy the game. The Ultimate Edition's extra $20 buys exclusive cosmetics and a free month of GTA+, Rockstar's subscription service. Zelnick maintained that Take-Two wants pricing to feel fair, calling the $80 standard edition an "incredible bargain", and was cautious about predicting GTA 6 could match GTA 5's sales of over 200 million copies since 2013. GTA 6 launches on 19 November for PlayStation 5 and Xbox Series X.