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News
August 25, 2026

Take-Two Defends GTA 6 Edition Pricing Strategy

Take-Two Interactive chairman Strauss Zelnick told IGN that Rockstar set appropriate prices for the $80 standard and higher-tier ultimate editions of GTA 6. He argued that game pricing has lagged inflation while development costs have fallen, and that preorders have been strong. The comments follow June preorders that drew attention for the $10 increase over typical AAA console pricing.

Edition Contents and Price Points

The standard edition contains the core single-player campaign while the ultimate edition adds exclusive missions and shops for an extra $20.

Physical copies will not include a disc, a choice already drawing fan discussion alongside the price increase.

Zelnick's Defense of the Pricing

Take-Two Defends GTA 6 Edition Pricing Strategy

“Look, I think that Rockstar got it right in terms of the pricing of this standard edition and the pricing of the deluxe edition”

— Strauss Zelnick

Zelnick stated that Take-Two aims to deliver far more value than the price charged and that the strategy is evaluated case by case, citing the $50 price for Mafia: The Old Country as an example.

“Pricing has not kept pace with inflation”

— Strauss Zelnick

Fan Response and Preorder Data

An IGN poll found more than 70 percent of respondents planned to purchase the ultimate edition, suggesting many players view the higher tier as the main option.

Zelnick noted that preorders have been exceptional and that the sales mix between editions has been satisfactory.