GTA VI Ultimate Edition Beats Standard Sales, Says Take-Two CEO Strauss Zelnick
Take-Two CEO Strauss Zelnick has confirmed that Grand Theft Auto VI’s higher-priced Ultimate Edition has sold more than the standard version, even as he reframed the company’s pricing strategy around delivering “more value” to players. He also revealed that the next GTA VI showcase—promoted as an “extended look”—arrives on Netflix on August 27 at 3:00 PM ET.
Ultimate Edition outsells the standard version
In an interview with CNBC, Strauss Zelnick said both editions have performed strongly, but that the Ultimate Edition (priced at €100) has moved more units than the standard edition (priced at €80). He didn’t provide specific sales numbers or quantify the gap between the two.
Zelnick also said GTA VI’s reservations have exceeded Take-Two’s expectations, which he described as notable given how strongly the next mainline Grand Theft Auto release was already anticipated.
Why Take-Two priced GTA VI at €80 and €100
Zelnick addressed the decision to set two price points depending on edition. He said Take-Two established pricing at $80 for the regular version and $100 for the premium (Ultimate) version. He argued that the company believes it could justify even more aggressive pricing if it chose to, but positioned the approach around perceived consumer value.
According to Zelnick, Take-Two’s goal is to offer more value than what players pay, and that the consumer experience is a combination of the product and the price attached to it. He emphasized that the company wants players to feel satisfied rather than like the game is “out of reach.”
What to expect from GTA VI’s “extended look”
Rockstar has announced the third GTA VI trailer will be revealed on August 27 at 3:00 PM ET (21:00 in Spain). The company did not use the word “trailer” in its description; instead, it referred to the upcoming release as an “extended look.”
This is notable because Rockstar hasn’t previously shown gameplay footage in that way for its more recent major releases, including GTA V and Red Dead Redemption 2. Based on that precedent, expectations are that the August 27 video could include gameplay and likely run longer than a short two- or three-minute trailer—though the exact length remains unknown.
Where the GTA VI extended look will stream
The event will be shared on Netflix rather than YouTube. The reason wasn’t explained, but the timing and platform choice stand out given that the first GTA VI trailer was posted on YouTube and reportedly leaked several hours earlier.
Rockstar’s second trailer was also released on YouTube without a leak, but it did not follow the same kind of prior announcement pattern as the first trailer and this upcoming Netflix “extended look.”
