With excitement building for the arrival of Grand Theft Auto 6, early buyers have been overwhelmingly opting for the premium Ultimate edition, Take-Two CEO Strauss Zelnick reported.
Early Pre-orders Tip Toward the Ultimate Edition
In an interview with CNBC, Strauss Zelnick announced that pre-orders for GTA 6 have significantly surpassed expectations, particularly as the game prepares for its launch on November 19, 2025. According to Zelnick, most customers are choosing to pre-order the higher-priced Ultimate edition at $100 (£90), instead of the standard $80 (£70) version. This, he explained, reflects the enthusiasm and dedication of early adopters, commenting, “That might be a reflection of the fact that most avid consumers are the ones who are pre-ordering now.” He suggested these fans are more likely to go for enhanced content and special editions that provide greater value.
Exclusive Features of the Ultimate Edition
The Ultimate edition’s appeal stems in large part from its added perks that set it apart from the Standard edition. Players who opt for this version gain access to unique in-game items and shops that aren’t available to Standard edition owners. These bonuses include exclusive vehicles, specialized weapon skins, limited-edition outfits, tattoos, and hairstyles. A major highlight is the set of five exclusive shops—ranging from car modification garages and fashion boutiques to tattoo studios and salons—which stirred discussion and debate within the community when revealed.
The move to reserve substantial content for the Ultimate edition has drawn some criticism, but the current pre-order numbers indicate it has also contributed to the edition’s strong sales performance among fans.
Financial Impact and Evolving Industry Trends
The high interest in Grand Theft Auto 6 has already influenced Take-Two’s business outlook. Take-Two Interactive recently raised its earnings forecast for fiscal year 2027, directly crediting the market’s excitement and heavy demand for the game. Addressing broader industry changes, Zelnick commented on Sony’s upcoming cessation of PlayStation disc production in January 2028 (further details), and affirmed that since Take-Two’s revenue is “almost entirely digital,” the company expects little to no impact from this shift.
Netflix to Debut Exclusive Trailer Preview
This month, the launch campaign continues with an “extended look” trailer making its world premiere on Netflix, ahead of a YouTube release by six hours. Discussing this initiative in a separate interview (see more), Zelnick portrayed the move as “an example of Rockstar trying new things,” and suggested, “if you’re not a Netflix subscriber, you definitely should be one.”
With unprecedented numbers choosing the Ultimate edition during pre-orders, Take-Two’s digital-first strategy, and fresh promotional efforts such as the Netflix partnership, both industry change and enduring franchise appeal are in sharp focus as GTA 6 nears its release.