It turns out *Grand Theft Auto 6* enthusiasts are ready to spend big, with Take-Two Interactive CEO Strauss Zelnick confirming that pre-orders are currently skewing toward the $100 Ultimate Edition over the standard version.
Zelnick attributes this trend to the brand loyalty of “avid consumers” eager for the premium experience. Additionally, fans looking for a holiday deal may want to look elsewhere, as Zelnick indicated that Rockstar intends to maintain its pricing structure long-term, similar to the strategy used for *Grand Theft Auto 5*.