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The hype train for Grand Theft Auto VI continues to gain traction, and according to one exec, some gamers are willing to shell out more cash than ever before. It’s barely been two years since the gaming industry began raising prices for AAA titles, which had long sold for $49.99-$59.99 to $69.99-$79.99 for the base editions. It wasn’t too long after those base prices took effect that the industry witnessed premium, or Ultimate, editions going for $100 or more, and it appears that Grand Theft Auto VI is setting an unexpected new trend.

Take-Two CEO Strauss Zelnick spoke on CNBC, where he was asked about the status of GTA VI’s $100 Ultimate Edition preorder sales, and he shared some details that are likely to make investors happy but, for those of us on a budget, an unsettling new trend. He stated that pre-order sales are leaning towards the Ultimate Edition and added that it could be “a reflection again that the most avid consumers are the ones who are pre-ordering,” essentially alluding to the idea that pre-orders are mainly happening among demographics who are willing to spend more upfront.

Grand Theft Auto VI has already set records by bringing in over a quarter billion in pre-order sales within its first week, regardless of whether gamers purchased either edition. Zelnick added that Take-Two has set its prices for retailers, and it’s up to them to decide if they will offer any discounts, which would likely involve cutting into their own profit margins. Given that console manufacturers appear to be banking on renewed sales following constant price hikes, it’s a possibility that either Sony or Microsoft might offer some sort of bundle discount, but that notion is purely theoretical. It’s also possible that any number of PC component manufacturers, who’re also feeling the hurt during the AI onslaught of resources, will try to offer their own bundles. Both of these strategies have long been used to lure more sales, and so those interested in getting the game may want to wait a bit longer to see what offers become available.

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