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During Take-Two’s earnings call, Strauss Zelnick admitted they could’ve charged even higher for GTA 6 and still done insane numbers due to the hype, but they chose to focus on delivering more value with $80 base price and just $20 more for the ultimate edition:
“Offering a phenomenal value at $80 makes sense for some consumers, and then offering incremental value at a modestly increased price ($100) also makes sense. Given the hype around this title, I think we could have made any number of other pricing choices. But as I said earlier, our focus is on delivering way, way, way more value than what we charge for something.”