- Take-Two has announced GTA 6 pre-orders along with a $100 Ultimate Edition that includes additional digital content.
- CEO Strauss Zelnick described the level of pre-orders as 'unprecedented and astonishing' but did not disclose specific numbers.
- Zelnick referred to the Netflix gameplay premiere as 'one of the hors d'oeuvres' for the full marketing campaign of GTA 6.
Take-Two CEO Strauss Zelnick has hailed the pre-orders for Grand Theft Auto VI as 'unprecedented and astonishing', although he declined to provide specific sales figures. He emphasized that the company has not yet sold any units, stating, 'You can cancel a pre-order.' Zelnick noted that the pre-order levels are so remarkable that the company is uncertain how they will translate into actual sales, saying, 'Nobody's ever seen anything like this before, at Take-Two or in the industry.'123
The upcoming Netflix gameplay premiere is described by Zelnick as 'one of the hors d'oeuvres' for the game's marketing campaign, with more promotional content to follow. He elaborated, 'There's appetizers, main course and dessert to follow.' While he acknowledged the rising costs of console hardware, he does not view it as a significant obstacle, citing the growth of the hardware install base. 'We see the install base, as a practical matter, growing materially.'4
Zelnick expressed optimism about the future of gaming, predicting that 'machines that weren't game machines before, will become game machines' due to advancements in streaming technology. He anticipates that low-latency streaming could arrive within three years, potentially expanding the install base by '10x.' He also reassured stakeholders that the company is not planning major staff cuts post-release, stating, 'We think we're right-sized for the opportunity.'
“Zelnick says the company hasn't sold a single unit yet and remains 'allergic to victory laps,' citing cancellable pre-orders as a reason for not changing guidance. He also sees PC share of console releases growing from 1-2% to 40-50% over two decades.”
GamesIndustry.biz
