**TOP SECRET | for CEO EYES ONLY**

TOP SECRET | FOR CEO EYES ONLY

SUBJECT: GTA 6 Price Shock: The End of the $70 Era

THE HEADLINE: Take-Two Breaks the Ceiling — GTA 6 to Launch at $100 Minimum.

THE BOTTOM LINE:

• Standard Edition: $99.99 — First AAA title to cross the psychological $100 barrier.
• Digital Deluxe / Early Access: $149.99 — 3-day early play + in-game currency.
• Pre-orders exploded by 400% in the first 12 hours, crashing retailer servers.

WHY IT MATTERS: Take-Two has fundamentally reset the industry pricing floor. If this sticks, every competitor (EA, Ubisoft, Sony) will follow within 12 months. The $70 era is dead.

MARKET REACTION:

• Stock: +8% pre-market on pricing power narrative.
• Consumer backlash: viral, but pre-orders indicate price elasticity is higher than modeled.

CEOS TAKE: This is not a price hike. This is a pricing strategy shift — segmenting by time (early access) and status (deluxe). Expect adoption across all major franchises by 2026. Recommend immediate internal modeling for Q1 pricing review.

RECOMMENDED ACTION:

• Review your own title’s price ceiling.
• Prepare investor narrative: “Premium pricing signals premium product.”
• Monitor GTA 6’s 30-day retention vs. historical benchmarks.

BOTTOM LINE: The consumer has spoken. $100 works. Adjust or be irrelevant.