GTA 6 is shaping up to be a disaster for stores like GameStop
Overview & Key Takeaways
With a reported $1 billion in digital pre-orders, Grand Theft Auto 6 could shape the future of GameStop and other retail chains.
They say a rising tide lifts all boats, but the tsunami that is Grand Theft Auto 6 might push retail chains to their breaking point. The problem comes down to how GTA 6 will be sold, and how people will play Rockstar Games' upcoming open-world crime adventure.
As fans are painfully aware, GTA 6's physical edition is actually just a code in a box. For Rockstar, the controversy isn't really hurting its bottom line: Digital sales for the $99.99 Ultimate Edition version of the game are proving more popular than the standard $79.99 version. For stores like GameStop, which rely on sales and trade-ins of physical discs, the game's digital nativity isn't a minor detail. Since news of the lack of actual discs broke, GameStop workers are expressing worry that a digital-first GTA 6 puts the retail chain's future in jeopardy.
At the very least, codes will be a pain for retail employees. GameStop workers claim that, in general, they are expected to maintain high numbers for things like pre-orders, memberships, and warranties. Right now, many GTA 6 fans are wondering if pre-ordering the physical edition of the game is even worth it. There's also little incentive to purchase a warranty on what is essentially a digital product.
"We ended a day that I fully expected to be flooded with 500 preorders with…5… preorders…" one GameStop worker wrote on Reddit.
"Our store is at 11 and our store goal is 200 lol," another wrote.
Since GameStop employees have to explain the unusual situation surrounding the game, displeased customers can take their anger out on workers. The situation at some stores is bad enough that stores are directing employees to try and communicate the benefits of buying a box with a code in it.
"Every customer I had today walked away when I informed them it was a download code and no ultimate edition," one worker claimed.
GameStop is not the only retailer sweating GTA 6 right now. The sequel to one of the most successful games of all time has long been expected to drive hardware sales. With Rockstar's game releasing in the thick of a component shortage driven by AI-related demand, console sales aren't a guarantee anymore.
The most immediately obvious hurdle is pricing. Every major console has become more expensive in 2026; in the case of the Xbox, it has meant multiple price increases in a single year. Existing hardware prices are already shocking consumers, and all signs suggest the component crisis will only grow worse. Inevitably, some people will get priced out — which could mean fewer console sales.
Image: Rockstar Games/Take-Two Interactive
Or, potentially, no sales at all. According to The Game Business, at least one senior decision maker at a retail chain has expressed worry that their stores won't have enough hardware to meet the GTA 6-driven demand. Yet even without GTA 6 in the picture — or the increased prices — consoles in some markets are reportedly already selling at a faster than they can be produced.
The issue isn't necessarily that consoles like the Xbox are selling like gangbusters, it's that hardware supply is already limited. In the short term, the issue may not be evident. Earlier this year, Sony CEO Hiroki Totoki said that the company had secured the "necessary volume" of PlayStation 5 units for the rest of 2026. After that? Who knows.
No matter what happens, though, executives and employees alike are feeling worried about GTA 6.
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