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GTA 6 is shaping up to be a disaster for stores like GameStop

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![Image 8: 4](https://www.polygon.com/author/patricia-hernandez/)

ByPatricia Hernandez

Published Jun 29, 2026, 1:32 PM EDT

Analysis

Whether it sells like hotcakes or flops, Rockstar's game could dictate the future of some store chains

Related

![Image 9: VINTAGE_VICE_CITY_PACK_EXCLUSIVE_LOOKS_04](https://www.polygon.com/gta-6-preorder-ultimate-edition-price-bonuses-shops-exclusive-disc/)

##### [GTA 6's price surprises fans, but some are fuming over the Ultimate Edition](https://www.polygon.com/gta-6-preorder-ultimate-edition-price-bonuses-shops-exclusive-disc/ "GTA 6's price surprises fans, but some are fuming over the Ultimate Edition")

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GTA 6 is shaping up to be a disaster for retailers

!Image 12: ULTIMATE_EDITION_01

Grand Theft Auto 6: Ultimate Edition bonus content

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[Grand Theft Auto 6](https://www.polygon.com/game/grand-theft-auto-6/40846/ "Grand Theft Auto 6")

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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.

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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.

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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 13: A client in the chair at Electric Fang Tattoo in GTA 6, looking at her cell phone.Image: Rockstar Games/Take-Two Interactive

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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_.

![Image 14: VINTAGE_VICE_CITY_PACK_EXCLUSIVE_LOOKS_04](https://www.polygon.com/gta-6-preorder-ultimate-edition-price-bonuses-shops-exclusive-disc/)Related

##### [GTA 6's price surprises fans, but some are fuming over the Ultimate Edition](https://www.polygon.com/gta-6-preorder-ultimate-edition-price-bonuses-shops-exclusive-disc/ "GTA 6's price surprises fans, but some are fuming over the Ultimate Edition")

Some aspects of the release are still ruffling feathers

Posts [20](https://www.polygon.com/gta-6-preorder-ultimate-edition-price-bonuses-shops-exclusive-disc/#threads "Total Posts")

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Thread 26

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- sarusa![Image 18: User Display Picture](https://www.polygon.com/profile/CC500730/)[sarusa](https://www.polygon.com/profile/CC500730/ "Posted by sarusa")![Image 19: User Display Picture](https://www.polygon.com/profile/CC500730/)sarusa #CC500730 Member since 2024-12-19 Following 0 Topics 0 Users Follow Followed 0 Followers View If GTA VI finally kills off the stinking, festering, meme stock corpse that is Gamestop that will be its greatest achievement. 2026-06-29 14:44:17 Upvote 12 Downvote Reply 2 Copy

- gommer![Image 20: User Display Picture](https://www.polygon.com/profile/AW118118/)[gommer](https://www.polygon.com/profile/AW118118/ "Posted by gommer")![Image 21: User Display Picture](https://www.polygon.com/profile/AW118118/)gommer #AW118118 Member since 2012-05-04 Following 0 Topics 0 Users Follow Followed 0 Followers View GTA6 will have nothing to do with it if we're real about it. It's Gamestop's sinking, obsolete business model that's going to be their downfall. Didn't they also get into Magic: The Gathering resale now? It's not even a game store anymore. 2026-06-29 17:24:10 Upvote 7 Downvote Reply Copy

- HenjineerSeven![Image 22: User Display Picture](https://www.polygon.com/profile/UM130552/)[HenjineerSeven](https://www.polygon.com/profile/UM130552/ "Posted by HenjineerSeven")![Image 23: User Display Picture](https://www.polygon.com/profile/UM130552/)HenjineerSeven #UM130552 Member since 2022-11-22 Following 0 Topics 0 Users Follow Followed 0 Followers View gommer They mostly seem to be a place that will fleece you for your pokemon cards while making wild claims that they will buy much larger and more successful businesses using vibes. 2026-06-29 17:35:12 Upvote 4 Downvote Reply Copy

- celestialflower![Image 24: User Display Picture](https://www.polygon.com/profile/MX657590/)[celestialflower](https://www.polygon.com/profile/MX657590/ "Posted by celestialflower")![Image 25: User Display Picture](https://www.polygon.com/profile/MX657590/)celestialflower #MX657590 Member since 2022-05-25 Following 0 Topics 0 Users Follow Followed 1 Follower View Gamestop is the scummy version of a pawn shop. I would be thrilled to see that whole chain collapse in on itself and go away forever. That would be the end of a blight, and cause for celebration. 2026-06-29 20:56:14 Upvote 3 Downvote Reply Copy

- Brandon![Image 26: User Display Picture](https://www.polygon.com/profile/IB151533/)[Brandon](https://www.polygon.com/profile/IB151533/ "Posted by Brandon")![Image 27: User Display Picture](https://www.polygon.com/profile/IB151533/)Brandon #IB151533 Member since 2026-06-11 Following 0 Topics 0 Users Follow Followed 0 Followers View Sony takes away 550 movies people paid for and you have droves buying a game that will eventually be taken away. At least on PC you have options. More and more I'm seeing Playstation and Xbox as a thing that just needs to go away. If we're going to be forced into an all digital age where we own nothing then it's time to stop buying consoles. 2026-06-29 18:54:49 Upvote 5 Downvote Reply 3 Copy

- Menage![Image 28: User Display Picture](https://www.polygon.com/profile/YX857701/)[Menage](https://www.polygon.com/profile/YX857701/ "Posted by Menage")![Image 29: User Display Picture](https://www.polygon.com/profile/YX857701/)Menage #YX857701 Member since 2022-05-26 Following 0 Topics 0 Users Follow Followed 0 Followers View So you stop gaming as a whole? 2026-06-30 03:18:25 Upvote 1 Downvote Reply Copy

- Troy![Image 30: User Display Picture](https://www.polygon.com/profile/LQ755888/)[Troy](https://www.polygon.com/profile/LQ755888/ "Posted by Troy")![Image 31: User Display Picture](https://www.polygon.com/profile/LQ755888/)Troy #LQ755888 Member since 2026-06-18 Following 0 Topics 0 Users Follow Followed 0 Followers View Menage When many gamers have a stockpile of 20-50 games they bought amd played a few hours of, and then shelved and thought someday they'd go back tp them, the industry doesn't understand that raising the price isn't the answer. 2026-06-30 07:23:56 Upvote Downvote Reply Copy

- Brandon![Image 32: User Display Picture](https://www.polygon.com/profile/IB151533/)[Brandon](https://www.polygon.com/profile/IB151533/ "Posted by Brandon")![Image 33: User Display Picture](https://www.polygon.com/profile/IB151533/)Brandon #IB151533 Member since 2026-06-11 Following 0 Topics 0 Users Follow Followed 0 Followers View Menage Well, seeing as consoles aren't gaming as a whole. I mentioned PC for a reason. I highly disagree with a digital only world, but at least with PC people are extremely clever and find ways for games to continue, something about pirate hats and eye patches. That aside, I have enough physical games that I could probably play for the rest of my life. Gamers really need to get some self-respect and stop allowing these people to piss away your money. 2026-06-30 07:59:06 Upvote Downvote Reply Copy

- Marc![Image 34: User Display Picture](https://www.polygon.com/profile/XO930650/)[Marc](https://www.polygon.com/profile/XO930650/ "Posted by Marc")![Image 35: User Display Picture](https://www.polygon.com/profile/XO930650/)Marc #XO930650 Member since 2025-10-07 Following 0 Topics 0 Users Follow Followed 0 Followers View Saw an update from Capcom recently saying 93% of its game sales were now digital... Even on the Nintendo side Pokopia sold gangbusters as a Game Keycard release. GameStop has been on borrowed time for a while 2026-06-29 17:00:32 Upvote 2 Downvote Reply Copy

- Snapping_turo![Image 36: User Display Picture](https://www.polygon.com/profile/NY186724/)[Snapping_turo](https://www.polygon.com/profile/NY186724/ "Posted by Snapping_turo")![Image 37: User Display Picture](https://www.polygon.com/profile/NY186724/)Snapping_turo #NY186724 Member since 2022-05-27 Following 0 Topics 0 Users Follow Followed 0 Followers View yeah, seems bad. almost like the entire industry is waiting on literally one game to see how it's fate will shake out which could impact tens of thousands of jobs/careers if it somehow doesn't make completely illogical revenue immediately. it will, to be clear as i imagine 8 out of 10 gamers w/ current console capabilities will snap it up within the first few weeks regardless of critical reception. and if i'm gamestop or best buy/big box store, i'd be furious at rockstar for not shipping actual discs where rockstar likely couldn't give a shit less because they don't 'need' retail anymore. not when your game is too big to fail! 2026-06-29 14:37:03 Upvote 2 Downvote Reply 4 Copy

- gommer![Image 38: User Display Picture](https://www.polygon.com/profile/AW118118/)[gommer](https://www.polygon.com/profile/AW118118/ "Posted by gommer")![Image 39: User Display Picture](https://www.polygon.com/profile/AW118118/)gommer #AW118118 Member since 2012-05-04 Following 0 Topics 0 Users Follow Followed 0 Followers View A retailer "furious" at Rockstar, in a world where digital sales are the norm...I mean you think Rockstar is going shake in their boots, if a glorified pawn shop and soon to be obsolete retailer is going to shake their fist at them?

When was the last time you've been inside a Gamestop? The one in the mall nearby me barely even resembles a game store anymore, and has not for the past 5+ years, if not the last 10 years. It looks like a toy store now, which happens to sell video games. Maybe one employee manning the cashier, and I can't imagine the actual sales are even meaningful enough to pay the rent. 2026-06-29 17:22:37 Upvote 6 Downvote Reply Copy

- Troy![Image 40: User Display Picture](https://www.polygon.com/profile/LQ755888/)[Troy](https://www.polygon.com/profile/LQ755888/ "Posted by Troy")![Image 41: User Display Picture](https://www.polygon.com/profile/LQ755888/)Troy #LQ755888 Member since 2026-06-18 Following 0 Topics 0 Users Follow Followed 0 Followers View If you thought that Gamestop was a career you already made a big mistake. 2026-06-30 07:24:33 Upvote 1 Downvote Reply Copy

- C![Image 42: User Display Picture](https://www.polygon.com/profile/CV871149/)[C](https://www.polygon.com/profile/CV871149/ "Posted by C")![Image 43: User Display Picture](https://www.polygon.com/profile/CV871149/)C #CV871149 Member since 2025-08-01 Following 0 Topics 0 Users Follow Followed 0 Followers View Troy Yes, they're only talking about Gamestop when they say "entire industry." Lmao 2026-06-30 08:04:22 Upvote 1 Downvote Reply Copy

- Snapping_turo![Image 44: User Display Picture](https://www.polygon.com/profile/NY186724/)[Snapping_turo](https://www.polygon.com/profile/NY186724/ "Posted by Snapping_turo")![Image 45: User Display Picture](https://www.polygon.com/profile/NY186724/)Snapping_turo #NY186724 Member since 2022-05-27 Following 0 Topics 0 Users Follow Followed 0 Followers View gommer for the record i don't give a shit about what happens to gamestop - i used to work next to a mall until a few months ago and would swing by their gamestop every so often but hadn't walked in for years. it's all trading cards and merch. i just put on my big business brain hat for a second for all the good it does...my point was more that box stores are reselling a product (GTA6) that is slated to be the biggest video game release ever. and many of these stores likely have significant marketing plans around release, not to mention holiday revenue projections are vastly inflated due to GTA6. cfos and shareholders were likely salivating at how much GTA was gonna boost holiday revenue. and now that may be affected with the end result regular ass people getting laid off or fired - that's where i was heading.

to be clear, fuck corporations i am not crying for them. they deserve nothing but misery for what they've done to our world. 2026-06-30 17:02:15 Upvote Downvote Reply Copy

- Travis![Image 46: User Display Picture](https://www.polygon.com/profile/YT869632/)[Travis](https://www.polygon.com/profile/YT869632/ "Posted by Travis")![Image 47: User Display Picture](https://www.polygon.com/profile/YT869632/)Travis #YT869632 Member since 2026-05-28 Following 0 Topics 0 Users Follow Followed 0 Followers View GTA 6 hype could shake up GameStop, but digital sales will rise. Will stores adapt or fade? What change would you like to see in retail for big releases? 2026-06-30 02:20:08 Upvote Downvote Reply Copy

- JMLEGO88![Image 48: User Display Picture](https://www.polygon.com/profile/ZL951127/)[JMLEGO88](https://www.polygon.com/profile/ZL951127/ "Posted by JMLEGO88")![Image 49: User Display Picture](https://www.polygon.com/profile/ZL951127/)JMLEGO88 #ZL951127 Member since 2026-06-29 Following 0 Topics 0 Users Follow Followed 0 Followers View what do we want? GTA 6 how do we want it? 2026-06-29 17:48:35 Upvote Downvote Reply Copy

- Milkmem![Image 50: User Display Picture](https://www.polygon.com/profile/TU359896/)[Milkmem](https://www.polygon.com/profile/TU359896/ "Posted by Milkmem")![Image 51: User Display Picture](https://www.polygon.com/profile/TU359896/)Milkmem #TU359896 Member since 2017-08-04 Following 0 Topics 0 Users Follow Followed 0 Followers View Games, dvds physical media died a long time ago. Its not needed anymore and I dont think retail banks on it. Esp when they have bins of $4 movies just to move the bulk out of the store.

PC and consoles will still sale esp with great games like GTA6 pushing sales on a large scale.

Phones are $2000 and folks still pay it.... 2026-06-30 11:32:03 Upvote Downvote Reply Copy

- Larbar![Image 52: User Display Picture](https://www.polygon.com/profile/EJ593721/)[Larbar](https://www.polygon.com/profile/EJ593721/ "Posted by Larbar")![Image 53: User Display Picture](https://www.polygon.com/profile/EJ593721/)Larbar #EJ593721 Member since 2026-04-02 Following 0 Topics 0 Users Follow Followed 0 Followers View That company ripped off so many kids on trade-ins, warranties, etc for decades. Myself included. To top it off, even at their peak only the GMs were paid fairly at the stores. Everyone else worked for slave wages and terrible hours.

When they're gone, I'll happily pee on their grave. Decades of greed has been returned to them with... Greed from publishers and developers. Let me play the world's smallest violin... Opps, it snapped. Oh well. 2026-06-29 22:51:36 Upvote Downvote Reply Copy

- HenjineerSeven![Image 54: User Display Picture](https://www.polygon.com/profile/UM130552/)[HenjineerSeven](https://www.polygon.com/profile/UM130552/ "Posted by HenjineerSeven")![Image 55: User Display Picture](https://www.polygon.com/profile/UM130552/)HenjineerSeven #UM130552 Member since 2022-11-22 Following 0 Topics 0 Users Follow Followed 0 Followers View "If it flops" yeah, ok, sure. Let's pretend that even remotely possible. 2026-06-29 16:36:18 Upvote Downvote Reply 5 Copy

- miffed_bailiff![Image 56: User Display Picture](https://www.polygon.com/profile/WO472869/)[miffed_bailiff](https://www.polygon.com/profile/WO472869/ "Posted by miffed_bailiff")![Image 57: User Display Picture](https://www.polygon.com/profile/WO472869/)miffed_bailiff #WO472869 Member since 2018-08-01 Following 0 Topics 0 Users Follow Followed 0 Followers View When I think of how the lack of physical disc will cut into preorders, and consider for example how Cyberpunk's rollout turned so many people off from buying it (and how its reputation remains asterisked by that launch), and the costs of developing/marketing/launching the game making anything short of blockbuster success a relative failure; I could see it happening.

It don't seem likely, but it's not outside the realm of possibility. 2026-06-29 17:19:21 Upvote 6 Downvote Reply Copy

- HenjineerSeven![Image 58: User Display Picture](https://www.polygon.com/profile/UM130552/)[HenjineerSeven](https://www.polygon.com/profile/UM130552/ "Posted by HenjineerSeven")![Image 59: User Display Picture](https://www.polygon.com/profile/UM130552/)HenjineerSeven #UM130552 Member since 2022-11-22 Following 0 Topics 0 Users Follow Followed 0 Followers View miffed_bailiff Sure, it's possible but highly improbable. The internet likes to make a big stink about things, but will often fold on release day. I say this as someone who still buys blurays and DVDs because I like physical media. Feels like the outrage is overblown on this one.

Regarding the Cyberpunk situation, absolutely possible and may have been the case if they released it last May. I think their track record and their self imposed delay means we'll see a relatively flawless game on release. It kind of has to be after 13 years, and I doubt that's lost on them. Only time will tell of course. 2026-06-29 18:19:57 Upvote 1 Downvote Reply Copy

- Joe Krieger![Image 60: User Display Picture](https://www.polygon.com/profile/LS883920/)[Joe Krieger](https://www.polygon.com/profile/LS883920/ "Posted by Joe Krieger")![Image 61: User Display Picture](https://www.polygon.com/profile/LS883920/)Joe Krieger #LS883920 Member since 2022-08-13 Following 0 Topics 0 Users Follow Followed 0 Followers View miffed_bailiff they're going to cover the $2-$3B costs of the game with pre-orders well before launch or well before anyone even sees gameplay. There is no chance it fails. Only possibility is it doesn't live up to the hype and their next game crashes and burns, which is also unlikely given the amount of money and time invested in it. 2026-06-29 19:00:11 Upvote 1 Downvote Reply Copy

- Troy![Image 62: User Display Picture](https://www.polygon.com/profile/LQ755888/)[Troy](https://www.polygon.com/profile/LQ755888/ "Posted by Troy")![Image 63: User Display Picture](https://www.polygon.com/profile/LQ755888/)Troy #LQ755888 Member since 2026-06-18 Following 0 Topics 0 Users Follow Followed 0 Followers View HenjineerSeven disagree. I bet the download times are terrible on the First day or two. Hopefully, they realized this and all the early stages to download and play while the rest downloads in the background? 2026-06-30 08:06:19 Upvote Downvote Reply Copy

- miffed_bailiff![Image 64: User Display Picture](https://www.polygon.com/profile/WO472869/)[miffed_bailiff](https://www.polygon.com/profile/WO472869/ "Posted by miffed_bailiff")![Image 65: User Display Picture](https://www.polygon.com/profile/WO472869/)miffed_bailiff #WO472869 Member since 2018-08-01 Following 0 Topics 0 Users Follow Followed 0 Followers View Joe Krieger that's like 37 million people preordering the game

lol

lmao 2026-06-30 11:36:18 Upvote Downvote Reply Copy

- Jai![Image 66: User Display Picture](https://www.polygon.com/profile/RL037008/)[Jai](https://www.polygon.com/profile/RL037008/ "Posted by Jai")![Image 67: User Display Picture](https://www.polygon.com/profile/RL037008/)Jai #RL037008 Member since 2026-06-29 Following 0 Topics 0 Users Follow Followed 0 Followers View Rockstar can easily release pre orders but fans gets no trailer 3. This just shows me they only care about money but not fans. 2026-06-29 17:45:48 Upvote Downvote Reply 2 Copy

- Tychedelic![Image 68: User Display Picture](https://www.polygon.com/profile/QD059986/)[Tychedelic](https://www.polygon.com/profile/QD059986/ "Posted by Tychedelic")![Image 69: User Display Picture](https://www.polygon.com/profile/QD059986/)Tychedelic #QD059986 Member since 2022-05-25 Following 0 Topics 0 Users Follow Followed 0 Followers View …or they realize how hype works? Lol 2026-06-29 23:23:53 Upvote 3 Downvote Reply Copy

- HenjineerSeven![Image 70: User Display Picture](https://www.polygon.com/profile/UM130552/)[HenjineerSeven](https://www.polygon.com/profile/UM130552/ "Posted by HenjineerSeven")![Image 71: User Display Picture](https://www.polygon.com/profile/UM130552/)HenjineerSeven #UM130552 Member since 2022-11-22 Following 0 Topics 0 Users Follow Followed 0 Followers View That's kind of how they roll. They've never been that studio that shows off 1600 dev dairies or makes new trailers for each feature as they add it. Their games get 3 trailers usually in the lead up. Big official ones anyway. Expect the next one to hit in August-October. 2026-06-30 11:48:49 Upvote Downvote Reply Copy

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