Sony seems to have secured a marketing deal for GTA 6, if a new Bloomberg article from journalist Jason Schreier is to be believed.
In an interview with Take-Two CEO Strauss Zelnick, the executive is quizzed on the decision to initially launch GTA 6 on just PS5 and Xbox Series X|S, assumedly leaving a PC version for later. According to Schreier, “Zelnick said the window of console exclusivity was not related to the company’s marketing deal with PlayStation maker Sony Group Corp”.
Marketing partnerships aren’t something that are traditionally announced by a company; you usually see them happen in the flesh as trailers promote a specific console at the end. However, given the importance of GTA 6’s release to the games industry as a whole, chatter surrounding its marketing plans has been far more prominent than any other game.
Rockstar has confirmed marketing will start in the summer ahead of a current release date of 19th November 2026.
On the subject of prioritising the PS5 and Xbox Series X|S over PC, Zelnick explained that it’s all about serving its core consumers first. “Rockstar always starts on console because I think with regard to a release like that you’re judged by serving the core. Like really serving the core consumer. If your core consumer isn’t there, if they’re not served first and best, you kind of don’t hit your other consumers.”
Neither Sony nor Rockstar has actively commented on a marketing deal between the two parties, but Zelnick’s comments suggest there is one. If those commitments are indeed in place, then the likelihood is PS5 consoles will be advertised in tandem with GTA 6. As well as one of the biggest entertainment releases in history, the hope on Sony’s end will be to increase its PS5 console sales.
[source bloomberg.com]
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