Sony has launched an aggressive marketing push for Grand Theft Auto VI on the PlayStation 5 following the game's pre-order launch earlier this week. The effort includes custom app changes, console interface takeovers, and repeated claims that the title plays best on the platform.
Pre-orders for the game opened this week at a price of $80. Sony secured a marketing deal with Rockstar Games that grants it a commission on each copy sold through its store.
The company posted on the PlayStation Blog that the game offers the best experience on PS5 and repeated the word best six times across social media. Those posts were briefly removed before reappearing with an updated logo and a focus on the all-digital PS5 model.
Sony also altered the PlayStation mobile app icon to feature Vice City palm trees and sunset colors from the game. When users start their PS5 consoles, they now see a full-screen animation beginning with the GTA VI logo before transitioning to game art, with a direct pre-order button in the store.
Larian head of publishing commented that Sony has shown unprecedented support, even inventing new promotional features. The Xbox account maintains a lower-profile pinned pre-order link amid the heavy PlayStation focus.
