Sony has launched a marketing campaign to celebrate the start of global pre-orders for Grand Theft Auto 6.
The title, promoted as "the biggest and most immersive evolution of the Grand Theft Auto series," has received a marketing push of unprecedented scale for the PlayStation platform. Immediately after turning on their PS5 consoles, users are greeted by an updated Welcome tab featuring the GTA 6 logo.
In addition, the official PlayStation mobile app has undergone a redesign, receiving summer-themed background visuals inspired by Miami.
Sony is taking such radical marketing steps for the first time, having never implemented anything similar even for the launches of its own first-party exclusives.
The release of GTA 6 is scheduled for November 19, 2026.
As a reminder, around 400 million members of Generation Z are regular esports fans.