Sony’s Multi-Million Dollar GTA 6 PS5 Marketing Strategy Is Already Working

Sony’s unprecedented multi-million dollar GTA 6 PS5 marketing push is already reaping dividends. A short reaction video published by juggernaut streamer IShowSpeed shows the platform holder’s approach working in real time.

The manufacturer has paid handsomely to have its console closely associated with Rockstar’s upcoming open world game, and the launch trailer is packed with PlayStation iconography, including a short statement which says the game ‘Plays Best on PS5’.

In Speed’s reaction video, he asks his chat whether he should play on PS5 or Xbox Series X|S.

It’s at this point his friend asks him to rewind the clip, and points Speed to the abovementioned slogan.

“I’m most definitely playing on a PS5,” he concludes, in a video likely to be watched by millions. “If GTA 6 is literally saying ‘Plays Best on PS5’, why would you play on Xbox, huh?”

The reality is that the PS5 and Xbox Series X versions of GTA 6 will likely look and play the same, although the more expensive PS5 Pro will certainly have some advantages due to its more powerful underlying hardware.

In terms of differentiating features, Sony has confirmed that GTA 6 will take full advantage of the DualSense’s unique attributes, like haptic feedback and its resistant triggers.

“[The DualSense will bring] the sights, sounds, and sensations of Jason and Lucia’s story to life in your hands,” a PS Blog post noted earlier in the year.

But in terms of raw performance and visuals, the PS5 and Xbox Series X are comparably powered, so the results are likely to be broadly similar across both consoles. Obviously the Xbox Series S, which is considerably less powerful, will be forced to scale the experience down.

One other wildcard here is Sony’s recent introduction of QSSR, an AI-based upscaler for base PS5 hardware which works similarly to the PS5 Pro’s PSSR. There’s no confirmation GTA 6 will use this just yet, but the technology is available to third-party devs like Rockstar, and could give the PS5 version an advantage.

But ultimately, I think we’re just seeing the results of great marketing at play here.

Sony will have spent a lot of money to have its brand aligned with the biggest release of the generation, and as Speed demonstrates here, it’s easily going to sway a lot of consumers.