Sony secures PS5 marketing deal for GTA 6

Take-Two Interactive CEO Strauss Zelnick indicated that Sony has a marketing arrangement tied to Grand Theft Auto 6. Rockstar has confirmed marketing activity will begin in the summer ahead of the game’s planned Nov. 19, 2026 release.

Take-Two and Rockstar plan to launch GTA 6 first on PlayStation 5 and Xbox Series X|S, with a PC version expected later. The companies say the initial release will focus on current-generation consoles.

When asked whether the console-launch window was related to a marketing partnership with Sony, Zelnick said the timing was not driven by that deal. Take-Two has not disclosed details of any promotion agreement, and Sony and Rockstar have not provided public specifics.

Marketing arrangements of this kind typically appear in promotional materials such as trailers that include console branding rather than in formal company statements. No public information has been released about the scope, timing or creative elements of any Sony-related promotion for GTA 6.

On platform priorities, Zelnick explained Rockstar’s approach: “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.”

Take-Two is the parent company of Rockstar Games. Rockstar’s confirmation of a summer marketing campaign provides a public timetable for promotional activity while the company continues with the stated plan to stagger the PC release.