Xbox executives have responded to reports suggesting that Grand Theft Auto 6 pre-orders are heavily skewed towards PlayStation 5, asserting that sales on Microsoft's platform are robust. The comments come amid broader concerns about Xbox's market position and a strong marketing push from Sony for the highly anticipated title.
While Grand Theft Auto 6 is not a PlayStation exclusive, Sony has heavily promoted the game, leading to speculation about its performance across different platforms. Reports from The Verge indicated that PS5 pre-orders for GTA 6 were significantly outperforming those on Xbox, causing internal concern. However, Matthew Ball, Chief Strategy Officer at Xbox, stated on X that the brand is "very happy" with its GTA 6 pre-orders. He further claimed that the title is breaking records for Xbox and that the platform's share of pre-orders aligns with its share of the console market.
An Xbox spokesperson echoed this sentiment earlier in 2026, urging the public to await official sales data post-launch. This public stance aims to counter narratives of significant disadvantage for the Xbox platform. Nevertheless, the current gaming industry landscape presents challenges for Xbox. Recent months have seen layoffs, studio consolidation, controversial subscription service changes, and price increases, all suggesting a period of significant turmoil for the brand. With a scarcity of immediate blockbuster titles on the horizon for Xbox, the pressure for GTA 6 to drive sales on the platform is considerable.
The marketing for Grand Theft Auto 6 has also largely featured PlayStation 5, with trailers and gameplay demonstrations often carrying a disclaimer that footage was captured on Sony's console. This has led to increased demand for PS5 hardware, including reports of PS5 Pro shortages and inflated prices for the DualSense controller, which has become a target for scalpers. The extensive marketing by Sony has led some to observe that PlayStation appears to be promoting GTA 6 more aggressively than its own first-party titles. Despite these external factors and reports, Xbox maintains a confident public posture regarding its performance for Grand Theft Auto 6.