In early May, Sony sent out an email blast to PlayStation 4 users that urged them to buy a PlayStation 5 in anticipation of Grand Theft Auto 6‘s November launch. Turns out, this was just the start of a much larger marketing campaign spearheaded by Sony Interactive Entertainment for Rockstar Games’ open-world adventure. Since the reveal of GTA 6‘s pre-order bonuses, Sony has started rolling out the red carpet for the game in a way it has never done before — even for franchises that it actually owns.