"GTA 6" is generating hype before its release, boosting Sony's (SONY.US) PS5 U.S. sales by 22%, and the $900 PS5 Pro is sold out worldwide.

According to the latest data from market research firm Circana, as consumers prepare for the upcoming release of Grand Theft Auto VI (GTA 6), Sony Group's (SONY.US) PlayStation 5 console sales in the United States jumped 22% in September. The research data indicated that hardware revenue for the console grew 43%, making the Tokyo-based company the highest revenue generator among console manufacturers. Price increases over the past year and strong sales of the performance-enhanced PS5 Pro further drove this growth. The upgraded console, priced at $900, is currently largely sold out across global online channels including Amazon.com, Inc. (AMZN.US), Best Buy Co., Inc. (BBY.US), MediaMarkt, and Yodobashi, with only limited stock remaining. GTA 6 will launch on both Sony's PlayStation and Microsoft Corporation's Xbox console platforms, scheduled for official release on November 19. The market widely expects first-day sales of the title to reach millions of copies, setting a new record for the gaming industry. Sony's console ecosystem has a larger audience base, and it is widely believed that the PS5 Pro is the best choice for experiencing the new title's high-definition graphics before the game subsequently arrives on PC. Netflix's (NFLX.US) simultaneously released exclusive GTA 6 short film further fueled market anticipation, with the short film topping streaming platform popularity rankings in September. Twitch head Dan Clancy even warned major game publishers: this holiday season, market attention will be almost entirely absorbed by GTA 6. For Sony, GTA 6 has injected new sales momentum into a console platform that has been on the market for nearly six years and is approaching a generational transition point. Like its peers, Sony is facing pressure from rising memory chip prices, which is squeezing profit margins on every new console. Circana data also showed that Nintendo's new Switch 2 console saw a 14% year-over-year sales decline in September following its price adjustment. Following the news, as of press time, Sony's U.S. shares rose more than 3% in early trading.