Xbox gets creative with Florida-themed custom console in clever marketing workaround

Since Sony appears to hold the exclusive marketing rights for Grand Theft Auto 6, Microsoft has had to get inventive to stay in the conversation without actually saying the name of the game. As reported by Kotaku, Xbox has unveiled a one-of-a-kind, custom-built, animatronic alligator that houses an Xbox Series X console.

The Gator console details

Measuring over five feet long, the piece was created by John Nolan Studio, the same team responsible for creature effects seen in movies like Jurassic World Dominion and the Netflix series The Witcher. The console is visible through an illuminated Xbox Nexus logo embedded in the alligator’s side, while a custom controller featuring bite marks sits between its jaws. The design also features glowing Xbox-green irises, completing what the company is calling the “Xbox Series X-BITE.”

Despite the clear Florida-themed aesthetic and an ’80s-style synth teaser video, Xbox has made no mention of Rockstar Games or Grand Theft Auto 6 in its official communication. The blog post announcing the stunt simply states, “This November, Xbox is heading to Florida,” leaving the specific connection to the game entirely implied.

How to get it

If you were hoping to pick one of these up at a retailer, you are out of luck. The “X-Bite” is not being mass-produced; it is a singular, custom build. According to the announcement, the only way to obtain this limited-edition unit is through a sweepstakes. As noted by Kotaku, this mirrors marketing tactics often used by brands that want to capitalize on major events—like the Super Bowl—without paying the official licensing fees to name them directly.

Why it matters

For players, this serves as a humorous reminder of the restrictive nature of console marketing exclusivity deals. While Sony is currently able to brand GTA 6 as playing “best on PS5,” Microsoft’s workaround highlights the fierce competition behind the scenes as the release date approaches.

Ultimately, this changes nothing regarding the actual performance of the game. Regardless of whether you are playing on a standard console or one stuffed inside a five-foot alligator, GTA 6 is expected to perform similarly across current-gen platforms. Gamers should continue to focus on official pre-load details and release information rather than the marketing theatrics surrounding the game’s launch.