Sony holds the marketing rights to Grand Theft Auto 6, so Microsoft went sideways: it unveiled the Series X-BITE, a fully working Xbox Series X housed inside a custom-built alligator. The stunt, framed around the tagline that 'Xbox is heading to Florida,' is a wink at the game's Vice City setting and a way to attach the Xbox brand to the year's biggest launch without touching Rockstar's official campaign.

Because Sony locked up promotional exclusivity, Xbox can't run traditional GTA 6 ads — hence a one-off hardware grotesque that does the viral work instead. The console reportedly functions like a standard Series X, just with considerably more teeth.

Microsoft is giving the gator console away rather than selling it, with an entry process for the sweepstakes now live. It joins a long line of custom-shell Xbox giveaways the company has used to ride pop-culture moments it can't formally sponsor, and it's hard to argue with the logic: every headline about the alligator is, functionally, a GTA 6-on-Xbox ad that Sony's contract couldn't block.