Sony wants gamers to feel the PS5 again, in latest global push

Sony Interactive Entertainment has launched “It happens on PlayStation 5,” a bold new global campaign designed to reignite excitement among its player base and spotlight the kind of unforgettable gameplay moments that have defined the console generation.

The campaign arrives at a time when PlayStation 5 is enjoying a strong run of major game releases, including Battlefield 6, Ghost of Yōtei, Astro Bot, God of War Ragnarök, Horizon Forbidden West, and NBA 2K26. With more highly anticipated titles still in the pipeline, PlayStation is placing renewed emphasis on emotional resonance, tapping into awe, surprise, and the larger-than-life scale that fans associate with blockbuster gaming.

The campaign kicks off with cinematic brand work featuring surreal, high-drama scenes, from a fishing crew wrestling an enormous sea creature to a fuel truck perched precariously atop a skyscraper spire. These exaggerated vignettes lean on the message that extraordinary, unpredictable moments are happening on PS5, blending cinematic flair with a playful wink toward the wild things gamers experience mid-battle or mid-quest.

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The campaign films are also packed with subtle easter eggs that are likely to delight PlayStation loyalists. Fans will spot the iconic triangle, circle, cross, and square symbols appearing in unexpected spaces. From the boat’s navigation display to the step panel of a trailer truck, and even flickering across a car radio. A PS5-branded gaming chair makes a surprise appearance inside the trailer, while the PS5 logo itself is emblazoned on the front of a rugged off-road vehicle. These visual nods serve as playful winks that reward viewer attention, reinforcing the sense that the extraordinary can unfold anywhere.

“It happens on PlayStation 5” will run across more than 20 markets, including the U.S., U.K., Japan, Germany, France, Canada, and Australia. The rollout spans premium TV and cinema placements, high-impact outdoor installations, digital, and social activations. Sony has also hinted at region-specific stunts designed to add cultural flavour and create localised buzz.

“Our goal is to provoke joy and excitement among the community and capture the emotions they feel when experiencing these unforgettable moments on PS5,” said Isabelle Tomatis, vice president of global marketing at Sony Interactive Entertainment. “Unforgettable things are happening now on PlayStation 5.”

The campaign leans heavily into the idea of shared gamer experiences, those exaggerated playthrough stories that become inside jokes, bragging rights, or long-running memories among friends. By centering emotional connection rather than hardware specs, PlayStation is reinforcing the value of PS5’s library and world-building legacy at a time when gamers are overwhelmed with platform choice.

The creative approach also reflects a maturing console cycle: rather than introducing new hardware or features, Sony is doubling down on the richness of its ecosystem and the narrative universes it has built in collaboration with studios worldwide. With the holiday season approaching and a stacked release calendar in place, “It happens on PlayStation 5” positions the console not just as a gaming device but as a cultural space where thrill, wonder, and community converge.

Back in 2019, PlayStation carried out a marketing blitz by producing its first-ever global marketing campaign that saw game characters come to life. The move aimed to raise awareness of “PS Now” in all 19 territories where the streaming service is offered, including Japan, US, France, Germany, Italy and UK.

The year after, Sony Interactive Entertainment's new spot aims to give viewers a taste of the powerful and gripping emotions gamers feel when playing on the PlayStation 4 console. Titled "Heart", the latest spot done by creative agency adam&eveDDB features a tactical unit rappelling down into a pitch black cavernous opening.

In recent years, PlayStation has consistently leaned into brand storytelling that champions imagination and wonder. Its “Play has no limits” platform, introduced alongside the launch of the PS5, served as a renewed promise to gamers worldwide, that PlayStation is where creativity, emotion, and discovery collide. The tagline has since evolved into a core brand statement, resurfacing for PlayStation’s 30th anniversary and again in a global campaign developed with adam&eveDDB in November 2024.

The spot reimagined everyday cityscapes as playful arenas: a dustbin transformed into a basketball hoop, a spinning drain cover revealed a carousel-like playground, airport stairs morphed into a giant slide, and even buildings shifted into oversized game pieces and obstacle courses. The message was clear, play can happen anywhere, at any moment, a sentiment that continues to shape PlayStation’s brand voice today.

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