PlayStation 5 goes global with a campaign about unforgettable moments

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Sony Interactive Entertainment has launched a new global brand initiative – “It Happens on PlayStation 5” – designed to showcase the unexpected, memorable moments players create on PS5. Announced by Isabelle Tomatis, Vice President of Global Marketing at SIE, the campaign rolls out for the holiday season with a slate of new brand creative. The focus is on awe and excitement, translating in‑game sensations into real‑world set pieces. SIE says the activations are live starting today.

What the campaign highlights

The creative centers on cinematic moments from PS5 gameplay and how they collide with everyday life. Rather than product features or promotions, the emphasis is on the player experience – the split‑second surprises, escapes and spectacular set‑pieces that define modern PlayStation storytelling.

Where it will appear

According to SIE, the campaign will run across more than 20 markets with a broad media mix. The plan includes premium broadcast and theatrical placements, high‑visibility outdoor, and digital and social executions, alongside select regional activations.

• Markets named: United States, United Kingdom, Japan, Germany, France, Canada, Australia (and others within a 20‑plus country slate).
• Channels: premium TV and cinema, out‑of‑home sites, digital and social platforms, plus localized events.

Games referenced in the rollout

The announcement points to a wide PS5 library that anchors the campaign’s theme of unexpected moments. Titles referenced include:

• Battlefield 6
• Ghost of Yōtei
• NBA 2K26
• Astro Bot
• God of War Ragnarök
• Horizon Forbidden West

These examples underscore the range of blockbuster action, platforming and open‑world adventures SIE is leaning on to illustrate the campaign’s core message.

Watch the brand films

SIE has published new videos tied to the campaign. Official links:

Read also our article: PS5’s Ghost of Yōtei revisits 17th‑century Hokkaido

Further details are available on the PlayStation Blog: https://blog.playstation.com/2025/11/03/it-happens-on-ps5-campaign-captures-the-unexpected-and-unforgettable-moments-ps5-has-to-offer/

Why this rollout matters

Signal Boost for PS5’s moment‑driven play – The campaign aligns around the experiences many players already share: sudden, unforgettable sequences that stick after the credits roll. For gamers, it’s a clear marker of what SIE plans to spotlight this season – the emotions and set‑pieces that define playing on PS5 right now.