Ghost of Yōtei: A Global Celebration of Storytelling

At Sony Interactive Entertainment, each new release from PlayStation Studios is an opportunity to celebrate creativity, connect cultures, and inspire global communities. With the launch of Ghost of Yōtei, Sucker Punch Productions built upon the legacy of Ghost of Tsushima while exploring new landscapes in an original new story. For Sony Interactive, the launch represented a coordinated global effort to highlight the intersection of entertainment and creativity. In this blog, we explore some of the ways teams amplified the power of creative storytelling, extending the PlayStation experience.

Partners to elevate player engagement

Strategic brand collaborations offer a new dimension to how consumers interact with and experience gaming beyond the console, driving a broader conversation. We’re thrilled to have worked with a number of global and regional brands, while closely connecting the cultural and creative lens Ghost of Yōtei inspired and celebrating the artistry of the game through lifestyle, travel, and culture.

• Red Bull (Global)
  A co-branded cartoon in iconic Red Bull style. The campaign featured across digital ads, retail displays, and social channels, supported by bespoke influencer kits designed around the game’s visual identity.

• Sapporo (U.S.)
  A retail and paid media partnership featuring limited-edition packaging, including an in-game reward for purchasers.

• Klook (Asia)
  A travel and experiential partnership promoted the beauty of Hokkaido through exclusive travel itineraries inspired by the game. The partnership featured influencer tours, giveaways, and contests for travelers booking select experiences.

• Faber-Castell (Germany, Austria)
  Celebrating the artistry behind Ghost of Yōtei, limited-edition themed Faber-Castell box sets featured four concept art prints from the game.

• Sushi Roll (Mexico)
  A lifestyle and culinary partnership introduced a limited-edition custom “Yōtei Roll” for diners. The collaboration was supported by a coordinated PR and social media strategy, including influencer content and paid media.

Each collaboration represents an extension of our commitment to connecting gaming with lifestyle and entertainment, and we are humbled by the continued opportunity to collaborate with leading brands around the world to elevate player engagement beyond the console. 

Global communication through cross-functional collaboration

Every global game launch is the result of close collaboration across marketing, partnerships, PR, and social teams. The launch of Ghost of Yōtei was no exception. Through a cross-functional approach with regional teams around the world, distinctive local activations helped shape a unified global moment for the new game. Here are just some examples:

• Netherlands
  A community-driven photo mode competition invited players to capture their favorite in-game moments. Coupled with influencer content, tips & tricks on locally owned channels, and a mini exhibition at the Storyworld Museum, the activation included local interviews and a photography crash course. More than 35 creators and journalists participated, blending artistry, interactivity, and storytelling.

• Mexico
  Leveraging the partnership with Sushi Roll, hosted a culinary master class event that expanded reach to lifestyle & food influencers and media outlets, broadening reach to new audiences through a common interest in Japanese culture.

• Brazil
  Tapping into the strength of streamer engagement, the team achieved over 200,000 hours watched during launch week. Coupled with a local partnership with Twitch that featured Ghost of Yōtei on their homepage, the team also supported targeted codes and merchandise drops, creator office visits, and hands-on streaming sessions

Innovation Through Collaboration

The launch of Ghost of Yōtei is a defining example of how Sony Interactive Entertainment integrates creative excellence, global collaboration, and storytelling to shape the future of interactive entertainment. As teams continue to work hard with every title launch to tell one unified story that resonates globally, we aim to push the boundaries of how entertainment connects, inspires, and endures.