“It Happens on PlayStation 5” – Capturing the Unexpected and Unforgettable

If there is one thing that gamers know after 30 years, it’s that they have been able to create jaw-dropping, heart-stopping moments throughout every generation of PlayStation. Whether it’s a truck that somehow landed on a skyscraper or escaping from a monstrous creature, “It Happens on PlayStation 5” is the kind of campaign that reminds us: unforgettable things are happening now on PlayStation5.

This holiday season, Sony Interactive Entertainment, the company behind the PlayStation brand, is going big with a global brand campaign that’s as bold as it is fun. Launching today, “It Happens on PlayStation 5” kicks off with the goal to excite and delight our global community of gamers and remind prospective players what they’re missing – because these unforgettable moments, this energy…it’s happening only on PlayStation 5.

Awe and Excitement

Anchored by a varied lineup of brand creative, this campaign is all about making people feel awe and excitement – just like the feeling they get when they share the incredible experiences happening on PlayStation 5. We’re going to be bringing the spirit of these experiences to life, and showcasing what happens when they collide with the real world. 

To bring it to life, this campaign will have a number of iconic, entertaining, and unexpected activations that capture “It Happens on PlayStation 5” within our hearts and minds. 

Global Awareness

With a global media plan spanning more than 20 markets, including the U.S., U.K., Japan, Germany, France, Canada, and Australia – audiences can expect to see the campaign placements across premium TV and cinema, high-impact out-of-home, digital and social platforms, as well as bespoke local activations designed to drive regional buzz and attention.

Our goal with this campaign is to provoke joy and excitement among the community and capture the emotions they feel when experiencing these unforgettable moments on PS5. There are so many thrilling ways to experience the unexpected, from one of the best libraries of games available including titles like Battlefield 6, Ghost of Yōtei, NBA 2K26, Astro Bot, God of War Ragnarök, Horizon Forbidden West, with so much more to come. 

With global momentum, bold creative, and a holiday season packed with remarkable content, “It Happens on PlayStation 5” isn’t only a campaign, it’s a reminder that some of the most unforgettable moments in gaming and culture are happening now on PS5. 

To learn even more about “It Happens on PlayStation 5”, please visit PlayStation Blog.