PlayStation 5 goes global with ‘It Happens’ brand rollout

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Sony Interactive Entertainment has announced a global brand campaign for PlayStation 5 titled “It Happens on PlayStation 5.” The rollout begins during the holiday window and focuses on the sense of awe and surprise players associate with standout PS5 moments. The initiative is led by Sony Interactive Entertainment’s global marketing team and appears across multiple media channels. The publisher frames the campaign around bringing in‑game moments to life in unexpected ways.

The announcement comes via an official post authored by Isabelle Tomatis, Vice President of Global Marketing at Sony Interactive Entertainment.

Campaign scope and rollout

The media plan spans more than 20 markets – including the United States, United Kingdom, Japan, Germany, France, Canada and Australia – with placements across premium TV and cinema, high‑impact out‑of‑home, and digital and social platforms. Bespoke local activations are also planned to drive regional awareness.

According to SIE, the creative explores how striking PS5 experiences collide with the real world – a thematic throughline for the brand pieces included in the campaign.

What it spotlights on PS5

While positioned as a brand initiative rather than a specific game reveal, SIE name‑checks titles available on PS5 to illustrate the range of experiences. The post references:

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

These examples are presented to underline the variety of games featured within the PS5 catalog during the campaign period.

Read also our article: How Ghost of Yōtei turned its launch into a coordinated global moment

Official comment

“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.” — Isabelle Tomatis, Vice President, Global Marketing, Sony Interactive Entertainment

The campaign is framed around awe and excitement – the sensations SIE says it aims to reflect in the creative.

Watch the campaign videos

SIE has released two brand pieces as part of the rollout. You can watch them on YouTube:

Additional details are available on the official post: PlayStation Blog.

Final takeaway – what this means for players

For PS5 owners, the campaign signals a globally coordinated push highlighting current and recent releases rather than a single title drop – expect broader visibility for PS5 games across major media. For prospective players, it outlines where and how the platform’s experiences will be showcased over the holiday stretch, from TV and cinema to high‑impact outdoor and social channels.