PlayStation 5 celebrates the magic of gaming moments

Sony Interactive Entertainment is bringing the spirit of gaming to life with its latest global campaign, “It Happens on PlayStation 5.” The new initiative captures the thrill, surprise, and unforgettable energy that define the PlayStation experience — moments that gamers around the world instantly recognize and share.

For three decades, PlayStation has been synonymous with jaw-dropping moments that push the boundaries of imagination and gameplay. Whether it’s surviving an impossible boss fight, watching a truck miraculously land on a skyscraper, or escaping the jaws of a monstrous creature, these experiences have always represented the essence of PlayStation. Now, through this ambitious campaign, Sony invites the world to rediscover that magic — reminding players that the most memorable stories in gaming are unfolding right now on PS5.

Launching globally this November, “It Happens on PlayStation 5” arrives just in time for the holiday season, aiming to inspire both longtime fans and newcomers. The campaign serves as a celebration of PlayStation’s legacy while highlighting the innovative power of the PS5. Sony Interactive Entertainment promises a season full of excitement, connecting its global community of players through shared emotions — awe, joy, and the sense that anything can happen when the controller is in your hands.

A Celebration of Wonder and Emotion

At the heart of the campaign lies a simple goal: to recreate that feeling of wonder every player experiences during an epic PlayStation moment. The creative direction draws on cinematic imagery and storytelling that blur the line between reality and the game world. In one striking visual, a fishing crew hauls an enormous sea creature under dramatic lighting — a nod to the unpredictable, larger-than-life experiences that define PS5 gaming. Another image shows a fuel truck teetering precariously atop a skyscraper, symbolizing the kind of breathtaking intensity and visual spectacle that happens only on PlayStation.

Amanda Hill, Sony Interactive Entertainment’s Global Head of Brand, described the campaign as “a love letter to the PlayStation community — to those who live for those moments when the screen fades to black, and your heart is still racing.” It’s an emotional connection that transcends the console itself, emphasizing how gaming on PS5 has become an immersive, almost cinematic experience where every session can turn into an unforgettable story.

A Truly Global Experience

The “It Happens on PlayStation 5” campaign is designed for maximum impact, spanning more than 20 countries including the U.S., U.K., Japan, Germany, France, Canada, and Australia. Sony’s media strategy brings the campaign to life across television, cinema, outdoor displays, digital spaces, and social platforms. In each market, the creative activations are tailored to reflect local gaming cultures, ensuring that the PlayStation spirit resonates universally while feeling uniquely personal.

In addition to large-scale advertising, Sony will roll out local events and interactive experiences that allow players to engage directly with the campaign. These will include pop-up installations, city-wide projections, and themed collaborations with artists and creators who embody the PlayStation ethos of imagination and discovery.

Capturing the Unforgettable

Sony’s message is clear: unforgettable gaming experiences are happening now — and only on PlayStation 5. The campaign seeks to channel the emotional highs of gaming, from laughter and camaraderie to shock and triumph. It’s a celebration of moments that define an entire culture of play, powered by the PS5’s groundbreaking technology and an extraordinary library of games.

The PlayStation 5 catalog has grown into one of the most diverse and acclaimed in the industry, featuring titles that deliver both artistic depth and technical brilliance. From the breathtaking landscapes of Horizon Forbidden West and the mythic storytelling of God of War Ragnarök to the pulse-pounding action of Battlefield 6 and the futuristic creativity of Astro Bot, the console continues to shape how gamers experience adventure and emotion. Meanwhile, the upcoming Ghost of Yōtei and NBA 2K26 promise to keep the excitement alive well into the future.