Sony Interactive Entertainment has kicked off a major new global marketing campaign titled “It Happens on PS5,” celebrating five years of the PlayStation 5 and the unforgettable moments gamers have experienced on the console since its 2020 debut.
The campaign officially launched on November 3, 2025, and aims to spotlight those “unexpected and extraordinary” moments that define gaming on PS5. From epic in-game stunts to emotional storytelling and player-driven surprises, Sony is positioning the PS5 as the ultimate stage for memorable gaming experiences.
A Celebration of Five Years of PS5
PlayStation’s latest campaign comes right in time for the console’s fifth anniversary. Since its launch, the PS5 has sold over 50 million units globally and has become home to some of the biggest titles in modern gaming – including God of War Ragnarök, Spider-Man 2, Horizon Forbidden West, and Final Fantasy VII Rebirth.
The “It Happens on PS5” campaign builds on that legacy. According to Sony, the goal is to remind players that the PlayStation 5 isn’t just powerful hardware – it’s a platform where unforgettable gaming moments happen every day.
In a blog post on PlayStation.com, Sony described the campaign as a celebration of “the emotions, excitement, and surprises that make PlayStation experiences so special.”
It Happens on PS5 Campaign’s Core Stories
At the heart of “It Happens on PS5” are three cinematic ads – each focusing on different types of gamer experiences:
- “The Greatest Stunt Jump Ever” – Showcases high-octane action moments and the thrill of in-game physics gone wild.
- “The Unexpected Catch” – Captures the magic of spontaneous, hilarious moments players can’t plan for.
- “Everyday Problems in Extraordinary Vehicles” – A tongue-in-cheek nod to the absurd, creative ways players use vehicles or tools in games.
Each story blends real-life cinematic footage with gameplay-inspired action, creating short films that feel like part game trailer, part Hollywood spectacle.
The ads are rolling out across TV, digital, cinema, and outdoor placements in more than 20 regions – including the U.S., U.K., Japan, France, Germany, Canada, and Australia.
A Real-World Twist: UFOs and Unexpected Stunts
Sony isn’t limiting the campaign to screens. One of the most talked-about activations so far took place in Fortitude Valley, Brisbane, where PlayStation installed a life-size UFO crash site in a vacant lot – complete with lights, smoke effects, and PlayStation branding.
The stunt drew crowds and social media buzz, tying into the campaign’s theme of “the unexpected.” Similar real-world experiences are reportedly planned in other major cities worldwide, turning public spaces into PS5-inspired spectacles.
These activations are designed to bridge the gap between gaming and real life, letting fans physically experience the wonder and unpredictability that the campaign represents.
Fans Invited to Share Their Own Moments
Sony is also encouraging the gaming community to join in by sharing their own unforgettable PS5 moments under the hashtag #ItHappensOnPS5.
Players are invited to post video clips or screenshots of their most surprising or emotional PlayStation experiences – whether it’s a jaw-dropping stunt in Grand Theft Auto V, an emotional cutscene in The Last of Us Part II Remastered, or an unexpected glitch that turned into a hilarious memory.
This social component ties directly into PlayStation’s growing emphasis on community engagement and player creativity. By featuring user-generated clips and reactions, the brand hopes to build a sense of shared experience that connects players globally.
Why It Matters
Marketing experts see the campaign as a strategic move for Sony heading into the holiday season. After a year filled with strong game releases and renewed console supply, the company is reasserting the PS5’s dominance in the gaming market.
The timing also aligns with the rumored reveal of Sony’s next-generation PS5 Pro, expected sometime in 2025–2026. With this campaign, Sony is not only celebrating what the PS5 has achieved but also setting the stage for what’s next.
The emotional tone of “It Happens on PS5” helps Sony distinguish itself from competitors like Xbox and Nintendo by focusing on the feeling of gaming – not just technical specs or game libraries.
A Global Push with Local Flavor
While the campaign is global in scope, it’s being adapted for local markets. In regions like India, Europe, and North America, fans can expect tailored ads, retailer partnerships, and possibly limited-time bundles tied to the campaign.
PlayStation’s previous global marketing efforts, such as “Play Has No Limits” and “Live from PS5,” achieved huge success through localized storytelling, and “It Happens on PS5” continues that trend – emphasizing cultural variety while maintaining a consistent brand message.
What’s Next
As the campaign unfolds throughout November and December, more short films, stunts, and collaborations are expected to roll out. PlayStation fans should keep an eye on the brand’s official YouTube channel, Instagram, and X (Twitter) accounts for new releases tied to the campaign.
And with the holiday season approaching, it wouldn’t be surprising to see special PS5 bundles or promotions arrive under the same slogan.
Final Thoughts
“It Happens on PS5” isn’t just another marketing push – it’s Sony’s way of reminding players what makes gaming on PlayStation special. It’s about the adrenaline of an impossible boss fight, the laughter when things go unexpectedly wrong, and the joy of discovering something new.
Five years later, the PlayStation 5 continues to be a platform where the unexpected happens – and Sony clearly wants the world to remember that.
