Image: Sammy Barker / Push Square
You could accuse PlayStation of a lot of things, but a lazy marketer is not one of them.
While pundits will often reductively refer to Sony’s successes as fortuitous or by accident, the company invests millions upon millions of dollars into ensuring the general public knows about its brand.
And with its new worldwide campaign – It Happens on PS5 – rolling out now, it’s started to setup some eye-catching installations in cities around the globe.
Images: Sammy Barker / Push Square
We were invited to check out this one in South Korea’s cavernous Seoul Station, which sits between the main foyer and its football stadium-style wraparound LED screen. (Promoting the latest single from ITZY, of course.)
The installation itself is simple but beautifully executed: a rocky surface makes way for Astro Bot’s distinctly DualSense-shaped glider, which illuminates the surrounding area and instantly catches the eye.
There’s no real need for a message: the shape of Sony’s controller is iconic, and the blue lighting instantly attracts a PlayStation flavour.
Images: Sammy Barker / Push Square
But we did spot one small Easter egg engraved into one of the rocks beneath the glider: Stellar Blade heroine Eve’s Astro Bot alter-ego! The developer of the hit PS5 game, Shift Up, is of course based in Seoul, so this is a lovely little touch.
As we alluded to, though, it’s not the only installation aligned with the marketing campaign.
In the UK, Sony’s gone a bit more fantastical, creating inventive billboards with three-dimensional touches, showing a parachuter who’s crash landed into the hoarding – and a dragon who’s hiding inside:
Images: PlayStation
Meanwhile, there’s been reports of UFO landings in Australia:
Experience the unexpected on PS5… including unforgettable arrivals from unknown dimensions 🚀 pic.twitter.com/QDJFgRAwMl— PlayStation AU (@PlayStationAU) November 13, 2025
The whole campaign is designed to communicate one simple message: that PlayStation is a place you go to experience things you can’t in real-life.
It’s another masterful campaign from the company, and a reminder of what it’s able to achieve under its new globally unified structure.
Historically, each individual business territory would be responsible for its own marketing, but aligned like this it can create something truly worldwide, which touches every corner of the globe.
As the Editor of Push Square, Sammy has over 15 years of experience analysing the world of PlayStation, from PS3 through PS5 and everything in between. He’s an expert on PS Studios and industry matters, as well as sports games and simulators. He also enjoys RPGs when he has the time to dedicate to them, and is a bit of a gacha whale.
