Sony has launched a new promotional campaign titled 'It Happens on PS5', highlighting a renewed focus on hardware-locked software following an internal shift in its publishing strategy. The marketing push arrives after the company previously brought single-player titles like Horizon Forbidden West and The Last of Us: Part 2 to Steam and other PC storefronts.
Quick Facts
- Platforms: PlayStation 5
- Release Year: 2026
- Key Titles Featured: Ghost of Yotei, God of War Laufey, Marvel’s Wolverine, Saros, Gran Turismo 7, and Astro Bot
Focus on Hardware Exclusivity
The new commercial features voiceover work proclaiming, “These moments don’t happen anywhere else. So come and make the unthinkable happen. Only on PS5.” The campaign centers on games designed exclusively for the console, contrasting with earlier multiplatform initiatives.
While single-player adventures are retreating back behind hardware walls, PlayStation continues to support PC releases for live service games such as Helldivers 2 and Marvel Tokon: Fighting Souls. An internal town hall earlier in 2026 confirmed that single-player games will remain exclusive to the PS5 moving forward.