PlayStation launched a new It Happens on PS5 campaign on August 17, putting the console’s current lineup and upcoming releases at the center of a fast-moving hero advertisement. The campaign’s August 17 announcement presents PS5 as the place for new adventures featuring Marvel’s Wolverine, 007 First Light, God of War Laufey, and Grand Theft Auto VI.
The advert moves through a series of larger-than-life scenes rather than focusing on one specific game. Giannis Antetokounmpo’s basketball skills make the streets bounce, while a high-speed jet ski chase adds another burst of chaos to the presentation.
It Happens on PS5 expands beyond the advertisement
The campaign will also appear outside the screen through creators, special installations, and themed activations in different parts of the world. With Marvel’s Wolverine launching on September 15, 2026, players in France may encounter challenge pods inspired by the game, while Australia will host a Berserker Mode activation.
Players in the UK, Canada, and Spain may also come across large Sentinel head installations. Other locations will celebrate memorable moments from fan-favorite PS5 games, giving the campaign a physical presence alongside its main advertisement.
The lineup featured in the campaign covers both games already available on PS5 and releases still ahead, with PlayStation presenting the console’s biggest moments as experiences that can spill into the real world.
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