Using sport as a bridge to wider culture

It was one of the biggest moments for PlayStation in seven years – the launch of a brand-new console, the PlayStation 5. 

Amidst a global pandemic, traditional launch and retail events were out the window. But by using sport as a bridge to wider culture, PlayStation delivered the biggest console launch in their history and became the gaming brand of choice for global fans in 2020.

Using the first launch in seven years to entertain and engage sports fans, we created cultural moments to bring fans and athletes together around the promise that ‘Play Has No Limits.’


From Naomi Osaka to Cristiano Ronaldo, Kylian Mbappe, Marcus Rashford, Nicola Adams, Lewis Hamilton, and Hollywood actors Michael B Jordan and Jack Black, first-play content was created across 38 countries achieving unprecedented results and surpassing all stretch targets at time of launch.

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