Sony doubles down on return to exclusivity with new ‘Only on PS5’ ad

After dipping its toes back and forth into the PC gaming space throughout this current console generation, Sony seems to have finally decided that its stint in the multi-platform sector has come to an end. Following multiple reports from insiders and even a statement from the CEO of PlayStation, Sony has now released a new ‘Only on PS5’ marketing campaign.

For many years, most Sony-published titles would have their marketing adorned with the tagline ‘only on PlayStation’. As they began to experiment with bringing titles to PC (and even some select live-service games to Xbox), we began to see a new tagline: “It Happens on PS5”.

Given that the console maker appears to once again be returning to exclusivity (at least when it comes to single-player offerings), it would make sense for their marketing to reflect this.

Releasing a brand new video to YouTube which is structured very much like an ad for TV or for use as pre-roll, Sony has now launched its ‘Only on PS5’ campaign, writing: “Battle monstrous foes, come face to face with gods and… Become a sponge. Only on PS5.”

The video features a plethora of true PlayStation 5 exclusives, including the likes of Ghost of Yotei; Gran Turismo 7; Astro Bot; Marvel’s Wolverine; God of War Laufey and SAROS. Curiously, the end of the video still concludes with the previous “It Happens on PS5” and so perhaps they are trying out both taglines.

Sony’s multi-platform release plans had always been somewhat inconsistent, with different titles being exclusive to the console for varying amounts of time. Then, there were some – like GT7 – which were expected to come to PC, but ultimately never did; and now seemingly never will. It will be interesting to see whether Sony chooses to more widely adopt this new moniker.

KitGuru says: What do you think of Sony’s seeming return to true exclusivity? Of the games advertised, which one would you most want to see ported to other systems? Let us know down below.

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