By Jon Scarr
PlayStation approached Ghost of Yōtei as a worldwide event, not just a typical game launch. Sony Interactive Entertainment built a global moment around it, focusing on culture, creativity, and community. Their teams worked across regions, partnering with lifestyle brands, travel companies, and creators to make the release feel much bigger than a typical game launch.
Ghost of Yōtei carries the legacy of Ghost of Tsushima, but Sony wanted to show that this new story stands on its own. The company focused on themes of art, travel, and Japanese culture to give the game a broader presence around the world. The result was a coordinated set of activations that blended gaming with food, fashion, exploration, and local community events.
Below is a look at how PlayStation approached the launch and why these global activations created such a wide-reaching moment.
Brand Collaborations Across the World
Sony partnered with several global and regional brands to extend Ghost of Yōtei beyond traditional gaming spaces. Each collaboration added a different angle, connecting the game with lifestyle, travel, and culture.
Red Bull
A co-branded cartoon used Red Bull’s signature style. It appeared across digital ads, retail displays, and social media, supported by influencer kits based on the game’s visual identity.
Sapporo (U.S.)
Sapporo featured limited-edition packaging tied to the game. Purchasers also received an in-game reward.
Klook (Asia)
Klook designed travel experiences inspired by the game’s Hokkaido setting. This included influencer tours, giveaways, contests, and exclusive itineraries for travelers booking select experiences.
Faber-Castell (Germany, Austria)
Ghost of Yōtei inspired limited-edition box sets featuring four concept art prints, highlighting the artistry behind the game.
Sushi Roll (Mexico)
Sushi Roll introduced a custom Yōtei Roll for diners, supported by influencer content and a coordinated PR and social strategy.
These partnerships show how PlayStation uses lifestyle brands to expand awareness. It also shows how a game launch can connect with people through food, travel, and art, not just trailers and ads.
Local Activations That Built a Global Moment
Sony’s regional teams created events tailored to local communities. Even though each activation was different, they all contributed to one global story for Ghost of Yōtei.
Netherlands
A community photo mode competition encouraged fans to capture their best in-game moments. Influencers shared tips and tricks, and the Storyworld Museum hosted a mini exhibition. More than 35 creators and journalists participated, mixing art, photography, and gameplay.
Mexico
With Sushi Roll already involved, Sony expanded the partnership by hosting a culinary master class. This event connected lifestyle and food influencers with the game’s themes and introduced it to new audiences interested in Japanese culture.
Brazil
Brazil’s activation leaned on streaming. Over 200,000 hours were watched during launch week. A local partnership with Twitch placed Ghost of Yōtei on the platform’s homepage. The team also offered targeted codes, merchandise drops, creator office visits, and hands-on streaming sessions.
These regional approaches show how Sony adapts to each market. The result feels unified, but still tuned to local interests and communities.
A Look at the Bigger Picture
Ghost of Yōtei’s launch highlights how Sony Interactive Entertainment blends creativity, collaboration, and cultural influence across multiple regions. Even though each activation was unique, they all added to one larger story for the game. It reflects a growing trend where major releases extend beyond trailers and traditional marketing. They connect through lifestyle moments, travel, food, art, and creator-led community events.
As a gamer, it is interesting to see how these campaigns feel more connected to everyday life. You can tell PlayStation wanted Ghost of Yōtei to reach different audiences in different ways. It is a reminder of how global launches now aim for scale and creativity, not just hype. And honestly, it is cool to see how far these collaborations reach when a game sparks this kind of inspiration.