Sony would love it if you forgot that Destiny isn’t really theirs

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You may have heard that Destiny launched last night. You’ve likely seen advertising that would imply it was nothing short of the best thing ever on PlayStation. It’s on Microsoft’s console as well, but aside from a midnight launch event at some Microsoft stores, and a clever web page for a fake fragrance, there hasn’t been much made of the fact that you can play Bungie’s latest on Xbox.

Sony’s gotten all the good stuff, including a lot of exclusive bits and bobs in the PlayStation version of Destiny. That’s because of co-marketing. Sony helps to advertise the game, saving Activision some money. In return, Sony gets the chance to brand the game as theirs in most gamers’ minds. Sony UK head Fergal Gara told Eurogamer that the game is so important to the company that they are handling it as they would an in-house developed title.

“We’re treating it, for all intents and purposes internally, as if it’s a first-party release. We’re wrapping our arms around it on all levels of the organisation. It’s a special project and an important project and it has the power to launch Christmas. It’s hugely important.”

Will the co-marketing effort pay off for Sony? Probably. These kinds of co-marketing efforts usually do exactly what they’re intended to do. Sony’s console is already in first place as far as sales, so it makes sense for Activision to push that version anyway. (You can see that the majority of Destiny players on Quarter to Three have opted for the PlayStation so far.) Last generation, Microsoft and Activision partnered on Call of Duty installments and both parties benefitted. With Bungie’s ten year strategic plan, it remains to be seen if this generation will be defined by Destiny and Sony.

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