Sony’s New ‘It Happens on PS5’ Ad Has Gone Down Exactly as You’d Expect
Sony announced in July 2026 that it would discontinue manufacturing physical discs for PlayStation platforms beginning in January 2028. This decision sparked immediate and significant backlash from the gaming community, with criticism centered on concerns about game preservation, consumer choice, and the shift toward digital-only gaming.
More than a month after the announcement, the negative sentiment persists across Sony’s social media channels, where the company continues to face criticism on virtually all of its posts, regardless of topic. This ongoing backlash has created a challenging environment for Sony’s marketing efforts, including its new “It Happens on PS5” advertising campaign, which has also been caught in the crossfire of consumer dissatisfaction.
The discontinuation of physical media represents a significant shift for the PlayStation brand, which has historically offered physical game releases as a standard option for players. The decision to move toward a digital-only distribution model by 2028 has raised concerns among players about game ownership, digital rights, and the future of physical game collecting.