PlayStation Fans Think New PS5 Ads Are Mocking Microsoft’s ‘This Is an Xbox’ Campaign

PlayStation fans believe a new set of advertisements for the PS5 are poking fun at Microsoft’s controversial ‘This Is An Xbox’ campaign. On November 3, PlayStation kicked off the month with multiple new advertisements for the PS5, featuring the slogan, ‘It Happens On PS5.’ But fans were quick to question whether or not the company was poking fun at Xbox’s divisive campaign, which has been a talking point among gamers for most of the year.

Microsoft’s controversial ‘This Is An Xbox’ strategy has been criticized by gamers, executives, and just about everyone imaginable this year. The company first launched the campaign in November 2024, comparing Xbox’s flagship consoles, the Series S and X, to pretty much every electronic device on the market, including tablets, phones, TVs, and more. While the concept of being able to play Xbox games anywhere and everywhere may be great for those on the go, fans believe the marketing campaign is diluting the brand and taking away the whole point of owning an Xbox.

Fans Think New PS5 Ad Is Mocking Xbox Campaign

As more and more Xbox exclusives make their way to PS5, it’s clear that the company’s strategy is undergoing a major shift. This new strategy isn’t something fans are fond of, and now they believe that even PlayStation is mocking its biggest rival. On November 3, the company released new PS5 adverts with the slogan, ‘It Happens On PS5,’ which some believe to be a direct counter to ‘This Is An Xbox.’ One user on Reddit said, “From a marketing standpoint, what a perfect response to This Is an Xbox.”

Microsoft’s decision to market everything as an Xbox has already led to speculation about what the studio’s next console could look like, and a recent rumor has now reinforced what many already expected. Late last month, a new report emerged that claimed the next Xbox console will be more like a PC with the ability to play PlayStation games directly from Steam. It was reported that users will be able to boot directly into Windows and access non-Microsoft storefronts, such as the Epic Games Store or Steam.

Phil Spencer Comments on Controversial Xbox Marketing Campaign

Xbox has also been bringing more and more of its exclusive titles, such as Gears of War, Forza Horizon, Halo, and many more, to PlayStation 5 in recent months. If that wasn’t already enough confirmation that the studio is undergoing some major strategy changes, Xbox’s president recently commented on console exclusive games, calling the concept “antiquated.”