Prior to Xbox’s acquisition of Activision, Sony would invest ungodly sums of money into Call of Duty’s marketing.
This year, it’s decided to put that money behind rival Battlefield 6 instead, and the marketing is beginning to appear all around the world.
For example, this billboard spotted in Hollywood shows the key art from the upcoming first-person shooter alongside PS5 branding:
Battlefield 6 Marketing With PlayStation Kicks Off:#Battlefield6
Hollywood, US: pic.twitter.com/lssW3IpMp5
— @Zuby_Tech (@Zuby_Tech) October 7, 2025
London buses are also beginning to roll out in the UK, again featuring PlayStation’s logo and slogan:
Any of my London gang found a BF6 bus yet 👀👀 pic.twitter.com/e3y1vbSEoA— Alexia Christofi (@Lex_mate) October 7, 2025
It’s not the first time Sony’s marketed a Battlefield game, but this alliance makes particular sense with Call of Duty now under Xbox’s umbrella.
Black Ops 7 will, of course, still release on the PS5 – and it’ll probably sell best there, as Sony’s system accounted for 82% of the previous title’s launch month sales in the US.
But to be honest, this outcome may be best overall for PlayStation: it struck a deal with Activision, lowering its royalties in return for priority support. Now, the game sells best on PS5 anyway, and it’s not sacrificing any of its royalties.
It’ll be interesting to see just how fierce Blacks Op 7’s marketing is when it comes out, and whether it can maintain pace with the money both EA and Sony are investing into Battlefield 6.
Call of Duty is still the bigger brand overall, of course, but this is going to be a fascinating sub-plot to round out the year.
Related Games
See Also
As the Editor of Push Square, Sammy has over 15 years of experience analysing the world of PlayStation, from PS3 through PS5 and everything in between. He’s an expert on PS Studios and industry matters, as well as sports games and simulators. He also enjoys RPGs when he has the time to dedicate to them, and is a bit of a gacha whale.