The campaign is digitally focused and the consumer electronics giant is targeting key gaming sites, such as Euro Gamer, with multiple takeovers appearing next to editorial on Microsoft’s Xbox One. See images.

Other elements of the campaign include paid search executions appearing against terms, including ‘Xbox’, along with pre-roll YouTube ads appearing against videos found using search terms such ad ‘console’.

The activity comes the same week as Microsoft unveiled its Xbox One where the focus of its marketing messaging was around its multimedia functionality.

However, Sony’s recent online marketing activity appears to focus on its core gaming function and also comes the same week as it released a teaser video entitled ‘PlayStation 4 See it First at E3’. See video above.

Marketing Week requests for an interview on the executions with a Sony spokesperson were not responded to by time of publication.

Sony Playstation’s media planning and buying agency Manning Gottlieb OMD confirmed it was helping to conduct the campaign when conduct the campaign when contacted by Marketing Week.