“This format, verses buying a 30-second ad unit, is appealing as it creates an event feel and offers a more unique approach on how we reach existing and new fans,” said Asad Qizilbash, vp of marketing for PlayStation. “The more we are able to eventize media buys, the bigger impact we see to present PlayStation as a leader in gaming content.”
PlayStation saw a big audience overlap between Family Guy viewers and action game fans, and Qizilbash noted that Sunday’s episode fell within its “critical” six-week launch window for God of War.
“When we evaluate media partner opportunities, we look at three things: the right audience alignment, the right time—proximity to launch—and strength and reach of our distinguished partners. Family Guy checked all the boxes,” said Qizilbash.