Sony is backing Uncharted 4: A Thief's End hard. The platform holder – often criticised for not promoting its first-party games – is blowing its entire budget on Naughty Dog's next big game, plastering the PlayStation 4 exclusive on London buses and around football stadiums. While we don't have a pic of the former just yet – we're informed that the capital's iconic public transport has been consumed by Drake – you can see evidence of the latter above.

The static screengrab doesn't really do this promotion justice, though. The rolling banner starts with the PS4 logo and 'For the Players' slogan all around the perimeter of the pitch, and then an animated coin toss prompts a transition to the Uncharted 4: A Thief's End logo. This isn't just any old match that the manufacturer's chosen either – it's the Champions League semi-final, which is the biggest club football competition in the world. And it's likely to run the same promotion right through to the final in Milan on 28th May.

The scary thing is, we get the distinct feeling that the firm's only just getting warmed up. How big is this game going to be?