Destiny PS4

You’ve probably already noticed, but Sony is backing Destiny hard. The manufacturer is often criticised for its poor marketing, but ever since the PlayStation 4’s launch last year, it’s done a brilliant job of putting its latest platform in the face of consumers. And that strategy has come to a head this week, with the release of Activision’s newest mega brand.

“We're treating it, for all intents and purposes internally, as if it's a first-party release,” SCEUK boss Fergal Gara admitted in an interview with “We're wrapping our arms around it on all levels of the organisation. It's a special project and an important project and it has the power to launch Christmas. It's hugely important."

While it usually leaves third-party partnerships to Microsoft, the Japanese giant has been heavily promoting Bungie’s ambitious first-person shooter for over a year now, dedicating lengthy press conference segments to the release – and even redecorating the PlayStation Blog with the title. And according to Gara, that’s going to result in some smashed sales records.

“I think that a lot of people are going to decide that now is the time to go and buy a PS4 because this very ambitious project has come along that looks exciting,” he continued. “It's a parallel track that we've ridden [with Activision] to get to this point. It's a lovely synergy that we're also going to have big milestones and set records.”

In fact, the outspoken executive reckons that this week will be the console’s biggest since December 2013, a statistic partially represented by the fact that the format surpassed one million units sold in the UK earlier today. The game may also be coming to Xbox, but it’s a system seller for sure – and the firm deserves kudos for recognising that when the deal was signed over two years ago.