Cod Bo3

Easily one of the biggest megatons of Sony's E3 2015 press conference was the fact that the Japanese giant had somehow stolen the marketing rights for Call of Duty: Black Ops III from Microsoft, despite the fact that the franchise has been an Xbox staple for years upon years now. The marketing deal that the American company had with Activision ensured that Xbox players would have access to downloadable content earlier than the competition, but that's being reversed this time around thanks to the publisher's new agreement with Sony.

So, how did such a deal come about? In an interview with GameSpot, Sony's always enthusiastic Adam Boyes told the publication that "well, I think the first thing was we've had a great relationship with Activision around Destiny, and I'm a huge fan of that." Boyes goes on to say that as soon as he saw it, he knew that Black Ops III was something that Sony wanted a piece of, saying that "we fell in love instantly".

"And so obviously, we just continued talking with our partners at Activision and worked something out. And now we've got I think a great benefit to all the gamers," Boyes concludes. The deal marks a huge event in what's already looking like a thrilling console generation, and it's clear that Sony's relationships with third party publishers is now one of its real strengths, as evidenced by how many agreements it currently has with various other firms.

But what do you make of Sony's dealings? Are you happy to see the company cement its relations with other industry heavyweights? Rant about exclusive DLC in the comments section below.