PC and mobile undoubtedly rule the gaming market in China, but Sony is putting up an impressive fight.

Earlier in the generation, it built a successful campaign around console exclusive Black Myth: Wukong, and now it’s poised to repeat the feat with next week’s Phantom Blade Zero.

I’ve been following posts by Shenzhen-based consultant Daniel Camilo, and it’s fascinating to see just how hard the Japanese giant is pushing this game. I think these stories often get overlooked in Western media.

Earlier today, he posted a pretty high-budget commercial, which advertises the S-GAME action title specifically for the PS5. Camilo isn’t sure whether this is running on TV or in movie theatres, but it’s beginning to pop up online.

In cyberpunk city Chongqing, Sony also commissioned a giant graffiti mural, designed by the game’s art director Michael Chang. You can watch the creation of that below.

I’m sure this won’t be the last of Sony’s activations around the game, as we get closer to launch.

It’s really fascinating to see the platform holder’s marketing machine go into overdrive, and it shows how localised the organisation’s efforts can be.

While the firm focuses on GTA 6 in the west, don’t ignore the success it’s about to find with Phantom Blade Zero in the emerging console battleground of China.