Australia – Tapping into demands for phygital gaming experiences, the gaming brand is working with Australian restaurants and delivery platform Deliveroo to bring virtual dishes to life. Focusing on games such as Uncharted and Ratchet & Clank, the PlayStation to Plate campaign features restaurants Mary’s, The Italian Bowl and Bistro Morga recreating in-game foods as edible menu items.
The campaign by creative experience agency Amplify recognises the opportunity to promote food and drink in association with popular media and entertainment platforms. ‘By surfacing the attention to detail that goes into even the incidental food found in gaming universes, we hope to give new audiences a flavour of the rich, immersive worlds and stories, found only on PlayStation,’ says Tim Baggott, creative director at Amplify.
In an age when much of our social interaction and cultural experience exists in online spaces, PlayStation is tapping into Media Kitchens, bringing fictional or digital foods into real-life existence.
For food brands, restaurants and retailers, gaming spaces not only offer novel marketing opportunities but ways to entice and engage audiences who can spend hours in-game