Unless you’ve been living under a rock, you’ve seen some advertisements for Destiny, the shooter from Bungie and Activision set to release on Tuesday. If you’re anticipating it, at all, you’ve also noticed that these ads tend to favor Sony quite heavily. Like Grand Theft Auto V last year, Sony has taken great pains to convey to the viewers of these ads that PlayStation is the place to play Destiny, likely at great cost to their advertising budget.
It’s likely Microsoft isn’t too happy that its estranged second-party developer is so cozy with their competitor, but what can you do?
Well, in the U.K., you put out the image above. The Microsoft UK Twitter account shared the image, and ran it as a print ad as well. The fragrance image on its own is cute and clever, but the text to the side, which says that Microsoft UK “didn’t have permission to run adverts for the game” takes a slightly more direct shot at Activision, something Activision certainly wouldn’t have been pleased with.
While Microsoft is a massive company, Activision is easily the biggest game publisher in the world. If they decide to work with one console manufacturer, they kind of have the other over a barrel.
Now the website is gone, with a simple message:
Activision hasn’t yet commented publicly on the issue, but it’s likely some conversations have gone on behind closed doors.