Sony is treating Bungie's first-person shooter as a first-party PlayStation game, despite it also being available on Xbox.

Sony has partnered with Destiny publisher Activision to co-market the game, and has forked out for a raft of exclusive content.

The deal means adverts for Destiny feature PlayStation 4 marketing only. Last week we saw Xbox UK playfully dig at the situation with its cheeky Destiny fragrance ad. "Okay, so here's the lowdown. Destiny is actually an epic new first-person shooter, available on Xbox," the site's text reads. "Thing is, we didn't have permission to run adverts for the game.

"So we didn't. Thanks for smelling that something was up. Now get the game and become a legend."

The co-marketing and exclusive content is part of a concerted effort to create the perception that Destiny is a PlayStation exclusive in the minds of gamers - or, at the very least, that Destiny is best on PlayStation. And in an interview with Eurogamer, Sony UK boss Fergal Gara said the company had backed Destiny to such a degree that it considers it a first-party title.

"We're treating it, for all intents and purposes internally, as if it's a first-party release," he said. "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."

If we look at the figures it's easy to see why. At midnight last night Destiny went on sale and this morning the PS4 shot through the one million sold mark in the UK. For Sony, Destiny is a system seller, with the £349 PS4 Destiny bundle the main attraction.

"I think a lot of people are going to decide now is the time to go and buy a PlayStation 4 because this very ambitious project has come along that looks exciting," Gara said.

"Yes, it's fantastic to have the exclusive content and the co-marketing, but it's more than that. It's a parallel track we've ridden together to get to this point. It's a lovely synergy that we're also going to have big milestones and set records next week."

http://www.eurogamer.net/articles/2014-09-09-sony-destiny-playstation-4

We've noticed. Probably because they doesn't have any actual first party releases.

It's what marketing deals are for.

Microsoft invented it, sony copied, again.

Driveclub am cry.

So what? There are marketing deals all over the place. MS have bought marketing deals and entire third party games to mask their lack of internally developed games. Sony latched onto the franchise to help their sales because this year is quiet on the first party front. I don't see the difference or an issue. None of the adverts claim exclusivity and you can clearly see that Destiny is on Xbox when you go into any gaming store.

They are publishing it in Japan and shoving the PS4 logo on pretty much every ad out there, plus the white bundle, this game kinda feels like a ps4 exclusive to an outsider

Somewhere between Knack and Killzone: SF

Wow, Sony is really proud of getting a Bungie game, hug.

That's........very harsh.

Not surprised. Their whole 2014 is highlighted by Destiny. Which overall wouldn't be too impressive without this deal.