To launch Ghost of Yōtei, PlayStation brought the spirit of the game out of the console and into the streets. The campaign translated the world of the title — its precision, tension, craftsmanship and iconic weaponry — into a series of real-world urban interventions designed to make people feel that the game had crossed into everyday life. Outdoor media was cut, sharpened and transformed as if struck by the weapons from the game. A traditional knife sharpener became a living media touchpoint, turning a familiar street figure into a surprising connection with the Yōtei universe. And one of Madrid’s transport stations was temporarily transformed into “Yōtei Station”, creating an immersive encounter for fans and passers-by alike. Rather than simply announcing a new release, the campaign created a physical experience around it. Every execution was built to generate curiosity among the general public while rewarding players with authentic details from the game’s world. The result was a launch that turned Ghost of Yōtei into more than a videogame release: a cultural moment that moved through the city, sparked conversation and proved that PlayStation worlds can be experienced far beyond the screen.