Sony Interactive Entertainment vs Ubisoft

Sony Marketing Exec Mary Yee Discusses Brand Building

In this episode of Adweek's Marketing Vanguard podcast, host Jenny Rooney interviews Mary Yee, SVP of Marketing at Sony Interactive Entertainment. Yee discusses her career journey from accounting to marketing, her time at Clorox and as CEO of Tatcha, and her philosophy that financial literacy and analytics can strengthen brand building. She emphasizes the importance of integrating data with creativity, building brands around human connection, and using intellectual property like 'The Last of Us' to expand reach beyond core audiences. Yee also explains how PlayStation unifies hardware, games, and services under a single master brand. The conversation highlights the synergy between analytics and creativity and offers insights into successful brand management across different industries.

• Mary Yee is SVP of marketing at Sony Interactive Entertainment, overseeing the PlayStation brand globally.
• Yee's career began in public accounting before moving into brand marketing at Clorox.
• In 2021, Yee became CEO of Tatcha, a luxury skincare brand, and helped expand it into 34 countries.

Marvel's Wolverine Launches Worldwide, Exclusively on PlayStation®5

Sony Interactive Entertainment announced the worldwide launch of Marvel's Wolverine, exclusively on PlayStation 5, on September 15, 2026.

Sony scales up PlayStation advertising push

Sony appears to be building a larger advertising business around PlayStation after posting multiple ad-specific roles on its Sony Interactive Entertainment Media Solutions team in mid-2026. Openings include a global director for client partnerships (posted mid-July 2026), a director-level ad operations and technology role in San Mateo, and regional sales and operations roles in Tokyo and London. The hires signal a global ad infrastructure and monetization push covering programmatic, FAST, CTV and privacy-first data activation. Sony previously experimented with in-game and virtual-world advertising (2008) and reportedly worked on game ad insertion in 2022. Analysts note gaming captures substantial attention but currently earns a small share of digital ad spend, creating opportunity for monetization.

• Sony posted multiple ad-focused roles on its Sony Interactive Entertainment Media Solutions team in mid-2026, including a global director for client partnerships (posted mid-July 2026).
• A director-level ad operations and technology role at Sony Interactive Entertainment’s San Mateo headquarters is live and tasked with building global ad technology and operations (ad serving, programmatic, audience targeting, measurement, privacy-first data activation).
• A London advertising operations posting (described as part of PlayStation’s newly formed advertising organisation) was posted before early summer 2026 and removed before Aug. 3, 2026; a Tokyo client partner ad sales posting went up in mid-to-late July 2026 and remained live.

Who Spent Most on Gamescom Booths?

A MobileGamer walkthrough of Gamescom exhibitor booths (published 2026-08-26) surveys major exhibitors and standout stands across Halls 6–9. The piece highlights big presences from Tencent (Level Infinite / Tencent Games), Hoyoverse, Ubisoft, EA, NetEase, Google Play (Google), Huawei, Epic Games, Nintendo, Samsung and others, noting large game-focused activations such as Arknights: Endfield and Honor of Kings World. The author suggests Tencent was likely the biggest spender on booth space and describes a mix of PC/console and mobile-focused staging and branded experiential displays across the show floors.

• MobileGamer published a walkthrough of Gamescom exhibitor booths on 2026-08-26.
• Hoyoverse showcased multiple titles (Petit Planet, Honkai Nexus Anima, Genshin Impact, Star Rail, Zenless Zone Zero) in Hall 6.
• Halls 6–9 featured large stands from Tencent (Level Infinite / Tencent Games), Ubisoft, EA, NetEase, Google (Google Play), Huawei, Epic Games, Nintendo and Samsung.

Invincible Boosts Ubisoft Mobile Revenue Share

Ubisoft said mobile’s share of group net bookings nearly doubled in Q1 after the launch of Invincible: Guarding the Globe, which benefited from the March release of the fourth season of the Invincible TV series and a new in‑game character that improved acquisition, retention and monetisation. Ubisoft reported group net bookings of $291m (€256m) for the quarter, down 9% year‑on‑year but slightly ahead of guidance. Mobile’s share of total net bookings rose to 19%, up from 10% in the same period last year; Ubisoft did not disclose absolute mobile revenue figures. The earnings report makes little mention of other recent mobile launches — Rainbow Six Mobile is not referenced and The Division Resurgence is only listed as a digital‑only PC title in the Q2 schedule.

• Ubisoft reported group net bookings of $291m (€256m) for the quarter, down 9% year‑on‑year.
• Ubisoft’s mobile share of total group net bookings rose to 19% in the quarter, up from 10% year‑over‑year.
• Mobile growth was driven by Invincible: Guarding the Globe, linked to the March release of Invincible TV season 4 and the introduction of a new in‑game character.

Ubisoft Q1: Mobile Net Bookings Share Nearly Doubles

Ubisoft reported that mobile's share of its net bookings rose from 10% to 19% in Q1 of its new fiscal year, the largest platform growth. Consoles fell from 50% to 46%, PC rose slightly to 27%, and the 'other' category declined to 8%. The company generated €255.8 million ($291m) in Q1 net bookings, down 9% year‑on‑year but slightly above guidance, driven by a record quarter from the mobile game Invincible: Guarding the Globe. Digital sales fell to 81% of net bookings from 89% a year earlier. Ubisoft CEO Yves Guillemot highlighted the game's contribution and reiterated disciplined execution and investment ahead of a stronger content cycle.

• Ubisoft's mobile share of net bookings rose from 10% to 19% in Q1 year‑over‑year.
• Console share of net bookings fell from 50% to 46%; PC rose from 26% to 27%; 'Other' fell from 14% to 8%.
• Ubisoft generated €255.8 million ($291 million) in Q1 net bookings, down 9% year‑on‑year.