Ghost of Yotei

Spain is a hugely competitive gaming market where blockbuster releases compete not just for sales but also for cultural relevance.

Ghost of Yotei was one of the most anticipated new titles for PS5. Set in a visually striking but unforgiving Japan, the key character, Atsu, embarks on a relentless journey marked by tragedy.

Our mission was to connect a tale from 16th Century Japan with gamers in 21st Century Spain.

We saw an opportunity to connect the game’s central metaphor – blades, sharpness, revenge – with Spanish cultural codes and its outdoor culture, making the game culturally unavoidable.

We transformed outdoor into the narrative with blades, sharpness and revenge roaming the streets of Madrid.

Slashed billboards embodied the game story, a traditional Spanish knife sharpener was converted into a roaming media channel, and a full-scale takeover of Atocha station as “Yotei Station,” where even the seats were “cut” and fans received a free cortado.

We brought a digital story into the physical world for fans to experience.

Ghost of Yotei became one of the strongest releases in PlayStation’s history in Spain.

The launch exceeded projections by 8% and delivered results 200% above forecast. PS5’s market share grew 60% following the campaign.

Fans searched for hidden objects across the city and visited Yotei Station in person, with more than 3M people experiencing the installation.