Sony Treating Destiny Like a First-Party Game

"It's hugely important," Sony UK boss says.

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Though Bungie's shooter Destiny, released today, is a multiplatform titled offered for both Xbox and PlayStation platforms, Sony is treating the game as if it were a first-party exclusive. That's according to Sony UK managing director Fergal Gara, who told Eurogamer that Destiny is "hugely important" to the company now and during the all-important holiday season.

"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 organization. It's a special project and an important project and it has the power to launch Christmas. It's hugely important."

Destiny publisher Activision partnered with Sony for a co-marketing effort for the game, the aim of which is to suggest that PlayStation is the best place to play the title. If you watched Monday Night Football last night, you probably saw an ad for the Destiny that made that point. Part of the reason why Sony is pushing Destiny so hard with the co-marketing effort and loads of PlayStation-exclusive content, is because the company sees the game as a system-seller.

"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."

Overall, Gara described Destiny's release today as the "launch pad" for the upcoming holiday season. He argues that when people pick up a PS4 and a copy of Destiny (maybe even the $450 Glacier White PS4 bundle), they will eventually want more games to play. "It really does kickstart the market for ourselves, retailers, and publishers alike," Gara said.

Destiny launches today for Xbox 360, Xbox One, PlayStation 3, and PlayStation 4. It could sell as many as 15 million copies this year alone, according to one analyst. For more on the title, check out a replay of GameSpot's Destiny livestream marathon (above) and our review-in-progress.

Eddie Makuch is a news editor at GameSpot, and you can follow him on Twitter @EddieMakuch

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