From Nintendo to KFC, how brands reacted to the PlayStation disc controversy

Unsurprisingly, gamers have had a lot to say about the announcement that PlayStation games will no longer be available on discs from January 2028. Some saw the move as inevitable, but many are disappointed, and some just can't understand how Sony's comms team thought it made sense to break the news just after revealing that hundreds of films will be deleted from players' accounts.

The digital artist Beeple had a take on PlayStation controversy, and many brands were also keen to make their contribution. Some expressed solidarity with gamers while many saw the opportunity for parody, with varying degrees of success. This created a kind of April Fools' Day in July. But whose response hit the right tone, and who ended up looking the fool themselves?

Nintendo alluded to the PlayStation issue on its US X account. Featuring elephant Mario, the post was humourous, but you know what they say about glass houses. Some long-time Nintendo fans were keen to point out that a cartridge with a key card is not the same as a cartridge with a game. Maybe this was one to sit out, Nintendo.

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Gaming and fast food have a close relationship. KFC in particular has long treated gamers a key part of its audience, creating one of the weirdest console designs and turning fake game ads into real games. As an almost gaming adjacent brand by now, its mocking of Sony was one of the most successful among big brands.

On its Spanish X account, it said it would no longer offer food in physical format and would only be available via the app as "fake PNGs". Inundated with questions, it doubled down with the promise of DLC with sauces to follow in a year's time as well as a FriedChicken Pass "for a modest monthly fee". Pirating PNGs via Pinterest would not be tolerated, it warned.

Rival Domino's Pizza took a similarly satirical tone via its UK X account. It announced that it was transitioning to the digital pizzas only. "Consumers will be able to download our full range of delicious pizza codes, and using the power of imagination, enjoy them in an entirely virtual sense," it announced.

"At least the digital version will arrive on time," one person quips in the comments.

Meanwhile, the car maker Delorean jumped in just to remind people that it still exists.

Most of the responses to the PlayStation controversy came from tech-oriented companies. Many of them also saw the opportunity for parody but going the other way and announcing that their digital product would go physical. Several cited 1 April as the transition date, which felt like a bit of a cop out.

ProtonVPN said it would be sending employees to customers. The cybersecurity firm, Malwarebytes had a similar idea, promising to escort customers to doctor's appointments to clear them of any viruses.

In the gaming space, the jokes were plentiful too. The Esports Awards said it would no longer make physical trophies, while the gaming chair company RESPAWN said chairs would be distributed via codes.

Some brands in the sector took a serious stance, particularly retailers.

GameFly declared itself "committed to renting physical media, be it games or movies until they pry the discs from our soft, moisturized hands". Iam8bit argued that physical games are a vital part of preservation, ownership, and consumer choices, proclaiming "Long live physical media".

Game issued a call to arms on its Spanish X account: "Video game lovers, it's time to defend what matters to us," it declared. Loot Box Gaming agreed. "It's just voting with your wallet. These companies will feel the pressure if their finances drop," it suggested on X

With debate raging over Sony's decision, there's plenty of scope for brands to contribute if they have something genuine to say. KFC Spain's intervention was one of the most successful because it has a past relationship with gaming. It took a satirical approach but with enough attention to detail to show that it knew its audience and understood what the concerns are.

From some other brands, the parody was more confusing. Sometimes it wasn't clear if they were were poking fun at Sony or mocking gamers' responses – or just jumping on a trend.