Destiny may be an Activision title coming out on both PlayStation and Xbox, but Sony says it has given the title the first party treatment.
"We're treating it, for all intents and purposes internally, as if it's a first-party release," Sony's UK boss Fergal Gara told Eurogamer. "We're wrapping our arms around it on all levels of the organisation. It's a special project and an important project and it has the power to launch Christmas. It's hugely important."
"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."
Sony's deal with Activision gives it the sole marketing rights to the game in the UK – which is why all the Destiny ads you've seen carry the PlayStation branding – and also secures some additional content exclusively on PS4 and PS3.
Not that any of that has stopped Microsoft giving it a go, of course. The Xbox platform holder got a good day's worth of attention last week thanks to its (now removed) cheeky Destiny Fragrance ad.
It's fantastic to have the exclusive content and the co-marketing, but it's more than that,” Gara added.
I see it as the launch pad for the whole festive season. It comes nice and early in the season. People will go out and get a new console and then they'll want more games to play on it. It really does kickstart the market for ourselves, retailers and publishers alike."