PlayStation sends a love letter to the past

Good morning to all PlayStation fans <3

…The rest of you (Xbox fans), uh, hi, I guess.

It’s the 30th anniversary of our beloved console (yes, we are old.)

And Sony has brought back the OG PlayStation boot screen to celebrate.

You know, there are some sounds that just get me.

The MSN messenger nudge sound is one, the bwaaaaaam bwuuuuuuuuuum of my trusty PS2 – undefeated. Goosebumps. A small tear running down my face.

Clearly, I’m a little excited about the revival of such. Because most of the sounds that filled our tween years are no more.

But also, because its fkn awesome. I know I bag on nostalgia marketing being a cheap play. And I stand by that, but this right here, this is nostalgia done right.

You know the usual drill: brands dredge up the past, throw a few retro references at us expecting some warm fuzzies to convert to sales, and call it a day. PlayStation is out here redefining the game as per, pun totally intended.

A love letter to the past.

For a limited time, players will be able to customize the UI on their PS5 with themes from the past. The selection includes designs from each of the four previous consoles, plus a special anniversary theme.

(if you’re not choosing the PSX you’re dead to me btw.)

The brand also shared a video thanking players for 30 years of support and a sale that runs until the 20th of December.

I’m not crying, you’re crying.

Let’s be real, nostalgia has been done to death in the world of marketing, and when brands lean too hard into it, it feels like they’re trying to recreate the magic of a childhood you didn’t even have.

PlayStation on the other hand?

Nailed it.

By integrating the iconic PSX startup sound and visuals into the PS5’s latest update, PlayStation doesn’t just invite us to reminisce about the good old days. They remind us why we fell in love with gaming in the first place—and how much they’ve evolved since.

For Gen Z, it’s a fun Easter egg that links them to a piece of gaming history they weren’t even around for.

And for the rest of us? It’s like slipping into an old, worn-in hoodie that somehow still fits perfectly.

No need to rest on your laurels.

PlayStation didn’t need to “drop” this update to stay relevant.

The PS5 is already smashing it in the console wars, and the brand’s global fanbase is a force to be reckoned with.

So why bother with nostalgia? Because PlayStation knows that staying culturally relevant isn’t just about delivering the best hardware or games—it’s about keeping that connection to your roots while always innovating.

This is how PlayStation continues to dominate: they’re not trapped in the past, they’re simply celebrating it in a way that feels fresh, exciting, and totally on brand. It’s the rare brand that can have its cake and eat it too—and PlayStation proves it.

Think about it—how many times have you seen a brand slap some retro logo on a campaign and call it a day? It’s lazy, uninspired, and we can smell the desperation from a mile away.

That’s why PlayStation’s approach works. They don’t just use nostalgia as a gimmick; they integrate it into something that actually makes sense.

It’s about a feeling—the kind of connection that doesn’t come from flashing old logos in our faces but from offering something meaningful and thoughtful that resonates across generations.

How to master the nostalgia game.

Don’t merely play to the past, innovate for the future:

Nostalgia is a great tool, but don’t just drag it out of the attic when things get tough. Like PlayStation, tie your nostalgic references into something relevant today, so it feels like part of your ongoing story—not a desperate cash grab.

Keep it meaningful:

Don’t just slap an old logo on a campaign and call it a day. If you’re going to tap into the past, do it in a way that serves your brand’s narrative and adds value for your audience.

Appeal to multiple generations:

Don’t forget that nostalgia isn’t just for the old-school fans. PlayStation nailed this by using their legacy to bring new players into the fold—showing how a brand can be culturally relevant across generations.

Know your audience:

The reason PlayStation’s nostalgia strategy works so well is because it knows exactly who it’s targeting—and it’s not just the die-hard fans from the ‘90s. It’s also the Gen Z crowd who are looking for something fresh but also want to tap into a brand that’s been around forever. So, think about how your brand can appeal to both new and old fans at the same time.

When nostalgia is done right, it doesn’t feel tired or out of place.

It feels like a carefully crafted tribute that builds on what you’ve already achieved—exactly what PlayStation does with their 30th anniversary PSX boot-up sequence.

Ah Play Station. You will never not be the coolest brand on the planet.

Xbox fans – sit in the corner and think about your life decisions.

-Sophie, Writer