Microsoft can’t advertise Destiny on Xbox, so it’s created this fragrance instead

Destiny is a first-person shooter set in space, coming out next week. You might have heard of it.

Thing is, the advertising for Destiny has focused so much on the PlayStation 3 and PlayStation 4 versions of the game, it almost feels like a PlayStation-exclusive. At least that’s how the marketing folk over at Microsoft are taking it.

They’ve come up with an online campaign that packages Destiny as a new fragrance by Xbox, apparently getting round the fact that Microsoft doesn’t have permission to run advertising for the highly anticipated game, which publisher Activision has invested $500 million in.

Clicking on the “discover more” icon at the Destiny Fragrance website, promoted by the official Xbox UK Twitter account this morning, leads to a message that smells a little like sour grapes.

“Okay, so here’s the lowdown,” it reads. “Destiny is actually an epic new first-person shooter, available on Xbox. Thing is, we didn’t have permission to run adverts for the game. So we didn’t. Thanks for smelling that something was up. Now get the game and become a legend.”

Above: Microsoft’s message to Xbox Destiny fans.

Image Credit: Dan Crawley

As well as being the focus of Destiny’s advertising campaign, Sony’s PlayStation 3 and PlayStation 4 consoles are also getting bonus in-game content, thanks to an agreement between Sony and developer Bungie. PlayStation gamers get an exclusive multiplayer map, a Strike mission, three sets of armor, two weapons, and three spacecraft. Destiny also had an exclusive alpha testing period on PlayStation 4 and the first taste of its public beta went to PlayStation gamers.

Despite its close relationship with Sony on Destiny, Bungie — previously responsible for the Xbox and PC-exclusive Halo series — has stressed that it loves Xbox and PlayStation fans equally.

You can watch one of the PlayStation-focused TV spots for Destiny below.