On the internet, certain phrases act like a starter pistol. “Special announcement.” “God of War.” When you put them together, a very specific type of hype is born. It’s the kind of breathless anticipation that gets gamers — a species known for their skepticism — dreaming about a new title reveal, a remastered collection of the old Greek games, or even some wild teaser for the next chapter in Kratos’s saga.
A controller wasn’t on the list.
That’s what Sony dropped this week to “celebrate” the 20th anniversary of the God of War franchise: a slick, but ultimately very standard, DualSense controller. To their credit, it’s not ugly. It’s got that ghostly white finish, like Kratos’s skin, with streaks of crimson running across the triggers, reminiscent of his iconic red tattoo. For a piece of branded hardware, it works.
It also costs $85.
And that, right there, is the rub. For a series that has reinvented itself twice, transforming a one-note killer into one of gaming’s most complex antiheroes, the “celebration” felt less like an epic event and more like a cash grab. This is PlayStation royalty. And when fans hear “celebration,” they aren’t thinking about merch; they’re thinking about content.
They wanted a new journey. They got a commemorative accessory.
The social media reaction was swift and predictable. Fans, who had spent weeks conjuring up elaborate theories about what Sony had in store, went from frothing at the mouth to venting their disappointment. The collective vibe was one of disbelief, a kind of “Is this a joke?” energy that has become the default setting for the internet when a company misreads the room.
Sony, in a statement, tried to manage the fallout, suggesting this was just the first part of a larger anniversary plan. Maybe so. Maybe a bigger announcement is still coming down the pike. But the entire episode is a stark illustration of the growing disconnect between what players want and what publishers are willing to sell them. Gamers want substance, a new story to dive into, something that honors the legacy of a franchise. The companies, meanwhile, are all too happy to sell them expensive pieces of plastic.
The God of War saga, at its heart, has always been about something more than just brand recognition. It’s about a journey, about rage and redemption, about a father and a son. Celebrating that legacy with an $85 controller feels less like a tribute and more like a reminder that, in the world of big-budget gaming, every moment is ultimately a business opportunity.
Until Sony delivers something more, this anniversary feels like a missed opportunity. It’s a moment that could have been a celebration of one of gaming’s great stories but instead just feels like another Tuesday in the marketing department.
