The gameboy with the tribal tats is killing me.
this post was submitted on 13 Jul 2025
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This is probably going to seem wildly low-effort compared to my usual posts here, but I've found a bit of a treasure trove of print media gaming ads from magazines and sites. And they're amazing. I found it so fun to see what companies used to do to promote their games.
Things have clearly changed a lot over time, some of them are insensitive or even outright sexist, but if you just look at it through a lens of being a time capsule, it's fun.
This one's going to be very image-heavy. If you're using Boost on iOS then you might struggle to scroll through this (or maybe not? It's happened with all my other posts though, so you've been warned), if that happens just visit using your browser :)
Game Boy Advance/SP:
The 'feet' collection were from an ad company in Stockholm, in 2005. I think it is to mean you're using hands to play the GBA, and only have feet left to use for real life:
PS2:
Nintendo Game Cube:
And that's that! Just interesting to see a time when gaming was a little more experimental and edgy.
I like the Nintendo ones, there were 'risky' ads here, now they're very conservative
My thoughts exactly. Some of these ads are just plain weird in a way that they would never dare today.
They were always conservative. A few years before these ads Nintendo participated in Senate hearings where they advocated for censoring the entire medium. They just had a "fellow kids" period in the early 2000s. Luckily, judging by the sales of the GameCube, most people weren't fooled.
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There is only one magazine video game advertisement I really remember from seeing in the wild in an actual magazine, and that was the Quake 3 Arena one of a computer in a crusty-as-fuck basement bathroom in front of a toilet with just a super dirty setup.
It feels VERY Quake-esque, too. So they nailed that image!
Wow this is incredible, thanks for sharing. I find it funny that Nintendo fostered their famiy friendly appeal seemingly right after the GameCube and GameBoy Advance. Those particular ads are saucy.
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This is probably going to seem wildly low-effort compared to my usual posts here
My man, you just compiled tons of obscure posters from the corners of the Internet. I admire your dedication, and this does take an effort.
*Miss, not man!!!
(I'm just glad people enjoy all this weirdness as much as I do!)
My apologies, I missed that one!
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What the fuck were the PS2 marketing team smoking?!
There's more, but I suppose...back then shock was a tactic, the gaming industry wasn't as clean cut and commercialized as it is now, and they were appealing to a certain demographic?!
Blame Nintendo.
Back in the early 1980s fresh off the video game crash of 1983, Nintendo was on the verge of releasing the Famicom in Japan, and needed a way to market the console in America.
There was just one rule. In America, video games were dead. A fad. Disco was dead, and so were video games. So it wasn't a Famicom. It was a Nintendo Entertainment System.
In stores like Woolworths (think Walmart but not terrible) and Hills (think Target, but also a bit shady) they tried marketing the NES as an Entertainment system. It wasn't a video game. It was an appliance. Like a VCR. It was the only way to get stores to agree to stock the damn thing. No store wanted the risk of a video game.
Well, after a year of selling, and research Nintendo found kids were the main target of their product.
So they shifted away from the electronics section and into the toy isle. There was just one problem. Toy stores in America were divided. Some isles carried toys for boys, and the other half of the isles carried the toys for girls.
A bit of market research showed that interest in Nintendo shifted slightly more towards boys. 55%‐45%.
What happens next is the key to the PS2 ads.
Nintendo chose to carry the NES in the boys section of the toy isles. Which had an IMMEDIATE influence over not only the marketing in America, but also the direction developers took their games.
There was a clear shift towards the games AND the marketing being geared towards boys 5-13.
Nintendo then DOMINATED the video game landscape. Seriously. If your mom today is roughly 80 years old, theres a pretty good chance she calls all video games "Nintendos" (regardless of brand), the same way she calls all tissues "kleenex". Or if you're from the south (especially Georgia) all soft drinks "coke". Could be orange soda, it's a coke. Just like it's one of those Xbox 1080p Nintendos.
Well by the time of the PS2 days, that influence, even though Sony had nothing to do with it, had caked over. Video games were now very male centric, and the age range grew up with them.
In the late 80s, you were 5 years old playing super mario bros. In the mid 90s, you were 13 playing tomb raider and argueing with friends over the validity of a nude cheat code. And by 2001 you were 18 and horny, and....hey, look at these ads for the PS2. They're edgy!
And that is my TedTalk on why raunchy dreamcast ads, and raunchy PS2 ads goes all the way back to the atari 2600 game crashing the whole industry worldwide 20 years earlier.
That, and puberty.
A bit of market research showed that interest in Nintendo shifted slightly more towards boys. 55%‐45%.
Need a source on this. The more appropriate action in those days with those numbers would've been to sell a blue version to boys and a pink version to girls.
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I'm surprised you didn't include this one:
Edit: Link to creator:
I just wanted to have actual, official ones shared!
This one is not official, it was done by a girl who goes by shy smith three years or so ago, she just tried her best to make a photo in the 'style' of the old Y2K era, and the days of PS2 ads and...everyone ended up believing it was real. She did such an amazing job of it, this one often gets shared as if it were done for Sony.
And...to be fair, the actual official ones got way worse than those I included:
Oh god how is that meant to boost PS2 sales 😂😂😂
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Those PS2 underwear ones are fucking wild
They had bizarre TV adverts as well. You could never accuse early 2000s Sony of not getting weird with it.
I don't know if any of it really helped. It rode in on the already wildly successful PS1. It had a DVD player in it back when a DVD player was quite expensive. It had SSX and Tekken Tag at UK launch. It could play all your PS1 games and "upscale" them. The only competition it had at launch was the Dreamcast. It was going to sell anyway.
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Whatever we gained by losing these, it was not worth it.
I'm surprised you didn't post that PSP ad with the white lady beating the shit out of the black lady....to promote the sale of a white PSP.
Never heard of this ad since i was a kid at the time and not Dutch. Here it is.
Wow.
https://www.polygon.com/2017/4/5/15190396/sony-psp-ad-white-is-coming-pepsi-kendall-jenner
OK this cements my belief that people who work in marketing are batshit insane.
Even after seeing backlash, they doubled down and kept running the ad.
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See they should have done a Charlie's Angels type thing, have them standing kind of back to back like they're on the same team. But I guess that won't have been as controversial.
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We need to go back. Everything now is too sterile. Publishers do not take any risks on games anymore. We don't get games like Illbleed or Burnout from AAA funding anymore. Games that look at a genre and really ask what actually belongs in that genre.
Nowadays its all unoptimized Unreal Engine copy-paste Over the Shoulder perspective slop.
Indie is being more experimental these days simply because of how easy it is to develop video games now, but still lacks the necessary funding to create experiences on par with what AAA can offer.
To be fair, an indie dev just tossing stuff together on the weekends and evenings has everything needed in these accessible game engines to build a AAA title of 15+ years ago.
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Those PS2 ones are fucking awesome, thanks!
Half of that ad budget went to cocaine for sure.
love that a lot of their ads were just "be fucking weird and surreal, then people will look, and BAM! PS2 logo."
The over-the-top edgy/"how do you do, fellow kids?" vibes of the early y2k years is definitely something that I don't miss from that era.
I can somehow hear Linking Park in the distance while scrolling this post.
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The kirby choking one has to become a meme template !
I remember seeing these ads as an impressionable young gamer and getting the idea that Playstations had games that were scary and weird, and Nintendo games and handhelds were for boys. Generally the ads told me "this is not for you". Because I only ever saw ads for specific PC games and never for PCs themselves, (they were aimed at adults, not in the kind of magazines and comics young me was perusing) even though I was still not the target market it clicked more with me. I think that might be a part of why I've only ever really gotten into PC games over the years. I knew there were games I'd like and games I wouldn't, and never got the same platform level messaging.
I remember seeing an ad for Thief and thought it looked cool, and I remember being super grossed out by that Quake 3 ad, but I never felt unwelcome or out of place playing PC games. In contrast, the focus on marketing to young males is really obvious in those console ads.
Examples of some PC game ads I remember working for me and led to me getting them:
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this isn't low effort. These are freaking great!
Radical, as all your posts are. How the heck do you find the time?!
Oh this was nothing. My 'news' posts take me some time, and effort, which is why they're kinda on pause right now (the 17th is when I see my specialist, get blood results, see what is next etc), so for now it's this kinda thing - smaller!
But thank you so much, glad you enjoyed these :)
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Sony had some fucking weird ads back in the day.
It strikes me that I have no point of reference because I haven't seen any ads for 20 years. If they stopped doing y2k edgy-style ads, what are they like now?
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I've seen Pokemon condoms but I don't think they were licensed, fortunately none of them said "gotta catch em all" though
I wish there was an easy way to quote/reference specific images. Golden Sun literal fire was nice, but those PS2 ads were... What the fuck
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The GBA SP really was a great portable. I carried my black\silver "executive" model everywhere and felt cool as shit at the time.
Those PS2 ads though, holy shit, what was Sony smoking back then?
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The nineties was the best decade.
Not low effort posting IMO, this is a part of our culture & has historical value.
Reminds me of this post on Bluesky. These ads were wild at the time, too; even some that predate this era. There was Fear Effect, which was basically marketed entirely on the back of the game featuring lesbians when that was taboo. There was Rayman standing at the urinals with a guy in 9-5 business attire presumably staring at Rayman's dick. The Neo Geo "You need a pair of these" steel balls "to play one of these" ad. Plus the shockingly racist European white PSP ad; that was a billboard, not a magazine ad, but it had "video game magazine ad energy", in this case with "(negative)" at the end of it.
Nintendo advertising like this now is actually unfathomable
Might not be exactly vintage but it is getting close to 20 years old (ouch my age).
The Halo 3 advertising campaign.
And specifically this "Believe" video.
I cannot describe the emotions of excitement I felt for this game to be released. Waiting for the midnight release for this game is still one of my favorite memories haha. And once we got the game, the hours and hours of fun with friends..... really was something looking back on it.
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