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Interactive and Immersive Marketing

Sony’s immersive gaming concept lets players sniff monsters in The Last of Us [Video]

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Smelly Games: Sony at CES 2025 unveiled an immersive demo set in the post-apocalyptic world of The Last of Us. Naughty Dog’s acclaimed action-adventure series features hostile humans transformed into cannibalistic creatures by a mutated fungus. Now, Sony aims to elevate one of PlayStation’s most successful franchises into a more physical – and undoubtedly terrifying – experience.

Have you ever wondered what the hideous hosts of the Cordyceps fungus in The Last of Us might smell like? Sony is betting that plenty of people have – and built its Future Immersive Entertainment Concept (FIEC) around this eerie idea. The one-time demonstration debuted at CES 2025, showcasing Sony’s vision for translating gaming narratives into entirely new mediums.

The Japanese tech giant designed a large, interactive roomwhere “players” were surrounded by cutting-edge Crystal LED panels. Upon entering the enclosed space, …

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