Domino’s Pizza UK has once again taken aim at PlayStation with a joke targeting Sony’s decision to step away from Hideo Kojima’s upcoming action-espionage game Physint. The game, originally planned as a collaboration between Sony Interactive Entertainment and Kojima Productions, has now found a new publishing partner in Xbox, giving Domino’s another opportunity to make fun of Sony’s move away from physical gaming media.
Reacting to the announcement, Domino’s Pizza UK posted a short joke online: PlayStation thought the game was called physical and had to back out. The pun connects the title Physint with Sony’s plans to stop releasing new PlayStation games on physical discs from January 2028.
The humorous response quickly stood out because Domino’s has previously mocked Sony over the same physical-media strategy.
Sony Leaves Physint
PlayStation announced that it had made the difficult decision to end its collaboration with Kojima Productions on Physint. Sony did not provide a specific reason for the decision, but the company made it clear that its broader relationship with Kojima remains strong.
According to Kojima, his studio received unexpected notification from Sony in mid-June that the PlayStation side of the project was being cancelled. Kojima Productions subsequently spent around three months looking for another partner for the game.
Physint was first announced in January 2024 as an action-espionage project being developed by Kojima Productions in partnership with Sony Interactive Entertainment. Kojima described the project as an attempt to blur the boundaries between movies and video games while drawing on his decades of experience creating espionage-focused titles.
The change in publisher represents a significant development for the project, but it does not necessarily mean that Physint has been abandoned.
Xbox Becomes the New Partner
Kojima Productions has confirmed that Xbox will now become the new partner for Physint. The agreement expands an existing relationship between Kojima Productions and Xbox, which already includes the upcoming horror project OD.
Xbox CEO Asha Sharma said the company was honored that Kojima selected Xbox for the project. Kojima also indicated that the two sides share a similar creative vision.
The partnership could eventually extend beyond video games. According to the announcement, the companies will also explore potential projects involving film and television, although details about those plans have not yet been revealed.
For Xbox, the partnership gives the company an opportunity to become more closely involved with one of the industry’s most recognizable creative figures. For Kojima Productions, it provides a new path forward for a project that had originally been closely associated with PlayStation.
Domino’s Targets Sony’s Physical Strategy
The latest post from Domino’s Pizza UK is particularly effective because it builds on an earlier campaign aimed at Sony.
When PlayStation announced its plans to stop producing physical discs for new games from 2028, Domino’s responded with a parody corporate announcement. The pizza company joked that it would also stop producing physical pizzas and instead allow customers to download “digital pizza” codes.
That campaign turned Sony’s digital strategy into a playful comparison with food delivery, creating a humorous connection between gaming and Domino’s core business.
The new Physint joke continues that theme. By connecting the game’s name to the word physical, Domino’s has once again found a way to turn a major gaming industry announcement into a marketing joke.
Why the Joke Works
The latest Domino’s Pizza UK post is more than a random social media joke. It refers to two separate developments that happen to fit together unusually well: Sony’s withdrawal from Physint and its decision to move away from physical game releases.
The timing gives Domino’s a ready-made punchline. The word Physint sounds close enough to physical for the joke to work without requiring a complicated explanation.
For brands, moments like this demonstrate how social media can turn major technology and entertainment news into opportunities for creative marketing. Instead of promoting a traditional product message, Domino’s is using a recognizable industry event to entertain its audience.
Meanwhile, Physint now enters a new stage under its Xbox partnership. Kojima Productions has not revealed extensive new details about the game, so expectations remain high around how the project will develop.
Sony has moved away from the title, Xbox has stepped in as its new partner, and Domino’s Pizza UK has once again found a clever way to turn PlayStation news into a viral-style joke.
