Right now on the UK based Channel 4, gaming is getting a lot of coverage. Between the debut of Charlie Brooker’s “How Videogames Changed the World”, as well constant console ads jostling for viewers attention, Sony is stoking the flames. A series of Playstation 4 idents have appeared between the usual few minutes of marketing that so rudely interrupt our programming.

Featuring Drive Club and Killzone: Shadow Fall, these short glimpses hope to burn themselves into your mind before you continue watching TV. This is the second example of Sony taking some inventive routes to throw themselves into British gamers eyes. The first example was the PS4 taking over tabloid paper The Sun.

What do you think? Is Sony playing hardball, or is it a bit obnoxious? Let us know in the comments.