The UK branch of the company is looking to reach into the LGBT+ community to solidify it as an inclusive platform, a bit of activity which helps distance the industry, and PlayStation in particular, from the bilious GamerGate scandal.
From Saturday 24 June to Sunday 9 July 2017, the games giant will benefit from supporting the event which is running with the Love Happens Here theme.
Playstation EU's social media manager, Eric Whelan, tweeted: "We've been working on this for about 8 months, so it's a big deal, #Pride2017 is the best place to show PlayStation's inclusivity. And it's not some kind of corporate step. #ForALLthePlayers is a project of the UK team and PSEU's LGBT group, so it means a lot to us."
PlayStation will benefit from touching down and supporting in excess of 40,000 celebrants, which in itself is no doubt a worthwhile endeavor.
The activity spurred a rare applause from rival Xbox. A congratulatory tweet from Xbox social marketing manager Graeme Boyd dubbed the partnership as fantastic.