Which gaming company's "For the Players" advertising campaign marked a significant brand identity shift during the PS4/Xbox One console generation?

The gaming industry has seen some of the most innovative and memorable advertising campaigns in consumer tech. As consoles competed for market dominance, their marketing teams created iconic ads that defined gaming eras and influenced gaming culture. This question focuses on a pivotal advertising moment that changed how a major gaming brand was perceived in the market.

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Sony PlayStation, moving away from their technically-focused messaging to emphasize gaming experiences and community
Microsoft Xbox, attempting to rebrand after their initial entertainment-focused Xbox One reveal received backlash
Nintendo, trying to recover market share after the Wii U's commercial disappointment
Sega, in their final attempt to remain relevant in the console hardware market