The first ad break on Channel 4 for Gogglebox, which airs at 9pm, will display uninterrupted footage of Uncharted 4: A Thief’s End. The last break will then reveal the winners.
Manning Gottlieb OMD brokered the deal. The ad was created by John-Paul Smith at The Outfit, with Sony Computer Entertainment and Naughty Dog.
4Creative has developed an ident promoting the game, showing the Channel 4 logo's blocks turning into jewels.
Lauren Bradley, the group marketing manager at Sony Computer Entertainment UK, which owns PlayStation, said: "We believe Uncharted 4 is the best-looking game ever made, which is a bold statement and one we want to reinforce.
"The ad break takeover with Channel 4 has given us the perfect format for doing so and showing off this extraordinary game to its fullest."
Last week Ronseal took over an ad break during Gogglebox by running a three-minute film featuring a man painting a fence in silence.