Activision has omitted PlayStation's logo from a new print run of Call Of Duty: Black Ops ads in the UK.
In yet more evidence of a blossoming partnership between Activision and Xbox, Microsoft's branding proudly accompanies that of Treyarch and Activision - but there's no room for Sony.
CVG first spotted the 'missing' PlayStation logo yesterday, in UK rock magazine Kerrang!.
An ad for the multiformat Black Ops in the inside of the publication's cover only contains the Xbox Live logo and famous 360 'Jump In' branding, with no mention of PC or PS3.
A fluke? Not on your nelly. Today, UK games industry bible MCV came through the post and - once again - there was no mention of Sony on a Black Ops ad.
This time, an ad cover on the weekly magazine - prominently showing off the game's 9/11/10 release date - only contained Xbox Live, 360, Treyarch and Activision branding.
The Kerrang! ad promotes the 'network première' of the Black Ops trailer on ITV this Friday.
It will air during half-time of the England vs. Bulgaria international football match. What's the betting it's been part-funded by Microsoft?
Platform exclusive ads aren't a new thing, of course - with EA notably teaming up with PS3 for FIFA 11 and Need For Speed campaigns last year.
But the Black Ops campaign seems to offer more evidence of a burgeoning relationship between Microsoft and Activision - following an announcement of timed 360-exclusive DLC at E3 in June.
We'd LOVE to know how much cold hard cash has changed hands. (If any, our lawyers have asked us to add).