Sony has announced it has stuck its PlayStation flag right in the middle of Times Square. The 45,000-square foot concert and special events venue, previously known as the Best Buy Theater, has officially been renamed to the PlayStation Theater.

The partnership between Sony and New York City includes rebranding all of the Theater’s interior and exterior signage, live performances on PlayStation Network, experiential marketing initiatives, and VIP hospitality opportunities.

Prior to becoming the PlayStation Theater, the newly-rebranded venue had a number of iconic performances by artists like Bon Jovi, Rihanna, Selena Gomez, The Eagles and more. The theater has also hosted a number of special events like Dick Clark’s Rockin’ New Year’s Even and Good Morning America’s concert series performances.

We find this rebranding particularly interesting considering how many events Microsoft holds in Times Square for a number of big launches. Now that Sony has claimed the area for its own, we have a feeling Microsoft will have to find somewhere else in New York City to host its launch parties.

Sony has yet to release any official images of the PlayStation Theater, but James Young on Twitter gives us a glimpse of the outside of the theater from his office across the street:

@PlayStation I work across street from the new Playstation Theater pic.twitter.com/tCKpwgS4A6

— James Young (@JYoung007) October 1, 2015