Nintendo debuted a new advertisement last week that unveiled a marketing collaboration with Microsoft to promote cross-over gaming for the popular title Minecraft, which received a massive update to enables cross-play with PC, Xbox One, and smartphones.

In the advertisements, the two gaming giants make indirect, but clear slights towards industry competitor Sony.

Hey @Xbox, since we can play together in @Minecraft now, did you want to build something? pic.twitter.com/LIylWy3yXZ — Nintendo of America (@NintendoAmerica) June 21, 2018

Sony has been at the center of an ongoing controversy, as the leading console maker has rejected cross-play compatibility for years. With the meteoric rise in popularity of Epic Games’ hit battle royale Fortnite, the controversy has again been thrown front and center due to the fact that Fortnite gamers are currently not allowed to use any PS4-linked Fornite account on the Nintendo Switch or Xbox One, meaning all account progression and unlockables are unavailable.

Responding to the recent criticism, Sony released an official statement emphasizing that it is “always open to hearing what the PlayStation community is interested in to enhance their gaming experience.” However, the company had not given a clear reason as to why it is blocking console cross-play for Fortnite.

We also offer Fortnite cross-play support with PC, Mac, iOS, and Android devices, expanding the opportunity for Fortnite fans on PS4 to play with even more gamers on other platforms.

In addition to Fortnite, Sony is also blocking cross-play for Rocket League and Minecraft so PS4 players can’t play against Xbox One or Switch owners.

While it is uncertain whether Sony will eventually adapt to support the growing number of cross-play enable titles, we can expect that these recent advertisement campaigns will undoubtedly reignite the fire beneath the age-old gaming console rivalries.