It most likely just uses a custom file or a proxy redirect--similar to the old PlayStation Home theater/poster 'hacks'.
EDIT:
Example:
I pulled
You must login or register to view this content. URL to a video that plays when you highlight the "Demon's Souls" icon on the middle-bottom row in the US 'What's New' section as of November, 3rd
EDIT:
I was right, and so was HSx9 (The first part)