PlayStation’s massive marketing move

Sony have begun a huge marketing promotion reaching “millions” in its budget.

The cornerstone of the new campaign is an excellent PS3 bundle – comprising of a 320GB console, Gran Turismo 5, FIFA 12, Battlefield 3, Uncharted 3 and either Karate Kid or Faster on Blu-Ray. All of that for a bargain price of £250, with many retailers almost certain to drop down from that RRP.

If you think about the fact that all 4 of those games are pretty much essential for any PS3 owner, and that to buy the games separately would cost around £120, this is insanely good value for a fantastic size HDD.

Alan Duncan (of SCE UK) told MCV:

“This bundle is for people looking to upgrade from Xbox 360 or Wii to the best platform on the market. We have the best offer on the market and we want to let people know about it. We have got a lot of Move and family-based activity out there, but we felt it was also important to reassert the game credentials of the platform as well.”

As well as that, the advertising from Sony has been constant for the past couple of months, especially on TV. There’s of course adverts just for the console, but they’ve also managed to swing most of the recent multi-platform games into being PlayStation focused. A couple of years ago, every one of those adverts would be promoting the 360 version instead.

It’s very interesting times indeed, with the PS3 producing a complete turnaround in the space of just over a year. The exclusive titles have probably been the biggest difference, with the XBOX blockbusters now few and far between (or in many cases, more of the same) but the marketing aspect is definitely key – Sony now biting the bullet in order to speculate to accumulate. To say the least, it was a risk worth taking.

The next year or so will be incredibly intriguing – after 4 or 5 years of complete and utter dominance, how will Microsoft react to being pegged back? Will they just inject a ton of cash into publishers and advertisers pockets? If they unveil a new console, how long will it take for Sony to show their hand? Could they simply lower the price a little more and keep churning out great exclusives?

So many questions in a “console war” that most people thought had died down a lot. All I can say is, I can’t wait until E3 2012 to get most of the answers…

Written by Raj Mahil

Game collector. Journalism graduate. Batman addict. Movie goer. WWE nut. Sports obsessive. Arsenal fan. Sub-Editor.

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  • Anonymous

    E3 is the place to see what will happen for sure… 

  • Anonymous

    I’m definitely wondering what Microsoft could do in a new system. I’ve always thought that they were somewhat lacking in their hardware, most specifically their DVD drive which sort of mucked up how much info they could have on their game disks, not to mention the rampant overheating, etc etc, at least when the system just came out.

    I’m banking on a new proprietary tech for their next system, but naturally I’m vastly more interested in what Sony will come up to bat with. With that rumour of OnLive wanting to work with them, plus Sonys newer stance on staggering game prices on the Vita, and their intent on making the Playstation a total media hub, it should REALLY be interesting.

  • Anonymous

    Well, allow me to retort.

    I have never seen a company stuff it up more then Sony has this generation.  As a Sony Fanboy,  I feel I can call it as I see it and elaborate a little…..We started this generation way up high.  But somewhere between dividing our RAM into unusable proportions (no cross game chat!) and telling people to work more to afford a $1000 (au) console, we forgot that the customer is always right. I bought a Wii on launch day, but my PS3 purchase had to wait until I came into some cash.  How fucked is it that my favorite console had to wait because it was too expensive.Then came the shitty ports – it looks worse then the 360…. I give up. 

    Finally, 2011.  The year of PS3.  Except wait.  PSN is hacked and you can’t access online for months.  Damn.

    The PS3 is still the best console out there, but damn, it has some major baggage.

    The 360 won, sorry Sony.  Even if we outsell it (thanks to Japan and Europe), the 360 is entrenched in the US psyche, and since the US is where all the gaming news comes from, PS3 will always be bottom of the barrel.

    Roll on PS4.  (and don’t fuck it up Sony)