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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