Platform holder throws weight behind PS3 and PSP amidst falling sales and financial losses at parent
SCE UK has gone on the offensive following yesterday’s report of falling hardware sales, with a mammoth £4 million Q1 marketing assault.
The firm has set aside £2 million for next month’s triple-A FPS, Killzone 2, while the rest will be split between Sony’s Q1 PSP range, SingStar Queen and the re-promotion of last year’s Q4 titles LittleBigPlanet, Resistance 2 and Motorstorm: Pacific Rift.
“We have two major campaigns running for the PS3,” SCEE marketing director Alan Duncan told MCV. “Firstly, Killzone 2’s February 27th launch will benefit from massive broadcast support across TV and cinema, along with a major online campaign, in-store support and a great deal of PR activity.
“Secondly, we have a campaign to re-promote our key titles from last year. We felt that the chaos of Q4 meant there was a good opportunity for re-promoting our games after Christmas. The creative for the campaign focuses on critical accolade and is aimed at gamers still catching up with all those titles that came out before Christmas.
“Additionally the launch of SingStar Queen on both PS2 and PS3 will be supported in March. And the PSP’s 2009 begins with activity to launch Resistance Retribution, Buzz! Brain of the UK and new colours added to the range.”
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Killzone 2 is the PS3’s first major release of the year, and Duncan is confident it can match consumers’ sky high expectations: “In the case of Killzone 2 it has become clear to everyone who has seen it that we have a truly great product on our hands, something which is being reflected in the reviews.
“The great thing is it has lived up to that original billing and in doing so it brings a new energy to the most competitive genre. We need to prove that to as many people as possible, hence the massive campaign. Killzone 2 was always going to be an important title to show a glimpse of what PS3 has to offer as a mature platform.”
Comments
about time
about time, i always thought sony seemed to lack the advertising, alot of our customers dont even realise ps3 is free online, that angle needs pushing, some say killzone 2 is over hyped, can anyone remember halo 3, too human?
i felt let down by both these titles, i think this is a title that could live up to the hype, after the way people talk about it, once they have played the finished build.
Excellent.
Excellent news. The beta for Killzone 2 was truly great fun, and I would have been disappointed if Sony let this one slip by with the very modest advertising their other IPs have had. Though I guess Killzone 2 more than any other has that wow factor, must-have quality that sells systems.
I wonder what MS' promotion plans for Halo Wars are.
Re: Excellent.
As long as they dont do more obscure ads that leave you wondering what the hell just happened then this should be good news all round.
Re: Re: Excellent.
All i can say is the same as the first comment... about time!
Re: Re: Re: Excellent.
as everybody is saying its about time,
however £4 million is not alot of money, break this down, tv ads are not cheap on main tv channels, cinema ads, well ok whos going to the cinema these days, instore pos, what we talking here a poster each and some silly boxes, we have had instore p o s for socom for 4 months whats the point wheres the game ( march maybe ).
what are they going to be pushing , singstar and buzz yawnarama !
a new range of psp colors ???????? why ??
just more console stock we have to have instore at our expense again
as i have said before , i want sony to get up and go , i want the sales. we need some good games , some good ads on prime time tv, and no funny gta this is living rubbish ! show the games, show people playing the games !
what we need is a £40 million pound blitz for the whole sony console range and lets face it whats £40m when you just lost £2 biliion ???
and most of all , the main thing, most importantly ,
WE NEED A PS3 PRICE CUT !
Re: Re: Re: Re: Excellent.
Not a lot of money?
That's how much Microsoft spent over Christmas in 2007. £4 million in the first quarter is a huge, huge amount. £2 million on one game is massive. Bethesda spent that on Fallout 3, but again that was in the run-up to Christmas.
That kind of marketing spend could even trump Halo Wars. If Microsoft spends as much on that as Sony are, then it'll be a dead battle. But it doesn't look like they are. I've barely heard a peep about Halo Wars...
Re: Re: Re: Re: Re: Excellent.
TV is cheap these days, and Cinema admissions are actually up y/y so £4m could be well spent.. but by whom is the big question... Sony account goes up for review according to Brandrepublic
http://www.brandrepublic.com/News/877880/Sony-Computer-reviews-media-account/?DCMP=ILC-SEARCH" onclick="window.open ( this.href ); return false;" class="comment_url" >http://www.brandre...EARCH
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