SCE UK is splashing the cash to guarantee a merry Christmas for PS3. The platform holder has booked a late Christmas marketing blitz for a new PS3 bundle, which includes Uncharted 3, GT5, Battlefield 3, FIFA 12 and Karate Kid on Blu-ray for £259.95.
The firm says Christmas spending is ‘happening later this year,’ and is confident it can beat its 2010 hardware performance by attracting users of Xbox 360 and Wii.
“This bundle is for people looking to upgrade from Xbox 360 or Wii to the best platform on the market,” said UK marketing director Alan Duncan. “And it could be for the family audience, or for someone buying for their boyfriends or their husbands. It is an entertainment solution for the whole home.
“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.
"We think people are looking for that all encompassing family gift. We have much higher ambitions for this year than what we managed last year. We have the best offer on the market and we want to let people know about it. But not only that, it also reflects the market as it is at the moment, we think Christmas is happening later than ever because there is a lot of uncertainty out there.”
The campaign is running throughout December, around football matches, The X Factor and key movies, and Duncan says the company is being flexible in regards to other opportunities.
“This is a big chunk of our hardware marketing budget. It is in the millions,” he added. “We’ll look at other opportunities. We are trying to be as flexible as possible because there are fluctuations in the market at the moment.”