PlayStation enjoying Latin boom

Sony is to embark on a dedicated marketing campaign in Latin America following a tremendous boom for the PlayStation market in the region.

The new ad spots, made by sector specialist Saatchi & Saatchi, feature both the PS3 and PlayStation Move and focus on a character called ‘babyman’ (who has an adult body and a child’s head) playing with the devices. The idea is to emphasise the childish delight of play.

In addition Sony will launch a dedicated website at, a YouTube channel and Facebook page, as well as a dedicated application. Dedicated localised websites for Argentina, Chile, Colombia and Peru will also be rolled out.

The company already has a targeted presence in Colombia, Argentina, Chile, Peru, Mexico, Panama, Costa Rica, El Salvador, Nicaragua, Brazil, Peru, Honduras, Belize, Paraguay, Uruguay, Guatemala, Ecuador, Venezuela, and Bolivia.

PlayStation is experiencing tremendous growth and opportunity in Latin America,” SCEA’s general manager for Latin America Mark Stanley told IndustryGamers.

We’re providing extended access to the full array of PlayStation products and services in Latin America including PlayStation Move games like The Shoot, The Fight: Lights Out, and EyePet, and are making these products available on the same day as U.S. and Canada.

The company remains focused on creating localized and exclusive experiences that are tailored for consumers in this region and our new advertising initiative is a huge testament to the direct dialogue we want to continue building with Latin American consumers that are looking to enhance their entertainment experiences with PlayStation.”

The company will also launch a new range of PS3, PS2 and PSP bundles in the region, many of which will champion Konami’s PES 2011 or EA’s FIFA 11.

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