Sony Launches $134 Million Marketing Campaign for PS3

Sony Computer Entertainment Europe has launched $134 million marketing campaign for their new version of PlayStation 3 titled PS3 Slim. The new campaign is set for the upcoming Christmas season to rival Xbox360 and Nintendo Wii. Even Sony has decided to part ways with its previous style of ads and the new ads are more straight forward and bright that focus on the capabilities of the PS3 instead of games only.

According to GamaSutra:

The TV portion of the campaign is breaking away from the abstract nature of earlier PS3 ads in Europe, instead going for a more straightforward, bright approach that explains the game console’s home entertainment capabilities, according to a report in the Guaurdian. The TBWA agency handled the TV ads, which debut this evening.

It will be the first major PS3 ad campaign in Europe since Sony launched the original PS3 two years ago, the report said.

“Two years after launch, PlayStation 3 is realizing its full potential. The console is moving beyond gaming and gaming is moving beyond discs,” said Alan Duncan, UK marketing director for SCEE.

The new ad campaign comes a week after Sony announced a redesigned PlayStation 3 that is both cheaper for customers, and cheaper for Sony to build. The new console dropped to £250 ($408) from £299 ($488) in the UK, where SCEE is committing £6 million ($9.8 million) towards marketing.

According to Guardian story, the forecasts for gaming industry as as following:

SCEE is desperate to win the Christmas sales battles against Nintendo and Microsoft this year. The campaign comes on the heels of a price-cut announcement at the European games trade show Gamescom.

Screen Digest has forecast that Sony will sell 4.3m PS3 consoles in Europe this year and a total of 11.16m across the lifetime of the product to date.

Nintendo’s Wii will sell 7.5m consoles in Europe this year, bringing its total sales to date for the region to more than 21m, according to Screen Digest. Microsoft’s Xbox 360 will hit just below 3m this year, a total to date of just under 11m across Europe since the console went on sale.

recommend this story