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SCEE Launches £82 Million PS3 Marketing Campaign

Tom Ivan's picture

By Tom Ivan

August 25, 2009

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Sony Computer Entertainment Europe is to launch an £82 million PS3 marketing campaign designed to help the company win the Christmas console battle.

A new series of TV ads, the first of which is to debut this evening in the UK, will showcase the range of services available on the PS3 including online gaming, Blu-ray and downloadable movies.

"Two years after launch PlayStation 3 is realising its full potential," Alan Duncan, SCEE’s UK marketing director, told the Guardian. "The console is moving beyond gaming and gaming is moving beyond discs."

Duncan’s suggestion that “the console is moving beyond gaming” is an interesting one. According to SCE boss Kaz Hirai, early marketing that positioned the system as a media hub rather than as a games console led to the PS3 having “a bit of an identity problem” and to criticism from third party game publishers. Almost two years later, with close to 25 million PS3 units now sold worldwide and the new PS3 Slim about to debut at a reduced price point, Sony appears ready to market the PS3’s non-gaming capabilities once again.

quietIdentity's picture
On August 26th quietIdentity said:

"The console is moving beyond gaming and gaming is moving beyond discs."

LOL. Please shut up dumb ass marketing director. Yes we have downloadable games, but most of the good ones are still on disc. AND when your console is still making a loss as Kaz Hirai has said you need gaming, you definitely don't want to move past it.

Ok lets look at the PS3's media capabilities compared to a normal type of fairly average media center.

Plays blu-ray ->Good

Record to hard drive or Blu-Ray/ Any disc -> Fail, couldn't they have put in a drive that could burn to cd/dvd as well???!

Play's music -> Yes but with limited codec support

Play's video files -> Yes but with limited codec support

Browse the internet -> Yup but the browser sucks try an internet standards compliance test with it like the acid3 test, it gets the most pitiful result I have ever seen 26/100 and it actually pauses and asks you to 'insert the storage medium' at 7/100.... What the hell? But it has some reasonably nice features but still basic functionality would be much more appreciated than that snazzy window selection tool.

Plays games -> YES YES YES and does so really well (But still lacks some basic features like being able to play games and listen to music on your hard drive even though this console has 9! fucking cores, at least one is always available just to run the XMB, but still no music (Warhawk has but that's the only game I know of that does)!!!!!!!!!!)

SONY needs to market it's games and put more money into developing more games that get people to buy the console. Or maybe they could spend that money on actually making the features of the console awesome rather than sad attempts at doing stuff that's already done better in other pieces of hardware.

German's picture
On August 25th German said:

They need to talk to each other before one makes a statement contradicting the other. In the end they just keep the consumer confuse as to what to expect from the PS3.

Dr.Wily's picture
On August 25th Dr.Wily said:

huge waste of money