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Sony Plans PlayStation 3, Killzone 2 Marketing Blitz In UK

Sony has already overcome a great many obstacles with the PlayStation 3, but now it has two big ones left: lack of advertising and price. Well, the price drop is coming this year at some point, and Sony has already claimed that we'll start seeing Killzone 2 ads "everywhere". To drive that point home, it always helps to know just how much money they're dumping into this marketing campaign...

According to Spong, Sony plans to spend around £4 million promoting the PS3 (and PSP) in the UK in the next few months, and half of that is going to be used on one of its most anticipated games to date. That's right, they'll be tossing £2 million at Killzone 2, so when they said we'd be seeing KZ2 ads "everywhere," they really weren't lying. Of course, this statistic is for the UK and the preceding quote was from SCEA, but obviously, one can expect a worldwide marketing blitz for Guerilla's masterpiece. It has been a problem for Sony in the past, and as a direct example, we never saw anywhere near enough ads for the likes of Metal Gear Solid 4: Guns of the Patriots, Resistance 2 and LittleBigPlanet in 2008. We all knew they couldn't possibly drop the ball in the month of February. KZ2 launches on February 27, and based on what we've seen and heard of the game so far, it could be a legitimate system seller. But in order for people to become interested, they need to actually see it, right?

Right. So here come the ads, and if Sony is spending that much money on one blockbuster, they must be willing to spend on upcoming blockbusters. This is the philosophy they're going to have to adopt and so far in 2009, it appears they're finally getting the picture.

Related Game(s): Killzone 2

1/29/2009 Ben Dutka

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Comments (73 posts)

keaton
Thursday, January 29, 2009 @ 9:57:16 PM
Reply

This is definitely a start!!

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LightShow
Thursday, January 29, 2009 @ 10:06:28 PM
Reply

Hell Ya!

Call in the dogs and roll out the ammunition, we got us a Fight!

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WorldEndsWithMe
Thursday, January 29, 2009 @ 10:19:34 PM

Light do you play R2? I'm going around adding people from PSXE to my list.

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aaronisbla
Thursday, January 29, 2009 @ 11:27:08 PM

i play it, my psn name is my screen name here

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somethingrandom
Friday, January 30, 2009 @ 12:10:23 AM

I'd give you my PSN ID, but whenever I play R2 online, I get random disconnects. I've only been able to make it through one of the co-op missions.

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NightHawk17
Friday, January 30, 2009 @ 12:19:04 AM

I just started playing again, add me if you want Psn is NightHawk17,

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WorldEndsWithMe
Friday, January 30, 2009 @ 12:47:09 AM

aaron, Nighthawk you're in like a guy on prom night :)

Last edited by WorldEndsWithMe on 1/30/2009 12:47:51 AM

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Banky A
Friday, January 30, 2009 @ 1:17:19 AM

Hah, Aaron is bla-ck.

>=]

Disclaimer: It is meant to be a harmless joke about his username. I'm brown so it's ok.
lol xD

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aaronisbla
Friday, January 30, 2009 @ 2:53:24 AM

actually, thats what it means bank, long story short, my screen name that i use everywhere got cut down by 2 letters years ago, its stuck since then

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LightShow
Friday, January 30, 2009 @ 6:36:28 AM

due to limited resources I haven't placed my mitts on a copy yet, but since the online is this far along (and i dont want to get pwned like the N00b i will prove myself to be) i figure i'll skip R2 and just buy KZ2.

that way i can start out fresh with everyone else online =D

Last edited by LightShow on 1/30/2009 6:36:56 AM

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PS3_Wizard
Friday, January 30, 2009 @ 9:53:51 AM

Say it loud! I'm Black and I'm proud! Of course I'm down with this R2 stuff. Add me:

PSN ID: Tron_04

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Orvisman
Friday, January 30, 2009 @ 11:02:16 AM

My screen name is my PSN ID

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WorldEndsWithMe
Friday, January 30, 2009 @ 11:45:04 AM

Tron_04 doesn't seem to exist, it says that online ID hasn't been registered,

Orvisman, you're in like a suppository. But the invite to "The PSXE Resistance" Clan failed, dunno if u even have it so thats cool :)

Last edited by WorldEndsWithMe on 1/30/2009 11:51:24 AM

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vicious54
Friday, January 30, 2009 @ 11:58:43 AM

PSN ID: Vicious54

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PS3_Wizard
Friday, January 30, 2009 @ 12:17:24 PM

WTF??? How does it not exist???

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inkme101
Thursday, January 29, 2009 @ 10:07:26 PM
Reply

bout time!!!

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isaya85
Thursday, January 29, 2009 @ 10:09:01 PM
Reply

I'm counting on a superbowl ad dont let me down sony!!!!


PSN ID Biggest_GMoney

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Nsho
Thursday, January 29, 2009 @ 10:12:56 PM
Reply

niice

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WorldEndsWithMe
Thursday, January 29, 2009 @ 10:17:42 PM
Reply

You forgot one more hurdle Ben: The Ads actually have to be GOOD.

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Jed
Thursday, January 29, 2009 @ 10:26:07 PM

Great point. Makes me think of that weird-ass resistance commercial.

By the way, PSN: Buzzkiller

Last edited by Jed on 1/29/2009 10:26:46 PM

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Ben Dutka PSXE [Administrator]
Thursday, January 29, 2009 @ 10:36:02 PM

To be perfectly honest, I don't think so. Provided people know the NAME, that may be all we need...

What did Gene Simmons say? There's no such thing as bad publicity...?

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WorldEndsWithMe
Thursday, January 29, 2009 @ 11:26:03 PM

The dude from Kiss was the one who said that?


Cool Jed, I'll send u a request. The clan I'm putting together is
"The PSXE Resistance", tag: PSX

Last edited by WorldEndsWithMe on 1/29/2009 11:59:12 PM

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aaronisbla
Thursday, January 29, 2009 @ 11:28:28 PM

i beg to differ ben, if they have weird ass commercials that don't show actual gameplay, it would be a failure in my eyes. They should just show what they are showing at the killzone website, thats kickass

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aaronisbla
Friday, January 30, 2009 @ 2:54:10 AM

the commercial would be a failure, not the game itself

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coldbore
Friday, January 30, 2009 @ 10:55:36 AM

im pretty sure that the adds are going to be good :P its killzone 2, they could have a friggen unicorn in the add and it would still look like an awsome game

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GuernicaReborn
Thursday, January 29, 2009 @ 10:47:44 PM
Reply

Sony should go to the gamers for the right way to market their games. How would you make millions of people want KZ2, with only a 30 second commercial to do it in?

I'd do something that flashes from gameplay of the ship crashing on Helghast to a real-life KZ2 battlefield and back to in game footage. But it would be much cooler than it sounds.
Or maybe news reports, like Starship Troopers.

Better yet, let Sony figure it out, I don't think I'm cut out for advertising.

Last edited by GuernicaReborn on 1/29/2009 10:48:44 PM

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godsman
Thursday, January 29, 2009 @ 11:14:41 PM
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I dont think a price drop will come any time soon. It makes more sense that it'll come simultaneously with the PS3 slim. One immediate complaint i have is that the PS3 is "HUGE". PS2, PSP, and DS all exploded in sales when the slim came in. I say 2010 is when the slim comes in.

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ps92117
Thursday, January 29, 2009 @ 11:22:21 PM
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yeah hope they spend at least twice as much here in the U S of A, and our fellow bacon eaters at top.

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FeyeR
Thursday, January 29, 2009 @ 11:31:43 PM
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Nothing compared to the money spent for halo 3...

Either way, this is a change and good direction they are heading in. Lets be glad about that.

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somethingrandom
Friday, January 30, 2009 @ 12:14:03 AM
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I hope the ads are E3 trailer style. Most of the trailers Sony showed at their press conference were borderline EPIC.

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BikerSaint
Friday, January 30, 2009 @ 12:33:53 AM
Reply

Did I just read that article righi?
"Just advertising in the UK"????

So how's about some advertizing for America too?

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somethingrandom
Friday, January 30, 2009 @ 12:54:28 AM

No, the advertising figures for NA just haven't been released, and they may never release.

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LividFiction
Friday, January 30, 2009 @ 12:38:04 AM
Reply

Sony needs to take a look at the marketing they did for the PlayStation and PS2. If they could put together advertising even HALF as bad-ass as what they used to put out, then it's money in the bank. Here's hoping.

As an aside, does anyone get the feeling that Sony is behaving like Nintendo did when the 64 was competing with the PlayStation?

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LividFiction
Friday, January 30, 2009 @ 12:55:17 AM

All right, an example of the advertising! Sony doesn't have to outright say PLAYSTATION 3 PLAYSTATION 3 PLAYSTATION 3 throughout the whole commercial, but at least associate something positive, cool, and awesome--or posicawesome--with your product.


PS3 spot: "This Is Living"
http://www.youtube.com/watch?v=ZJRbf76jXHE

Good lord, what are we supposed to associate with the PS3 here? An old man in a bathtub? An old movie guy? Swords? A woman flushing a toilet? Yeah, the PS3 sure seems awesome here!


PS2 spot: King of the hill
http://www.youtube.com/watch?v=mfvPTn1IoTU

The commercial itself might not make too much sense, but the point is clear: Everyone wants whatever is out there, they're having quite a time getting to it, and they're having quite a time with it (king of the hill). And then we get the PS2 title--everyone wants one, everyone has fun with one.

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King James
Friday, January 30, 2009 @ 1:42:36 AM
Reply

Sony needs to hit the streets on launch day...with a flood of Killzone 2 paraphernalia. I'm talking t-shirts, hats, helghast sunglasses, WHATEVER. Just get ppl aware that the Halo Killer has finally arrived.

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WorldEndsWithMe
Friday, January 30, 2009 @ 11:53:08 AM

I want those glasses!

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Lord carlos
Friday, January 30, 2009 @ 2:15:20 AM
Reply

Sony needs to push kilzone very hard,the whole nine yards,tv spots,newspapers,billboards & even bus stops.
Littlle big planet,if i were in charge i be sucking that franchise dry,imagine a schoolbag with a sackboy/girl inside,kids would be killing each other for that s**t,hell!what about valentine's gifts that include a sackboy?The ladie friend would love that!!!
The Dude'She's not my f**kin special ladie!she's my f**kin ladie friend'.
Sony should also tv spot The dark knight,R2 & MGS4 in one awesome add!!!

PSN ID: lord_carlos

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daizycutter
Friday, January 30, 2009 @ 2:24:42 AM
Reply

i should be paid by sony ive spread the word so much bout this game people have bought consoles in my work place because of it !! ..cut me in sony!!..get in cinemas aswell

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Douchebaguette
Friday, January 30, 2009 @ 3:22:54 AM
Reply

W00t. Remember people that Word of Mouth is important aswell. I've convinced 3 people already to get a PS3, and one of them is buying a PS3 purely for Killzone 2 alone.

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Scarecrow
Friday, January 30, 2009 @ 4:09:24 AM
Reply

Go go go!!!

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Deleted User
Friday, January 30, 2009 @ 8:41:27 AM
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Its launching very soon. This should have been promoted extensively a long time ago. They better get in the act NOW.

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PS3_Wizard
Friday, January 30, 2009 @ 9:59:57 AM

Whoa, its nice to see your outlook on the PS3 is getting a bit better Josh...What? No "Even if they do market it, it still wont sell because...blah blah blah"? Jeez, it seems like your day with the black goddess (PS3) was well worth it ey?

Can you tell me a bit about this new Alan Wake game that the 360 has to offer?

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Deleted User
Friday, January 30, 2009 @ 10:18:22 AM

Alane wake is like a storytelling game. Im hearing good things about it tho..Like this guys fiance dies and he goes on a journey to solve what happened.

It should be top rate if you like those.

And yeah im in a good mood today. To today ill just criticize instead of the trash talk in it. But the "Halo Killer" BS im hearing is kinda funny. Like haven't we heard this a million times already?

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PS3_Wizard
Friday, January 30, 2009 @ 12:26:18 PM

Yeah I don't think The first KZ should have been toted as a Halo killer. But If KZ2 is as good as everyone says, K3 should be facing a huge boost to its fan rating. I mean think about it.

If Killzone gets even close to or actually lives up to all the hype, imagine all the cult fans of the series there will be. Being the "Best FPS on a console" is high praises, seeing as how Halo currently holds the title.

Well that will inturn bring about repeat Killzone customers eager for me KILLZONE goodness. The only reason KZ2 might not top Halo is because like you said in a previous post...simply not enough people have heard of KZ2.

If GG steps up with KZ3 in the future, It will no doubt be a Halo killer.

That is, if KZ2 lives up to atleast 75% of the hype (which seeing previews and hearing mass praises that media outlets and beta testers have sung, should be easily done. and THEN some.) Even you can't argue with that Josh, you turd eater, you.

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Deleted User
Friday, January 30, 2009 @ 4:57:37 PM

Once again the wizkid brings something that isnt all bullshit.

But yes it needs to be REALLY good now, because ben just posted the price isnt going to drop anytime soon. Which is a shame for all of us.

I really enjoyed the time spent with R2 so I have no dought this will be good. I just hope its AS GOOD as the hype has been. Which needs to come out of the internet and into the mainstream to make it a success.

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Godslim
Friday, January 30, 2009 @ 9:13:29 AM
Reply

yeh if sony want those big sales they really need to push the advertising to the max.....atm all hardcore gamers will be buying it but that isnt the mass of people is it....i think the only reason halo did so good was coz of advertising and hype

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Kingharris
Friday, January 30, 2009 @ 9:31:29 AM
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Its definitely about time! £2million would get me two bugatti veyrons lol. So when Sony dont market they must save a bomb. Fair Enough.

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SerendipityDeus
Friday, January 30, 2009 @ 9:32:13 AM
Reply

@ Worldendswithme

add me too i want in, my psn is serendipitydeus im pretty decent in R2, rank 40, i wanna see how u guys play

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PS3_Wizard
Friday, January 30, 2009 @ 10:01:00 AM

damn rank 40? add this guy WEWM...

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WorldEndsWithMe
Friday, January 30, 2009 @ 11:55:12 AM

He's in like a tampon, but go easy one me I got R2 for xmas and I didn't start until I finished Fallout 3, so I'm weak even with all my big talk :) Oh yeah and remember to sign into R2 to accept my PSXE Resistance clan invite,

but PS3 Wizard, Tron_04 still isn't working?

Last edited by WorldEndsWithMe on 1/30/2009 11:56:07 AM

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PS3_Wizard
Friday, January 30, 2009 @ 12:27:42 PM

try tron_04, or Tron04, or tron04...nobody else seems to have problems adding me. I'll check into it, buddy.

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Frenchy17
Friday, January 30, 2009 @ 10:13:27 AM
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Are there different ranks for competitive vs coop? I am a 29 rank if Coop but I have only played competitve a few times. Add me though as I would love to get into whatever!

Frenchy17

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WorldEndsWithMe
Friday, January 30, 2009 @ 12:00:22 PM

You are ready to rock Frenchy

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tanner1
Friday, January 30, 2009 @ 10:55:10 AM
Reply

If theres a review embargo 4 u guys why has there been 13 other posted reviews averaging 9.5 including the recent IGN.com

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PS3_Wizard
Friday, January 30, 2009 @ 12:29:46 PM

Ben says IGN constantly breaks the embargoes (embargos?). If their are broken embargs (lol), then it was done illegally

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WorldEndsWithMe
Friday, January 30, 2009 @ 12:04:13 PM
Reply

Ben, sorry for going so far off topic with the Resistance crew but we will be a Killzone Crew as well I hope. Plus its fun putting together a crack team of psychopathic ninjas :)

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PS3_Wizard
Friday, January 30, 2009 @ 12:31:33 PM

Hell id rather be AFRO SAMURAI. And F*** yeah we should stick together for KZ2. Hey WEWM, scroll up to try alternate spellings of my PSN I.D.

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WorldEndsWithMe
Friday, January 30, 2009 @ 12:56:50 PM

Tron04 works!

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PS3_Wizard
Friday, January 30, 2009 @ 2:11:11 PM

Whoa...my bad Ben, didn't mean to drop the F-Bomb. Thanks for the edit!

Oh and *High fives WEWM*

I'll accept you when I get some free time from work. I'll try to get on around 7-9 pm Eastern time.

Last edited by PS3_Wizard on 1/30/2009 2:12:51 PM

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Ben Dutka PSXE [Administrator]
Friday, January 30, 2009 @ 12:28:55 PM
Reply

That's fine. I haven't played R2 in quite a while...

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WorldEndsWithMe
Friday, January 30, 2009 @ 12:53:55 PM

I hear ya, but we got a month to kill before the Helghast invasion right guys?

And Afro Samurai is the pimpest sh*t I've ever seen.

Vicious you are in like Britney in rehab!

Last edited by WorldEndsWithMe on 1/30/2009 1:01:28 PM

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PS3_Wizard
Friday, January 30, 2009 @ 2:14:31 PM

Hell yeah. homeboy is gangsta. I should change my PSN ID to Afro Samurai Tron

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BeezleDrop
Friday, January 30, 2009 @ 1:44:19 PM
Reply

I wish my copy of R2 didn't get stolen..... I don't understand why sony isn't putting for emphasis on PR for KZ2. Have they forgot about the random blokes that live in the middle of nowhere all around the country? If and when you guys make a KZ clan I gotta join my psn id is MOGUNS82.

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WorldEndsWithMe
Friday, January 30, 2009 @ 2:39:35 PM

Beezle I'll add you for when it drops. Sound good?

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PS3_Wizard
Friday, January 30, 2009 @ 2:15:30 PM
Reply

R2 tonight anyone?

add me:

Tron04

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WorldEndsWithMe
Friday, January 30, 2009 @ 2:38:52 PM

I might be on if my buddy decides to skip the strip club tonight, can't say for sure yet. We are getting far too old for it but it was his Bday yesterday.

Last edited by WorldEndsWithMe on 1/30/2009 3:00:05 PM

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WorldEndsWithMe
Friday, January 30, 2009 @ 6:03:54 PM

Scratch that, I'm goin drinkin tonight. Of course the bars close at 2 and I'm in Central time zone so ya never know...

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bamf
Friday, January 30, 2009 @ 4:30:28 PM
Reply

How many copies of KZ2 do you think Sony will need to sell to turn a profit?

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rell
Friday, January 30, 2009 @ 5:02:43 PM
Reply

everybody talking about r2 and giving out psn id, we mines well all start a tournament my psn id:hustleman24

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WorldEndsWithMe
Friday, January 30, 2009 @ 5:45:32 PM

That's what we're doin here, and BOOM let it rain down like a monsoon, You are in like a bullet in the chamber my friend.

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rell
Friday, January 30, 2009 @ 5:12:39 PM
Reply

Sony is spending millions of dollars to promote kz2 commercial for ads in this struggling economy, oh these ads got to be good for Kz2.

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Frenchy17
Friday, January 30, 2009 @ 5:45:56 PM
Reply

Im down for some R2 whenever

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shadowpal2
Saturday, January 31, 2009 @ 1:01:30 AM
Reply

If Sony expect Killzone 2 to meet Metal Gear Solid 4: Guns of the Patriots sales or surpass them (which is a huge statement to make), they're going to have to advertise the sh** out of this game. AND NO I DON'T MEAN PATHETIC ADS LIKE LITTLEBIGPLANET AND RESISTANCE 2 - where they showed...oh yeah...this is what you get if you buy the PS3. I want to see ads where they SHOW THE GAME!!! I mean...THE GAME. So for Killzone 2 - instead of having an ad that shows a PS3 doing some stuff and 2 second clip with Killzone 2 being a possible choice as a game. If Sony does something like that the game won't sell as much as MGS 4 did. The game is a good game - we all already know that. IGN rated it a 9.4/10. IGN Australia rated it a 9.0/10. Eurogamer (Portugal) amazingly rated it a 10/10. Eurogamer (Spain) rated it a 10/10. Eurogamer rated it a 9.0/10 due to them believing that Halo 3 is still the god of FPS's (rolls eyes). Gamepro rated it a 5/5. So it's a good strong game.

So for an ad for KZ 2 I want to see a 45second - 1 minute ad where it places the viewers in a war-torn environment just as the game does. Then have a character say something boldly. Then show nothing but consistent intense gameplay with the best music track of KZ 2. While showing gameplay, there should be shots of score and captions from major Press such as IGN, Gamepro, and Eurogamer. Then finish it with the title "KILLZONE 2" and stating boldly that it is only for Playstation 3.

That should convince people to get a PS3 for this game. It should do well. I just pray Sony doesn't do something with the whole..."You see this wall...yea umm that was a 2 second footage of what you get from LittleBigPlanet" - OH YEA...the audience and I really GOT SOMETHING, WE TOTALLY WANT TO BUY IT. For god's sake make software ads separate from hardware ads.

I wish the best for Killzone 2.

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