PS3 News: Sony Labels PS3 As A "Total Entertainment Solution" - PS3 News

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Sony Labels PS3 As A "Total Entertainment Solution"

While Sony doesn't intend to lose its game focus with the PlayStation 3, they want to show the average consumer just what the machine offers. This is the primary focus behind their new advertising campaign - "It Only Does Everything" - as revealed last week.

Now, senior vice president of marketing, Peter Dille, adds to his comments at the Blog in a recent interview with the LA Times. Sony launches their aggressive marketing campaign in September and they want to promote the PS3 as being "the greatest gaming, Blu-Ray playing, movie downloading system around." This comes hot on the heels of the all-important price cut, which is now in effect; the PS3 dropped $100, down to $299; that includes the new PS3 Slim model and all remaining "fat" 80GB PS3s on store shelves. And Dille says focusing on "everything" the PS3 can do is the best approach.

"We have been a game company for years and we would never walk away from that, but research confirmed there is a larger proposition under our nose. We wanted to reposition as a total entertainment solution. We felt like we can really own entertainment."

The obscure ads of the past are gone and following in the footsteps of the competition, Sony will try to reach out to "moms and families" more than ever before. The cheaper price tag certainly allows for this, and given the PS3's capabilities outside of gaming, it makes a ton of sense. However, don't think you won't see any ads for the games; Dille says they will continue to cater to the avid gamers, with particular emphasis on "high-profile new titles such as October's Uncharted 2." If they can get both the hardcore gamers and the "moms and families," where's the harm in that?

8/31/2009 Ben Dutka

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Comments (30 posts)

fluffer nutter
Monday, August 31, 2009 @ 11:03:10 AM
Reply

Oh, come on! Sorry. Those commercials crack me up. Especially, the one where he says that at the end in his girly voice. It's nice to see that SCE are coming around and trying to finally advertise more. Now, we just need to see what else they're going to do for advertising and at what frequency. The consumers of america do look at advertising and they are influenced greatly. As long as SCE push the details of what a PS3 can do for them, then the public will finally get to see why they may be interested in owning the "total entertainment solution". This looks to be a very interesting winter season.

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Highlander
Monday, August 31, 2009 @ 11:04:13 AM

Yeah, they are very well done commercials, I hope we see more form the team that came up with them.

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kevinater321
Monday, August 31, 2009 @ 5:07:09 PM

Whats wrong with him! lmfao...

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Highlander
Monday, August 31, 2009 @ 11:03:34 AM
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I've always felt that in some countries, perhaps most countries, a direct approach along the lines of "The new slimline Sony PS3 plays great games, and only costs $299. Oh, online play is free, you can also browse the net - also free. Bonus feature - you can play BluRays and DVDs just like those other BluRay players - no extra charge. The Sony PS3. It's only $299, 120GB hard disc included. Buy the Sony PS3."

Last edited by Highlander on 8/31/2009 11:03:43 AM

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Gogaku
Monday, August 31, 2009 @ 1:46:29 PM

That's exactly how I feel too. I know for a fact that American consumers respond better to straight up figures rather than abstract art when it comes to commercials. Even Apple's commercials have straight numbers in them, even though they are pretty artsy at the same time. I always felt like Sony took the wrong approach to advertising in this country, and hopefully they will change that with these new ads. The two I've seen hasn't impressed me fully (even though they are much better than the previous ones), I just hope the rest are more straight forward and concrete.

Last edited by Gogaku on 8/31/2009 1:47:36 PM

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WorldEndsWithMe
Monday, August 31, 2009 @ 4:12:25 PM

agreed, and I have yet to hear Sony say that online play is free.

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Highlander
Monday, August 31, 2009 @ 5:32:12 PM

It's implied, but never stated.

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Nynja
Monday, August 31, 2009 @ 11:35:18 AM
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I agree. I'm loving the new commercials. Just saw the MLB one which started the whole "Dear Playstation" ads.

If you haven't seen it, check it out here:

http://www.viddler.com/explore/sceablog/videos/534/

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Andysw
Monday, August 31, 2009 @ 11:55:09 AM
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How often do these commercials show up on television?

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VersusAlby
Monday, August 31, 2009 @ 12:07:38 PM
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My fat arrived today
and it's so great
the (current) price seems so cheap for all the features and quality you get

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WorldEndsWithMe
Monday, August 31, 2009 @ 4:12:55 PM

Welcome to the big show.

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Naga
Monday, August 31, 2009 @ 12:08:46 PM
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I've got a strange feeling that some idiotic would purchase Geow2 intending to play it on the PS3 since the ad said it can do anything its weird but it would be hilarious

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WorldEndsWithMe
Monday, August 31, 2009 @ 4:13:31 PM

maybe they should say it can do anything that's not lame.

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sunspider13
Monday, August 31, 2009 @ 1:08:43 PM
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Anyone remember the PS2 ad directed by David Lynch with the deer? Always liked that one...I've finally got to watch those new ads and they are pretty good.

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dlte
Monday, August 31, 2009 @ 1:19:26 PM
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The one thing I don't like about these commercials is that they still don't mention that the network is free and that the 360 is the same price but with a $50 a year fee. Then these would be perfect, to me at least.

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LimitedVertigo
Monday, August 31, 2009 @ 3:21:34 PM

Good point

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kreate
Monday, August 31, 2009 @ 3:44:45 PM

microsoft advertises xboxlive is free.
"connect for free" is what i saw on their ad.
they're not lying, but its misleading.

XbovLive
Jump In!
X
Microsoft

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NetheRealm
Thursday, September 03, 2009 @ 8:16:32 PM

May not be free much longer I heard the PSN may be going Pay to Play soon

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Robochic
Monday, August 31, 2009 @ 1:25:23 PM
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The commercials are really good and funny.

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Button Masher
Monday, August 31, 2009 @ 1:35:08 PM
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Sony needs to go old-school with their marketing and use the direct approach. Anyone remember the Sega vs Nintendo commercials? "Genesis does, Nintendon't". Just put out the facts gamers are aware of the general public isn't. Free Bluray player, free PSN, built-in WiFi, rechargeable controllers and a stable of great games (too many to mention here). All for $299.

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NetheRealm
Thursday, September 03, 2009 @ 8:09:14 PM

Yea they can start by saying Xbox Does Netflix Cross Chats & Voice Messages Animates Free Avatars in games & Custom Soundtracks all games PS3 Don't.

Last edited by NetheRealm on 9/3/2009 8:11:59 PM

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whooka
Monday, August 31, 2009 @ 3:01:37 PM
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They oughta just have a commercial that says, 'Alright, already, come and get it you cheap bastards!'. Seriously, everytime someone told me they were waiting for a price drop to buy a PS3, just in 'principle', I'd tell them they were a cheap git and just buy one already. The price drop is merely a reminder for people with no concept of value, imo (which, in the States, is slowly becoming a word not needed to be used much anymore, 'value').

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WorldEndsWithMe
Monday, August 31, 2009 @ 4:18:51 PM
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Can't wait to start seeing actual Sony commercials on TV, but you know damn well MS is going to counter with a rediculous media blitz. I swear they spend more money on ads and fixing broken machines than they ever made by selling that old busted console.

Sony gives everyone too much credit, they think everyone is intelligent and up to date on gaming, they aren't. Most people are brainless or brainwashed and need to be told point blank what is better (and not by an xbot employee)

Ahem, and furthermore, I don't care if they want to have Moms and Kids and a slew of moco games, just dedicate a studio to it and advertise that stuff too like Wii does or nobody is even gonna know it exists. All's well with ME as long as I keep getting my PS games, but if they want new customers they have to pander.

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tes37
Monday, August 31, 2009 @ 5:00:06 PM
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I know a few people who are interested in the ps3 just for a bluray player, and view the fact that it's a video game console as an added benefit instead of the other way around. I have a friend that will only play Tekken and has bought the ps1 and ps2 just for that game, kinda funny to me. I can't get him to play anything else.

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Ricochet
Monday, August 31, 2009 @ 6:12:53 PM
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"It only does everything" commercial. I wish they have this as a downloadable item in the PSN.

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Fane1024
Monday, August 31, 2009 @ 10:17:49 PM
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Does anyone else think "Kevin Butler" looks just like Peter Dille? Coincidence?

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WorldEndsWithMe
Tuesday, September 01, 2009 @ 12:41:03 AM

who?

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Crabba
Thursday, September 03, 2009 @ 6:18:06 PM
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So why am I seeing more banners and ads about the xbox 360 price drop already than about the all-new PS3 Slim pricedrop ?!

Looks to me like Sony is missing their HUGE opportunity. While we're hearing so much about how they're planning and announcing an upcoming marketing promotion it took 0 days before I had seen e-mails, banners and ads about the xbox price drop.

You gotta give it to Microsoft, they may have a crap PoS console that breaks 5 times a year on average, but they sure know how to advertise properly...

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NetheRealm
Thursday, September 03, 2009 @ 7:57:02 PM
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Sorry but atrociously hideous ad intensive tacky update 3.0 proves the slogan should be It Only Does Everything Wrong. Sorry Sony but you made the XMB look like crap & no matter how much you zoom in on the PStore Oversized Icons on my 73 inch screen & force me to look at the What's New ticker I'm still going to buy exactly what I wan't & nothing more from the store & that's nothing because I have free will & intelligence & no matter how many Icons & pop up windows you cram down people's throats they will buy what they choose & no more. Of course not all DLC is selling it's 90% crap that isn't worth 10 cents & there's way too much of it. I saw one of the new ads with the dude on G4 HD yesterday so that's good but it doesn't excuse the crappy update nothing does.

Last edited by NetheRealm on 9/3/2009 8:03:04 PM

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Pavex
Friday, September 04, 2009 @ 1:27:47 AM
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yu know? the ps3 is a POWERFUL system. games, blu-ray, internet, music, movies,ad nauseum. greaat beast. BUT.......6-8 cell core proccessor but FLoW can't run in the background. install a demo....make a sandwich! i LOVE my 60GB launch system.....but guys....lemme do more than one thing.....or MORE! i'm sure someone else has ideas!!

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