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Sony Needs To To Execute A Full Holiday Press

Forgive the basketball terminology in the title; I've been playing NBA Live 10 a lot over the past few days (review incoming later tomorrow).

Anyway, the point is this: most analysts, journalists, and gamers believe that Sony is entering this all-important holiday season in a better position than in any previous year this generation. Heck, even Sony freely admits it. They're fresh off the $100 price drop, the new PS3 Slim model has just been introduced, Blu-Ray continues to rise, the PlayStation Network and Store are both growing rapidly, and they've just launched the latest iteration in the PSP universe; the PSP Go. Oh, and let's not forget that Uncharted 2: Among Thieves - a PS3 exclusive - is pulling down some of the highest review scores we've seen in years. In short, this is a time where Sony needs to press; they need to really shove this in everyone's faces. I've never been a big fan of that "in-your-face" marketing and advertising but the ugly truth of the matter is that it works. Sony should be preparing a series of campaigns that we'll see over and over and over again from now through the end of December; if they want to take advantage of this positive position, they need to strike now.

We have often condemned Sony for a failure to promote the PlayStation products and relevant software and although it has slowly but surely improved, we still haven't seen the all-out blitz. That's what they need to do now. Remember when Resident Evil 5 commercials were basically outnumbering Killzone 2 ads by like a 5-1 or 10-1 basis? I do. I just couldn't figure that out. Now, we're absolutely certain that Sony is keeping a very close eye on the impending success of Uncharted 2, and they know how crucial that price drop was (note the "It Only Does Everything" campaign). And as a result, I actually have seen plenty of ads on TV. But you know what? They still need to ratchet it up another notch, especially when Uncharted 2 releases next week. You shouldn't be able to switch through the cable channels without finding a commercial for the PS3 Slim, Uncharted 2, Blu-Ray, etc. They keep saying this is a "marathon and not a sprint," but you also have to take advantage of opportunities when they present themselves.

Hint, hint, Sony...the time is now.

10/5/2009 9:58:52 PM Ben Dutka

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Comments (56 posts)

Qubex
Monday, October 05, 2009 @ 10:28:59 PM
Reply

Yes Ben, makes complete sense really. Their marketing department really really need to take the game to Microsoft and get very serious... this is a race and this holiday season is a perfect moment to get on par with Microsoft and then pass them in total sales early next year.

I really do hope they push all the AAA games, Sphere, the Go and the like.

Sony need a blitz campaign... and they need it now :)

Q!

"i am home"

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Masterofallz
Monday, October 05, 2009 @ 10:42:28 PM

The marketing team right now is doing a fantastic job. My 8 year old cousin came up to me and said, "I wish I had a ps3! That racing game looked awesome!(GT5 I presumed)."

Im pretty sure he saw one of the commercial on TV. What they need to do now is show as much Uncharted 2 as they can. Maybe hire some Machinima artists to create hilarious uncharted skits. Something like that.

Oh, my bad. Not just Uncharted of course. Show ALL of the ps3 exclusives, since almost all of them are AAA.


Edit: Yeah, and they need to target little kids/ teenagers to. Thats where the money is.

Last edited by Masterofallz on 10/5/2009 10:46:13 PM

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SnipeySnake
Monday, October 05, 2009 @ 11:52:27 PM

Just wondering, why do you always say:

Q!

"i am home" ??

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SnipeySnake
Monday, October 05, 2009 @ 11:55:57 PM

@Masterofallz
Most teenagers go for the 360...well in my school. Everyone i talk to has a 360 which is annoying cause all they talk about it fps when it comes to gaming. People just keep telling people to get the 360 when they don't even consider looking into the ps3. It saddens me ;(

Edit: SPECIALLY HALO. fk..

Last edited by SnipeySnake on 10/5/2009 11:56:35 PM

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WorldEndsWithMe
Tuesday, October 06, 2009 @ 12:36:42 AM

You don't know the tale of Qubex's journey Home?

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Qubex
Tuesday, October 06, 2009 @ 12:53:33 AM

Yes, a very long journey at that WorldEnds :)

I have to admit this latest Home update is very nice; it really is getting there... and cleverly it is making money, or rather, more than it was before.

I can only see it get better and better if they keep this up. It is truly home... well almost!

Q!

"i am home"

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Qubex
Tuesday, October 06, 2009 @ 12:57:32 AM

Snipeysnake, it is still an issue, why the brain washing about having to purchase an xBot360 now that the prices are on par?

Anyway, as Ben and other well informed readers here have mentioned before ...it is all about the games in the end.

If you have compelling content people will flock to the platform. If they feel they are missing out on something, they will want to be part of it... call it techno popularism, but who wants to be left of something good and fun... even if it costs a few bob... you only have one life!

Q!

"i am home"

Last edited by Qubex on 10/6/2009 12:57:57 AM

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ljayljay
Tuesday, October 06, 2009 @ 8:45:52 PM

@SnipeySnake - Your entirely correct.
I haven't got a PS3 yet, but i'm seriously looking at it.

Most people my age seem to fall for the 360, even though its not a avid choice that would suit how they play. I myself got sucked into this big time, mostly due to the price at the time and the friend base i potentially had on it.

And now that most of my good friends now only have a PS3, so i'm stuck paying my expensive XBL membership to play with no-one.

What fun.

Last edited by ljayljay on 10/6/2009 8:46:33 PM

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Qubex
Tuesday, October 06, 2009 @ 9:17:07 PM

Perfect time to jump ship then ljayljay :)

Q!

"i am home"

Last edited by Qubex on 10/6/2009 9:17:24 PM

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Scarecrow
Monday, October 05, 2009 @ 10:43:29 PM
Reply

Killzone 2 needs to be promoted like crazy this holiday season

Same with Uncharted 2

Not just that, but the price, since that's important for Americans -_-

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bomba2812
Monday, October 05, 2009 @ 10:46:45 PM

i think sony already forgot about killzone 2

Last edited by bomba2812 on 10/5/2009 10:46:55 PM

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Scarecrow
Tuesday, October 06, 2009 @ 12:06:40 AM

Say what?

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Qubex
Tuesday, October 06, 2009 @ 12:59:39 AM

If Killzone 2 has been forgotten that would be a travesty; in my opinion it is still the best most polished FPS this generation I have to say... No one has forgotten LittleLargePlanet have they; so why Killzone 2? So need to continue marketing it I think...

Q!

"i am home"

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www
Tuesday, October 06, 2009 @ 5:56:39 AM

It'll be good to promote Killzone 2 but they just can't, this a definite WRONG time. MW2 is about to own every other fps out there, Sony can't revive Killzone 2 at this stage, its best they concentrate on Uncharted 2 as it isn't an fps the least, and get more hype around GT5 and GoWIII.

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Jiggy
Tuesday, October 06, 2009 @ 9:50:27 AM

You know what's sad?...I have yet to see ONE Uncharted commercial and it comes out next week!

WTF Sony? If its the best looking game out there, put it on TV!!!

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bomba2812
Tuesday, October 06, 2009 @ 2:49:27 PM

even if killzone 2 is one of the greatest shooters of all time and my personal favorite i think sony just forgot about it because it didn't get them enough money

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Wage SLAVES
Tuesday, October 06, 2009 @ 7:08:09 PM

I think they did the "Fire and forget" tactic on Killzone 2. They should have had more hype. Uncharted 2 better not be done like this.

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Qwarktast1c
Monday, October 05, 2009 @ 10:50:24 PM
Reply

yeah ben, they need to RATCHET it up another notch!!!

ACiT is gonna rock!!!

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Masterofallz
Monday, October 05, 2009 @ 10:53:03 PM

I preordered. :D

Last edited by Masterofallz on 10/5/2009 10:53:15 PM

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Highlander
Monday, October 05, 2009 @ 11:08:31 PM

How about we get Ratchet to promote Uncharted 2, and Drake can have a go at pushing Ratchet?

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GuernicaReborn
Monday, October 05, 2009 @ 10:57:41 PM
Reply

Sony commercials need to outnumber the Gieco Commercials. I'm sick of seeing that damn Gecko or that creepy little stack of money on TV. And that song gets stuck in my head.

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WorldEndsWithMe
Monday, October 05, 2009 @ 11:27:53 PM

but you enjoy the cavemen right?

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Squirreldriver
Monday, October 05, 2009 @ 11:30:19 PM

LMAO! Exactly what I was gonna say! That stupid friggin pile of money with the eyes drives me nuts! Sony should take a page from Geico's book; 2 ads in a row, every commercial break, all day and night, every damn channel! Nobody's heard of Uncharted 2, but even kids in Timbuktu know they can save %15 in 15 minutes.

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Qwarktast1c
Tuesday, October 06, 2009 @ 1:21:44 AM

i enjoyed the cavemen commercial with the caveman at the airport and that song Remind Me is playing in the background :)

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zee
Tuesday, October 06, 2009 @ 7:29:02 AM

The most annoying ad would be that girl dancing and singing that annoying song about "Education Connection". Has anyone else seen that commercial? You can't miss it as they run it so often!

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LimitedVertigo
Monday, October 05, 2009 @ 10:58:35 PM
Reply

This holiday season is going to be the mother load. I can't wait to see how the 360/PS3 battle it out.


Demon's Souls in 1hr 2mins!

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nickert0n
Tuesday, October 06, 2009 @ 10:46:01 AM

Are you waiting in line right now?

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Highlander
Monday, October 05, 2009 @ 11:07:44 PM
Reply

How about a 60 second commercial for Uncharted 2. The commercial would be some of the more exciting parts of the game with maybe a romantic interlude. All of it projected on a cinema screen, and the commercial shot from a hand cam as if someone was trying to record a bootleg copy of the movie. In the foreground we see the backs of the heads of the people in the seats in front of the camera reacting to all that is on the screen.

The commercial closes with a huge explosion on the screen and a shower of popcorn as the folks in front throw their pop-corn up in surprise.

Tag line. "The year's best action movie. Uncharted 2 : Among Thieves. Only on PS3, October 13th."

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LimitedVertigo
Monday, October 05, 2009 @ 11:12:27 PM

My biggest thing is whenever Sony shows a commercial they should put up a disclaimer pointing out they're showing actual gameplay. I'm sure they can tie it in with the same humor they've been implementing in other commercials. I'm tired of seeing 360 commercials with cutscenes being portrayed as ingame graphics.

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Highlander
Monday, October 05, 2009 @ 11:15:58 PM

Indeed. I'm pretty good at spotting the difference between game play footage and cutscene or rendered movie. Not every one is. Not to mention the fact that the majority of things in Uncharted are handled using the in-game engine.

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Fane1024
Tuesday, October 06, 2009 @ 5:51:05 AM

I don't know if you guys missed it, but there already is an Uncharted ad in the "It Only Does Everything" campaign. It's on the Blog.

Last edited by Fane1024 on 10/6/2009 5:52:45 AM

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Orvisman
Tuesday, October 06, 2009 @ 9:38:21 AM

@ Fane,

You beat me to it. I was just going to post about that.

Uncharted 2, it only does everything.


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Highlander
Tuesday, October 06, 2009 @ 10:14:05 AM

Nope, didn't miss the Uncharted 2 spot in the 'only does everything' campaign. I was just taking the big screen preview concept one stage further for a block buster commercial, instead of a video game commercial.

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WorldEndsWithMe
Monday, October 05, 2009 @ 11:30:19 PM
Reply

I've still only seen the rumor monger one, as opposed to 14,000 ads for WET.

If you can mention basketball I can mention football. Vikings ftw!

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Highlander
Monday, October 05, 2009 @ 11:36:04 PM

14,000 ads for Wet, and not one that made you want to buy it eh?

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LimitedVertigo
Monday, October 05, 2009 @ 11:52:13 PM

I never grow tired of watching Favre play. Class act on and off the field.

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Scarecrow
Tuesday, October 06, 2009 @ 12:08:41 AM

Yankees!

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LimitedVertigo
Tuesday, October 06, 2009 @ 12:09:25 AM

Overspend every year?

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Qubex
Tuesday, October 06, 2009 @ 1:03:50 AM

I didn't like WET at all!

Q!

"i am home"

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Qwarktast1c
Tuesday, October 06, 2009 @ 1:25:03 AM

i watched sportscenter after the game and they were talking about favre. they said something about him being the sort of "f" word at the moment in football...... that made me think of saying

"FAVRE YOU!!" lol

Last edited by Qwarktast1c on 10/6/2009 1:25:23 AM

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Xra897
Tuesday, October 06, 2009 @ 12:27:35 AM
Reply

pple said they couldn't screw up e3 but look what happened

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Highlander
Tuesday, October 06, 2009 @ 12:33:08 AM

What was that? they sure didn't screw up, they were the only one of the 'big 3' to show up with games!

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___________
Tuesday, October 06, 2009 @ 1:28:54 AM

M$ had plenty of games.
crackdown 2 is looking amazing especially considering they havent shown us much.
and splinter cell conviction is my most anticipated title for next year besides dantes inferno.
along with alan wake, i thought it was going to be a cheap alone in the dark rip off, but its actually looking really good.
forza 3, the less said about that the better.

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Fane1024
Tuesday, October 06, 2009 @ 5:56:55 AM

M$ had plenty of third-party multiplats which they pretended were theirs. The conference was a joke.

I'm not saying there aren't any good 360 exclusives coming, but M$ isn't making them.

Last edited by Fane1024 on 10/6/2009 6:00:44 AM

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___________
Tuesday, October 06, 2009 @ 7:52:10 AM

exactly.
because M$ does not make games, they publish them.

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Orvisman
Tuesday, October 06, 2009 @ 9:58:20 AM

So, you are more excited for the GOW clone Dante's Inferno than GOW III? Interesting.

Don't get me wrong, I'll buy Dante's Inferno, too; but I'm not more excited for it than GOW III.

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Highlander
Tuesday, October 06, 2009 @ 10:17:17 AM

MS does not make games, they publish them? Hmm.... interesting, I thought that Microsoft was supposed to be a software company? Don't they own first party studios too, which kinda does mean that they make games.

MS brought very little to the party at E3 and dressed up their dog of a motion control system as if it were a pure-bred champion. I'd have had more respect for them if it weren't for the fact that the biggest announcement made at their E3 event was (judging from the event itself) a single exclusive Beatles track for the 360 users of Rockband Beatles. Whoa, be still my beating heart. Incredible.

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___________
Tuesday, October 06, 2009 @ 1:31:42 AM
Reply

i must admit sony have improved big time on advertisement.
ive seen so many adds for NFS shift and at the end all sony no M$ in sight.
although there 3rd party games ill hold off my praise till i see the advertising for uncharted 2 and R&C ACIT.
lets hope its better than future tools of destruction.
i dident see 1 add for that, not 1, and resistance 2 got 3.

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JackC8
Tuesday, October 06, 2009 @ 7:42:13 AM
Reply

Games sell consoles. If you believe that Sony needs to make a full court press during Christmas, you should be up in arms that GT5 was delayed into 2010. You can't have it both ways - coddling the developers as if they shouldn't bother themselves with the realities of the business world, and still demanding maximum business sense from Sony.

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Orvisman
Tuesday, October 06, 2009 @ 9:44:40 AM
Reply

Yes, Sony needs to make a full court press this holiday season.

To that end, it would have helped Sony immensely if it had one more exclusive this holiday season to release in late November around the time people go Christmas shopping.

A game in a franchise that has a recognizable name and legions of fans waiting to upgrade, say a game like GT5 or GOW III. Maybe the GOW remakes can carry that torch, I don't know.

Maybe it is enough for those fans to know those games are coming in early 2010, making them pull the trigger on that PS3 purchase this holiday season.

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Button Masher
Tuesday, October 06, 2009 @ 10:12:32 AM
Reply

Sony needs to pick it's spots and saturate certain shows/channels with commercials. I would constantly have PS3 ads on the following:

ESPN
Major College Football games
NFL games (especially SNF & MNF)

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COBB
Tuesday, October 06, 2009 @ 11:32:11 AM
Reply

I hate to say it, but Sony is dropping the ball on this game just like Killzone 2.

Not one ad and its a week away from launching, they did the same thing with Killzone 2, waited just before launch to show some ads.

I think it was around the Superbowl or maybe during the game can't remember for sure.

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BeezleDrop
Tuesday, October 06, 2009 @ 12:19:35 PM
Reply

Well actually, they advertised the hell out of KZ2, which I don't see normally. Sony does advertise but not regularly, I don't even think Xbox does. Just show some commercials on sports channels and during Adult Swim, that should get a few people.

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COBB
Tuesday, October 06, 2009 @ 1:46:59 PM

I'm not saying they didn't show ads, they just waited until couple of weeks before the launch date, I think that hurt sales that's all.

I just remember seeing it a few times before launch, I agree, ads should run on all your sports channels and during primetime shows on Fox,Tnt,Tbs and Usa channels.

When they started the ads for the price drop, they should have started an Uncharted commercial along with a promo of a price drop, "kill 2 birds with one stone"

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flamefury42
Tuesday, October 06, 2009 @ 6:48:47 PM
Reply

Yeah, as Ben said, Sony has improved in advertising. I definitely agree that Sony needs to bring their game this holiday because they have to potential to shine. But as Jack Tretton said, Sony wants to be in the middle and there is no need to beat Microsoft at their sales. You have to remember, Sony just doesn't have a Playstation console to rely on. They also have tvs, PC's, Sony Pictures. And those are just a few.
Microsoft just has their Windows and Office to rely on. Can't say Microsoft hasn't done a good job, but Sony has more variety than just a Playstation.

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Scarecrow
Tuesday, October 06, 2009 @ 9:41:30 PM
Reply

As COBB's pointing out

They need to advertise their games months before release date. Get people interested way before release date.

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