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New PlayStation Slogan To Highlight Exclusive Software

"It Only Does Everything." That's the marketing slogan we all know and recognize, but it seems Sony plans to shift promotional gears.

Starting this year and according to Sony senior brand manager Scott McCarthy, the aforementioned motto will be changed to "Only On PlayStation." The reason for this move? Well, the old slogan was designed to move hardware while the new one is supposed to put the emphasis squarely on the software. Now might be just the right time; with exclusive franchise names like Uncharted, Killzone, inFamous, Gran Turismo, Twisted Metal, Ratchet & Clank, and Resistance, there's every reason to highlight the exclusive software. Maybe it's long past time for Sony to remind the consumer that when it comes to games that can only be played on a certain console, the PS3 has the obvious edge. Multiplatform titles can be excellent, too, but console-specific games often seem to be a step ahead.

Might as well put that fact on display, right? So in 2011, expect to see a lot of "Only On PlayStation" when exclusive titles are advertised.

Tags: sony, playstation, ps3, playstation 3, sony marketing

2/23/2011 9:21:46 PM Ben Dutka

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Comments (65 posts)

ZettaiSeigi
Wednesday, February 23, 2011 @ 9:59:20 PM
Reply

Amazing how distant 2007 is! And yes, while "It Only Does Everything" really makes sense highlighting the capabilities of the PS3, now is probably the best time to put the spotlight on what the PS3 is for: the games.

It's time for the PS3 to make a killing this year, what with the lackluster lineup that the competition has.

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Lenoxseer
Wednesday, February 23, 2011 @ 10:01:48 PM
Reply

Cool. I think they should have done this sooner though. And don't forget God of War!

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WorldEndsWithMe
Wednesday, February 23, 2011 @ 11:45:55 PM

This would have been enough.

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Veitsknight
Wednesday, February 23, 2011 @ 11:52:49 PM

I can understand an accidental double post, maybe triple, but this is just crazy. hahaha.

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WorldEndsWithMe
Wednesday, February 23, 2011 @ 10:03:35 PM
Reply

How original, nothing at all like what it says on the box of both PS3 and 360 exclusives ;)

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PasteNuggs
Wednesday, February 23, 2011 @ 10:30:52 PM

I don't think they put it 360 games anymore. Reach and Fable 3 don't have it.

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GuernicaReborn
Wednesday, February 23, 2011 @ 10:10:05 PM
Reply

My favorite was 'Live in your world. Play in ours.'

I like this though. It lacks originality, but it also gets right to the point, something Sony has shown they are hit-or-miss with.

Last edited by GuernicaReborn on 2/23/2011 10:12:57 PM

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WorldEndsWithMe
Wednesday, February 23, 2011 @ 10:30:47 PM

I won the lawsuit about the World quote, they had to stop using it.

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AcHiLLiA
Wednesday, February 23, 2011 @ 10:46:01 PM

How much did u win?, I was to busy sleeping in the back.

Last edited by AcHiLLiA on 2/23/2011 10:49:00 PM

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WorldEndsWithMe
Wednesday, February 23, 2011 @ 11:45:22 PM

I got free Cafe Lates for life ;)

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Qubex
Thursday, February 24, 2011 @ 8:53:58 AM

Lol World!

Q!

"play.experience.enjoy"

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AcHiLLiA
Thursday, February 24, 2011 @ 12:09:48 PM

Got calories, hahaha.

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mexgeo86
Wednesday, February 23, 2011 @ 10:11:40 PM
Reply

What about a 'Kevin Butler Seal of Approval'? lol

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Fabi
Thursday, February 24, 2011 @ 9:52:10 AM

Viva el America!

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Simcoe
Thursday, February 24, 2011 @ 11:04:14 AM

That's awesome Mex, I can just picture a seal with KB giving a "thumbs-up"...that or the "wink and gun".

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WorldEndsWithMe
Wednesday, February 23, 2011 @ 10:30:09 PM
Reply

Speaking of Uncharted (and going way off topic) no news about the new blasphemies coming from movie director David O. Russel?

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ZettaiSeigi
Wednesday, February 23, 2011 @ 10:43:22 PM

I stopped paying attention to it after he mentioned the movie being like the Sopranos. Haha!

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GuernicaReborn
Wednesday, February 23, 2011 @ 10:49:08 PM

lol I missed the quote about the Sopranos. I'd expect there are alot of Fade to Black jokes in that article.

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WorldEndsWithMe
Wednesday, February 23, 2011 @ 11:44:32 PM

The latest is that yeah he's played the game and enjoyed it and respects the source material but that is about being in the game and shooting stuff and there is no cinematic story or emotional attachments to be had, so he is reworking it so that the movie has these things whereas the game doesn't. *facepalm*

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ZettaiSeigi
Thursday, February 24, 2011 @ 12:53:41 AM

The guy has completely lost the plot, didn't he? That's literally and figuratively speaking. LOL

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Lawless SXE
Thursday, February 24, 2011 @ 12:57:23 AM

Why do I get the feeling that he played Gears, saw a video for Uncharted with the name, and assumed one was the other?

He HAS to be braindead.

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Qubex
Thursday, February 24, 2011 @ 8:55:34 AM

That is ridiculous... he has no clue about what he is actually playing and how good the material is... was he sleeping during the cut scenes... they are like movies themselves!

Q!

"play.experience.enjoy"

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FatherSun
Thursday, February 24, 2011 @ 9:24:59 AM

O'Russel's statements are borderline disrespectful in my book. He must be new to games. Seeing as how Uncharted's cinematic storytelling is top notch in the industry. It would be best if he just shut up and make the movie. Most are expecting to be disappointed anyway.

If he really cared he would create a dialog on the PS blog or on PSX if he really wanted to get into the fans heads and delivery an exceptional production. I would like to hear NDs thoughts on his statements. I am sure they can't have THAT much confidence in him. Can they?

Last edited by FatherSun on 2/24/2011 9:27:20 AM

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Underdog15
Thursday, February 24, 2011 @ 10:30:54 AM

My guess is that he played the game on easy, but he was so bad at it he kept dying... so bad that it would be weeks between cutscenes for him. By the time he reached a cutscene or moment, he'd forgotten everything else that had happened.

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Radiohead
Wednesday, February 23, 2011 @ 10:47:36 PM
Reply

I think Robert De Niro would make a badass sully in the uncharted movie.

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Kangasfwa
Wednesday, February 23, 2011 @ 11:36:26 PM

Bruce Campbell would be better.

Agree with this comment 7 up, 1 down Disagree with this comment

Lord carlos
Thursday, February 24, 2011 @ 4:11:39 AM

Bruce campbell is a legend
Need a new evil dead movie about 10 yrs ago

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BIGRED15
Wednesday, February 23, 2011 @ 10:55:39 PM
Reply

i think O russell needs to get up to our level and actually think like a gamer. More gamers turned directors would be what that tanking idustry would need. Pretending to understand doesn't fly. Have we been waiting for some halfwit director to stumble upon narrative gold like in uncharted just to make a spinoff? Just because you put de niro in it wont direct us away from what really matters. The flippin story, and btw yes call me a freak but i felt like a changed person after uncharted lol.Russel do urself a humongous favor and take a cue from your predecessors. Videogames movie "Spinoffs" DO NOT WORK. Authenticity will make a winner.

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Qubex
Thursday, February 24, 2011 @ 8:57:11 AM

I think you are right! One issue though, what were the total sales of Uncharted 1 and 2... maybe 10 million or so... I am sure there will be more people who are not gamers who will likely go and see this adventure story, so maybe from the directors perspective, he needs to take the non gamer community into consideration.

Q!

"play.experience.enjoy"

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Kiryu
Wednesday, February 23, 2011 @ 11:08:28 PM
Reply

"Only on Playstation" is a great line!

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cLoudou
Wednesday, February 23, 2011 @ 11:13:22 PM
Reply

Maybe they should of went with " Not on those other Consoles"

Agree with this comment 4 up, 3 down Disagree with this comment

Highlander
Thursday, February 24, 2011 @ 11:28:35 AM

Never advertize your competition.

"Only on PlayStation" indicates exclusivity, but only mentions Sony's brand.

Agree with this comment 4 up, 0 down Disagree with this comment

frylock25
Wednesday, February 23, 2011 @ 11:27:19 PM
Reply

how about this whole "watch the last discovery space shuttle from home" thing that is going on.

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Lawless SXE
Thursday, February 24, 2011 @ 1:06:13 AM
Reply

I don't like it. Sure, it's simple and to the point, but it lacks any sort of creative flair. Never mind me, the best I can come up with at the moment is the motto "PS: A Place for Games", which would then be followed by the advertisement of the game with commentary by KB, or some other new promo personality, and ending with the splash of "Only on Playstation"
Peace.

P.S. Let me just iterate that I think that this is a good idea. The "It Only Does Everything" campaign was there to put the PS3 in the eyes of the mass market, and worked. So, the logical evolution, given the amazing line-up of 2011 is to switch it over and get people to look at the games. And by George, there's a lot of them.

Last edited by Lawless SXE on 2/24/2011 1:27:10 AM

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___________
Thursday, February 24, 2011 @ 1:12:17 AM
Reply

whats that?
sony actually advertising their games?
my lord, hell has frozen over!
hey, a flying pig.............

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Lawless SXE
Thursday, February 24, 2011 @ 1:29:47 AM

Ha! No, only in America.

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Lord carlos
Thursday, February 24, 2011 @ 4:25:54 AM

No hell hasn't frozen over,i haven't given the word yet.
Its just everywhere outside the usa already knows the PS3 has the superior line up,having BOTH all multiplat & the best exclusives to choose from.

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___________
Thursday, February 24, 2011 @ 6:54:52 AM

no, i say when hell freezes over.
you can have the apocalypse.
;)

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kraygen
Thursday, February 24, 2011 @ 1:55:44 AM
Reply

They should do an only on playstation Kevin Butler commercial where some guys are asking what system a game is available on, at which point KB interrupts and says playstation 3 and then he could wow them with some footage of all these great exclusives. Dumbfounded the guys could be like, all those games.

KB, in that simple KB way, "only on playstation"

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Qubex
Thursday, February 24, 2011 @ 8:58:33 AM

That would be very funny indeed, but surely not everyone likes him? Maybe Sony want to keep it a little more "generic".

Q!

"play.experience.enjoy"

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WorldEndsWithMe
Thursday, February 24, 2011 @ 9:40:28 AM

That is a good idea, but I have to agree with Qubex, since the masses are unaware of PS3 exclusives probably the best way to tell them is just to show wicked footage until they are salivating for the 360 release date and then tell them it's only on Playstation.

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kraygen
Thursday, February 24, 2011 @ 11:36:36 AM

What, they should only make 1 commercial? Come on, with this Sony should make at least 4-5 different commercials.

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WorldEndsWithMe
Thursday, February 24, 2011 @ 1:07:09 PM

one for each exclusive of course.

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kraygen
Thursday, February 24, 2011 @ 3:32:27 PM

well definitely, I just thought as a nice bonus they could do one with KB that highlights a bunch of them so in one fell swoop people could see all the different styles of games that sony has exclusively.

Could be funny and with KB, you know it would be.

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Lord carlos
Thursday, February 24, 2011 @ 4:16:55 AM
Reply

HA my god of war 3 box already has this new logo as does gran turismo 5 & heavy rain.
Must be old news in ireland and the surrounding countries :)

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RadioHeader
Thursday, February 24, 2011 @ 6:26:13 AM

I'm from one of Ireland's surrounding Countries (England - people probs haven't heard of it) and yes, my PS3 exclusives have had this logo for a year or so.

All Hail Ireland - The tip of the sphere, and birthplace of awesome new logos!

...and home of the first Paper Shop, which sadly blew away :(

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WorldEndsWithMe
Thursday, February 24, 2011 @ 9:42:21 AM

That's what I meant by my comment above, I think the deal is that it will be the official advertisement line now instead of It Only Does Everything. Not just on the box.

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H8WL3R
Thursday, February 24, 2011 @ 2:46:30 PM

Oh really, they just started printing that the last year or so in some regions? Hmm, didn't consider that. I have a game from 2008 (R2 Collector's Ed.) that has the "Only On PlayStation" disclaimer. Perhaps here, launch titles, or soon thereafter didn't feature the "Only On", but it started with 2008 titles.

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STAY3R
Thursday, February 24, 2011 @ 6:12:40 AM
Reply

@BEN: u didn't mention lil' big planet :P

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Snorge
Thursday, February 24, 2011 @ 11:29:05 AM

Hell yeah! Cant forget the biggest of little planets!

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Excelsior1
Thursday, February 24, 2011 @ 8:05:23 AM
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i like the idea of focusing on software. software drives hardware sales, right?

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WorldEndsWithMe
Thursday, February 24, 2011 @ 9:43:54 AM

If you can get it into people's heads that they need these games yup. Sony's K Butler commercials are funny, but I don't think they drive this point home.

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FatherSun
Thursday, February 24, 2011 @ 9:18:27 AM
Reply

Sony seems to have an obsession with the word "Only".

"It Only Does Everything", "Only On Playstation". Sony, The One and Only".

Meanwhile at the Hall of Doom....

Xbox new slogan, "Only If....."

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Snorge
Thursday, February 24, 2011 @ 11:30:00 AM

LMAO! "Meanwhile at the Hall of Doom...." ROFlMAO!

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Highlander
Thursday, February 24, 2011 @ 11:30:30 AM

Only Playstation can do it....

or

Only Sony

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Sithis
Thursday, February 24, 2011 @ 10:06:54 AM
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I dunno. Couldn't they have come up with something more creative? Not that I can suggest anything... But really?

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Temjin001
Thursday, February 24, 2011 @ 10:25:19 AM
Reply

It does do everything. Probably too much for me and my family. Our PS3 is seemingly turned on for like all waking hours of the day. If it's not Netflix and Blu_Ray, it's videogames like Tetris or KZ3.
We're going to attempt to use our Wii as out Netflix box so the PS3 can catch a break.

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BikerSaint
Thursday, February 24, 2011 @ 3:43:08 PM

Temjin001,
That what I'm using my double-180 Bot-Box for, just so it doesn't get too rusty, LOL

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Simcoe
Thursday, February 24, 2011 @ 11:22:52 AM
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This slogan could also work with some multi-platform games too. I read last week that Sony will be looking "to lock-up exclusive parts of games", much like the playable Joker character from Batman: Arkham Asylum.

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Snorge
Thursday, February 24, 2011 @ 11:31:27 AM

Oh man did people miss out if they got the 360 version. Joker was amazingly fun and actually played different than the Bats! Glad it wasnt just a re-skin.

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Lairfan
Thursday, February 24, 2011 @ 3:41:54 PM
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Simple, but it gets the job done. I would have preferred something new (as everyone already knows its been on game boxes for a couple years now), but it works.

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highteckRN
Saturday, February 26, 2011 @ 4:43:41 PM
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I think their trying to make it sound less hacker friendly because they have been cracking down on that and if you unlock one "it only dose everything" plus more except play online lol

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somethingrandom
Sunday, February 27, 2011 @ 2:46:34 PM

WTF?

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Gravelight
Monday, February 28, 2011 @ 6:34:44 PM
Reply

Just put the original mascot back on. Crash Bandicoot does something randomly funny or cool to advertise new games, but him as a retired gamer because it might give people the wrong idea that it's probably a bandicoot game advertisement instead of what it is. STOP making the Crash games all together and use him for a mascot. Put Kevin Butler in his costume, even better.

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Gravelight
Monday, February 28, 2011 @ 6:34:46 PM
Reply

Just put the original mascot back on. Crash Bandicoot does something randomly funny or cool to advertise new games, but him as a retired gamer because it might give people the wrong idea that it's probably a bandicoot game advertisement instead of what it is. STOP making the Crash games all together and use him for a mascot. Put Kevin Butler in his costume, even better.

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