PS4 NewsPost-Launch: Is The PS4 Being Promoted Quite As Heavily? - PS4 News

Members Login: Register | Why sign up? | Forgot Password?

Post-Launch: Is The PS4 Being Promoted Quite As Heavily?

Heading into the launch of the PlayStation 4, we were seeing plenty of advertising. The "Greatness Awaits" campaign was everywhere.

However, as the new year rolls on, would you say Sony has backed off on the marketing? Given the inherent expense and the fact that it's no longer the holiday season, it's probably inevitable. But have they backed off too much? Or do you still see ads?

Historically, Sony hasn't been the best in the field of promotion and advertising. This a very erratic company when it comes to producing hype; sometimes, they're right on the ball while other times, you wonder what happened. During the last generation, there were several huge PS3 exclusives that could've used a lot more advertising help. Every once in a while, Sony came forward with a really great campaign that put the PS3 back in the limelight. That being said, when compared to Microsoft, Sony isn't in the same universe in regards to advertising.

That's a big reason why they need to keep the PS4 in the news. They need to keep promoting that bad boy via commercials and a steady stream of new information. Keep the game announcements coming and in general, keep the good word-of-mouth going. Those positive vibes are what has helped give Sony's console take the early sales lead; the company shouldn't forget that. Do you think Sony has backed off too much on the promotion of the PS4 since the New Year?

Tags: ps4, playstation 4, sony, ps4 ads, playstation 4 advertising

1/21/2014 10:01:16 PM Ben Dutka

Put this on your webpage or blog:
Email this to a friend
Follow PSX Extreme on Twitter

Share on Twitter Share on Facebook Share on Google Share on MySpace Share on Delicious Share on Digg Share on Google Buzz Share via E-Mail Share via Tumblr Share via Posterous

Comments (29 posts)

RICHIECOQUI
Tuesday, January 21, 2014 @ 10:13:35 PM
Reply

Ben here in nyc I have been seeing their ads a lot on tv!

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

Kryten1029a
Tuesday, January 21, 2014 @ 10:34:42 PM
Reply

They'll need to spend more than they did on PS3 and they'll need to do so on a sustained basis. It's known in the world of advertising that you need a certain amount of repetition or "impressions" to make a lasting impact. It's all about gaining mindshare. The initial lead that they've gained is a positive sign but they need to press home their advantage.

Agree with this comment 2 up, 0 down Disagree with this comment

WorldEndsWithMe
Tuesday, January 21, 2014 @ 10:46:55 PM
Reply

You'd think they'd realize that a big urban area like mine, who is stuck inside from the cold would be interested in video games. Never saw more than a few commercials for it before and there's nothing now.

Agree with this comment 2 up, 0 down Disagree with this comment

Temjin001
Tuesday, January 21, 2014 @ 10:53:35 PM
Reply

last time I watched broadcast television was during the Olypmics so I wouldn't know.
I just wish Sony would get showing some impressive new games.

Agree with this comment 3 up, 0 down Disagree with this comment

FatherSun
Tuesday, January 21, 2014 @ 10:56:58 PM
Reply

I suggest Sony treat every PlayStation related event as if the PS4 was being launched all over again. When a new game releases, when a new App or feature is introduced. Even during movie trailers such as the Amazing Spider Man 2. They are already displaying the Sony Logo so might as well.

I would even go so far as to suggesting that Netflix and Sony do a 30sec spot. So what if it's available everywhere! Be visible Sony.

Agree with this comment 6 up, 0 down Disagree with this comment

Kryten1029a
Tuesday, January 21, 2014 @ 11:09:43 PM

They own Sony Pictures so all they'd have to do is negotiate a deal with theatre owners to run a commercial before any Sony produced films.

Agree with this comment 3 up, 0 down Disagree with this comment

Crabba
Tuesday, January 21, 2014 @ 11:30:07 PM
Reply

more importantly they need to learn to promote their triple-A exclusives which is something Sony completely ignored for the entire PS3 gen for some reason...

I just read the latest article on Naughty Dog's development of Uncharted, and it's pretty shocking to see that even Sony's arguably biggest triple-A developer received basically no marketing whatsoever before the launch of the original Uncharted, and it took a lot of golden reviews & word of mouth for the game to gain popularity...

No wonder Sony exclusives don't sell when even the biggest devs don't get marketing money...

Agree with this comment 6 up, 0 down Disagree with this comment

DarthNemesis
Wednesday, January 22, 2014 @ 6:04:16 PM

You are right about the promotion for their games, but you are wrong about them not selling. The PS3 games sold better than that of the Wii and Xbox360 on average. Outside of Halo and Mario/Zelda noting sold that much compared to the PS3. Beyond 2 Souls just went platinum and TLoU sold better than any WiiU or 360 game last year. I would say that is pretty impressive with the crappy promotion. Gran Turismo still outsells Forza buy a large margin even though Sony poorly promoted it.

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

Xombito
Tuesday, January 21, 2014 @ 11:33:04 PM
Reply

Sony had said they can't compete with MS in terms of advertisement. Microsoft has too much.money. That being said I did see a PS4 commercial during the NFC championship game. So they're putting commercials in the right places. I can see Sony promoting their big titles heavily once they start releasing.

Agree with this comment 4 up, 1 down Disagree with this comment

Bonampak
Wednesday, January 22, 2014 @ 12:57:16 PM

Yeah but that's the thing. The adverts are placed where they think they can reach mostly gamers. They should be reaching out to more mainstream audiences.

If the PS4 is going to become the default home console in most homes, then it needs to be exposed to as many people as possible.

Agree with this comment 0 up, 1 down Disagree with this comment

DarthNemesis
Wednesday, January 22, 2014 @ 6:00:30 PM

@Bonampak The mainstream is not buying the X1 and only Xbox fanboys are buying the console. The price is too high for the casual consumer. Sony still holds the advantage with the price and the appeal as neither are at a point to gain success outside of the hardcore gaming market. Why waste money advertising to an audience that is not interested?

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

Bonampak
Wednesday, January 22, 2014 @ 10:10:59 PM

@DarthNemesis - Every console that has been the top dog in term of sales has had mainstream appeal. PS1 and PS2 had that. The PS3 eventually got that as more and more people became aware of the great games available there. Games such as the Uncharted series and especially, The Last of Us became too popular to ignore.

Anyway, the cores already know where the good stuff is at. They don't need to be convinced or sold on the idea that the PS4 is vastly superior to the X1 in practically every possible way.

The ones that need to be convinced are mainstream consumers. I know people dislike them for being non-gamers. But that crowd is the difference between a system selling just to the core base or selling well beyond that base.

The PS2 didn't lack any core games just because it was also a favorite among casuals. So there is no danger that the PS4 could become like the Wii. The PS4 actually does have 3rd party support. That will never change.

Last edited by Bonampak on 1/22/2014 10:12:05 PM

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

VampDeLeon
Wednesday, January 22, 2014 @ 12:33:21 AM
Reply

Honestly, they did a solid job during PS1 (thanks Crash) & 2 era. PS3.. not so much unless it was on a sports channel from what I have noticed.

It's more difficult now with Microsoft's influence. At least the PS4's got their price to promote enough.

Agree with this comment 0 up, 1 down Disagree with this comment

Gabriel013
Wednesday, January 22, 2014 @ 2:04:18 AM
Reply

wow, now that you mention it I can't remember the last time I saw an advert for either console.

I hadn't really noticed until now.

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

ZettaiSeigi
Wednesday, January 22, 2014 @ 3:42:27 AM
Reply

I guess the question is "Can the PS4 be easily purchased by those who see the ads and are convinced to buy it?" I'm not in the US to say if there's still a lot of promotion going on, but wouldn't it be pointless to advertise something that cannot be easily bought?

This is probably a poor example but the PS4 is still unavailable in Amazon (directly from them, at the $399 SRP). I don't know if it's just them or other retailers also don't have plenty of units to sell. Sony should address the supply issue first and then go out with all their guns to promote it.

Agree with this comment 4 up, 1 down Disagree with this comment

Kryten1029a
Wednesday, January 22, 2014 @ 4:47:29 AM

There are obviously a lot of people who haven't bought one yet and this is as much about the future as the present. Sony needs to generate as much positive buzz as possible so that when those people make the decision to buy they come down on the PS4 side of the fence. Plus, people want what they can't have. How much of the success of the Wii came down to the fact that for the longest time you could hardly get your hands on one?

Agree with this comment 2 up, 1 down Disagree with this comment

Bonampak
Wednesday, January 22, 2014 @ 1:09:15 PM

@Kryten1029a - With the Wii you had a different situation, though. It was basically a Wii Sports machine. And once that game became popular, people were running over each other to buy a Wii just to play Wii Sports.

The PS4 has good launch games. But nothing that is going to motivate mainstream people to buy it with the same obsession they had for Wii Sports.

Anyway, I think phase one for Sony was to get the core gamers on-board. The ones that got a PS3 and who they hope will move on to the PS4. They need to focus on them first. They can later try to target mainstream people with a game that is specifically made for them.

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

DarthNemesis
Wednesday, January 22, 2014 @ 5:57:31 PM

Right the PS4 has remained sold out with new shipments selling out within minutes, while the X1 has never sold out and I see tons in store and online. I know news is slow, but this article is really pointless when the PS4 is the fastest selling console of all time and the reason they cannot produce enough is because they are selling faster than they are coming off of the production line. The X1 is suppose to be more appealing to casuals, yet they stay in stock.

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

___________
Wednesday, January 22, 2014 @ 4:23:32 AM
Reply

it has dropped down significantly!
which is a shame they really need to keep pushing it.
oh well hopefully its died down so they have more money to spend on advertising once the games actually start releasing!
i saw quite a few ads for drive club even though it still has no release date.

Agree with this comment 1 up, 0 down Disagree with this comment

Godslim
Wednesday, January 22, 2014 @ 7:12:49 AM
Reply

yeh ive seen alot of adverts here in the uk, wish sony working on showing off some new games for us tho

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

Gabriel013
Wednesday, January 22, 2014 @ 10:40:53 AM

I don't think I've seen any for the past couple of weeks. Maybe I just missed them

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

Ninja_WafflesXD
Wednesday, January 22, 2014 @ 9:02:13 AM
Reply

I'd say it's very important for general consumers.

For us, who live and breath video games, whether you bought the PS4 at launch or not, we haven't forgotten about it (I'm hoping to pick up my PS4 in March, for instance).

However, for everyone else, if they're not reminded frequently....they will forget.
It's as simple as that.

Say all you want about Microsoft, but they know how to advertise their products.

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

Brighat
Wednesday, January 22, 2014 @ 11:03:45 AM
Reply

I haven't seen any commercials for the PS4 or Xbox One in Canada other than the same ones they have been airing for months or the ones where a console advertises a third party game. I've seen a lot of different commercials from Microsoft about Surface tablets and cellular phones featuring Sara Bareilles's "Brave" in the background.

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

PS3addict
Wednesday, January 22, 2014 @ 11:23:56 AM
Reply

I do not understand why Sony does not invest in Blu-ray commercials. All of the new blu-rays grab fresh previews from the web. Why not a PS4 commercial? Best way to get 5.1 or 7.1 audio to really grab attention.

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

JackC8
Wednesday, January 22, 2014 @ 11:42:04 AM
Reply

I've seen that "It's such a perfect day" commercial sometime in...I dunno. The last month maybe? That song annoys me so I usually mute it.

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

frostface
Wednesday, January 22, 2014 @ 12:16:48 PM
Reply

I see more PS4 and PS Vita ads here in Dublin then ever before but it's only because we used to see none until recently.

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

PoopsMcGee
Wednesday, January 22, 2014 @ 12:52:51 PM
Reply

The "Perfect Day" ad was on during the big games last weekend. I didn't notice any X1 ads though.

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

DarthNemesis
Wednesday, January 22, 2014 @ 5:52:09 PM
Reply

Nothing out to promote. I still see the original commercial which is enough. Why spend money to promote nothing when the console is selling better than the competition as is? All MS promotes is Kinect and the X1 as a media device, not a gaming console.

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

telly
Wednesday, January 22, 2014 @ 11:13:31 PM
Reply

I've seen the Perfect Day ad every few days here in DC. Now that I think about it, it's definitely on a lot during NFL football games...

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

Leave a Comment

Please login or register to leave a comment.

Our Poll

What do you think of the Destiny beta?
It's awesome! Can't wait for September!
It's only good, but I'm having fun.
Eh, it's okay, but I expected more.
It sucks, period.

Previous Poll Results