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Sony Teases PS4 Hardware, With Full Unveiling At E3

Microsoft is about ready to reveal the new Xbox today, but Sony wanted to get one last jab in before the big event.

It comes in the form of a brief hardware teaser trailer, which shows us partially obscured images of the PlayStation 4. We all know that when Sony announced the PS4 during a PlayStation Meeting back in February, they didn't actually show the system.

And they haven't until now. This is the best look we've gotten at the new system, which - from that brief presentation - appears to be a...black box. Well, yes, we had figured that much. There are also a few quick close-ups of the hardware, if that helps at all. Then there's the "See it First at E3" reminder and the date of Sony's E3 press conference, which is 6:00 p.m. PDT on June 10. We're pretty sure that gamers everywhere will be watching intently...

I doubt Microsoft will take the same tact with the new Xbox, though. Chances are, we'll be seeing exactly what that console looks like today.

Tags: ps4, playstation 4, ps4 hardware, sony, ps4 teaser

5/20/2013 1:17:36 PM Ben Dutka

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Comments (27 posts)

KidPresentable
Monday, May 20, 2013 @ 2:40:50 PM
Reply

I don't get the point of that.

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Nas Is Like
Monday, May 20, 2013 @ 4:19:46 PM

What's not to get?

It's a teaser, which means they're building hype and anticipation of the console.

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KidPresentable
Monday, May 20, 2013 @ 4:50:16 PM

Because no one knew that the system would be shown at E3?

They showed me a fan, and some shiny black stuff. I'm not sure how THAT builds anticipation or had any effect on Microsoft's reveal tomorrow.

Last edited by KidPresentable on 5/20/2013 4:55:09 PM

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JROD0823
Monday, May 20, 2013 @ 6:42:43 PM

@Kid,

You're looking at this too narrowly.

This trailer is a genius move by Sony's recently rediscovered marketing department.

Think about it this way:

Sony makes the official announcement of the PS4 to the world Feb 20.

Between that day, and the 24th of last month when Microsoft announced the Xbox Event was happening May 21st, pretty much ALL of the talk concerning next generation consoles was about the PS4.

So, between the 24th of April and today, the talk has been still mostly about the PS4, but the Nextbox has certainly gained some ground in everybody's mindshare since the Event was announced.

Now, with one day to go before the Xbox Event, Sony has masterfully refocused the attention back to the PS4 with the teaser trailer for the console.

It may seem insignificant to you personally, but that trailer has subtly redirected everyone's focus AWAY from what Microsoft is doing tomorrow, and that very well could be one more nudge for those on the fence that helps to win over their hearts and minds in favor of the PS4.





Last edited by JROD0823 on 5/20/2013 6:44:36 PM

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Akuma07
Monday, May 20, 2013 @ 8:50:30 PM

Then you have no soul.

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KidPresentable
Monday, May 20, 2013 @ 9:04:14 PM

JR:
That's an extremely glib way of looking at it.

I'm sorry, but wouldn't just showing the actual unit garner much more press than a teaser trailer on Youtube? You can't believe that a teaser trailer released mere hours before Microsoft's event is going to garner the worldwide press that they are going to get tomorrow morning.

And showing stuff first to undercut the competition has been Sony's modus operandi since the PS2. They also did it with the PS3 and the Vita. The thing is, hype is just that: hype. MS didn't have to rush out to show their system before they were ready because, at the end of the day, Sony has not sold a single unit of hardware yet. You call it masterful and genius on behalf of Sony's marketing, I call it typical and par for the course.

Last edited by KidPresentable on 5/20/2013 9:07:12 PM

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Neo_Aeon666
Monday, May 20, 2013 @ 9:53:59 PM

Well sorry but it did get me curious.

It worked on me. Until today I had forgotten about the *looks* of the PS4.

Now I am intrigued. And it really did reduce my hype for the MS event tomorrow. I was thinking about it today. Wonder what MS will say. After seing the trailer I was more like Ohhhh Wonder what the PS4 looks like lol.

It's catchy. It's not called a teaser for no reason. Some people don't like to be teased. You are one of them. That's ok but it does not remove the impact this video has on a LOT of people.

Last edited by Neo_Aeon666 on 5/20/2013 9:54:34 PM

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ethird1
Monday, May 20, 2013 @ 2:52:04 PM
Reply

E3 cant get here fast enough.

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Xombito
Monday, May 20, 2013 @ 2:55:14 PM
Reply

Today or tomorrow? I'm confused now. Did I time warped ahead a day?

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ryu
Monday, May 20, 2013 @ 3:08:15 PM
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they are ready today, it's happening tomorrow

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Nas Is Like
Monday, May 20, 2013 @ 4:20:17 PM
Reply

Can't make out much of that, but I'm sure it will look real good. Performance is more important though, so I don't think anyone has a reason to be worried about the PS4's performance.

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556pineapple
Monday, May 20, 2013 @ 6:05:57 PM
Reply

That wouldn't happen to be it in the preview still before you press play, would it? I ask because it would seem rather silly to show a clear image of it in the preview, when the video itself shows only blurry and close up images of it.

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WorldEndsWithMe
Monday, May 20, 2013 @ 8:15:30 PM

That was odd, I could see the whole console then that blurry video...wtf?

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Akuma07
Monday, May 20, 2013 @ 8:51:57 PM

That image on the preview is of the 'fake' console trailer that was released last week.

The official video on the PS Blog doesn't use that preview image. The youtube video Ben used is just an extract from the PS blog site.

Last edited by Akuma07 on 5/20/2013 8:53:48 PM

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broox9
Monday, May 20, 2013 @ 8:02:44 PM
Reply

Sony just wants to plant a seed in our heads, knowing where out attention will be tomorrow. It also seems like a slight jab at M$ to do it today. It would come off loser-ish had they done it after the Nextbox reveal though.

We all also know they will reveal more than the form factor at E3 also so it could serve as a reminder of that too.

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WorldEndsWithMe
Monday, May 20, 2013 @ 8:15:42 PM
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Bring it on baby.

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Akuma07
Monday, May 20, 2013 @ 8:51:18 PM
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Can someone extrapolate the pieces of the console from this trailer and put together an interpretation of what it will look like?

Really shouldn't be that hard, they gave us some pretty good POV's.

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Akuma07
Monday, May 20, 2013 @ 9:13:57 PM

http://www.psmania.net/2013/05/analysis-of-the-playstation-4-console-based-on-sonys-e3-teaser-trailer/

Nice analysis, not really giving us we didn't see ourselves, but it shows the pics of each shot so you can stare at them a little longer :D

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Akuma07
Tuesday, May 21, 2013 @ 2:12:19 AM

Annnnnnnnnnd someone has done it.

An artist rendition of what the console will look like based on the teaser:

http://img.gawkerassets.com/img/18ob68d0nc86xjpg/xlarge.jpg

Lulz. THAT looks fugly! it looks like a laptop.

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Clamedeus
Tuesday, May 21, 2013 @ 12:18:16 PM

That actually looks pretty cool imo. lol

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Crabba
Thursday, May 23, 2013 @ 3:48:51 PM

my goodness that artist rendition was one of the ugliest things I've ever seen, good thing it's just that...

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ulsterscot
Monday, May 20, 2013 @ 11:01:06 PM
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I think it would be hilarious if Sony completely undermined Microsoft's attempt to link their new console with COD by announcing the PS4 release Date as Nov 5 - and maybe even have a camo special edition

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Banky A
Tuesday, May 21, 2013 @ 2:31:05 AM
Reply

i think its square shaped

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___________
Tuesday, May 21, 2013 @ 5:07:36 AM
Reply

congrats $ony, they pick their kid up from school and he says hey my friends got ice cream when they were picked up can we get some?
so the parent says no, but you can have a carrot.
great $ony, thats REALLY going to draw the attention to you!
sigh.
and THIS is why $ony has always struggled in the sales department, because they SUCK at advertising!

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Akuma07
Tuesday, May 21, 2013 @ 11:13:23 PM

Your comment is confusing. The main idea of advertising is getting a message across, and your comment fails to do so completely. YOU suck at advertising! hahahahaha.

The PS4 marketing campaign has been a thing of genius, I don't remember a single other company that has done this in recent times. A lot of people were watching that teaser yesterday, rather than thinking about the X-one reveal. Compared to the PS4 reveal, when there was huge hype leading up to it.

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___________
Wednesday, May 22, 2013 @ 10:04:51 AM

thought it was quite obvious dude.
and it wasent suppose to be a add, so how do i suck at advertising?
christ, way to make yourself look like a arrogant childish moron!

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Cravit8
Thursday, May 23, 2013 @ 2:09:32 PM
Reply

After watching the Xbox One reveal, Sony didn't need to do a thing, but it probably only cost them about $300 in hourly wage to make this video, so certainly no loss.

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