Speaking via the official PlayStation.Blog website, Peter Dille, senior vice president of marketing at Sony Computer Entertainment America, has announced that
the company is about to launch a major new marketing campaign for the PlayStation 3, focused around the introduction of the 40GB hard drive model of the console.
The campaign is scheduled to begin this weekend and is intended to feature a “more high-energy, entertainment driven focus for the PS3”.
“The games are here, the price point is now $399 and we wanted to make the news loud and clear. But we need to deliver that in a way that befits the PlayStation brand. And so, beyond the brilliant HD games that the PS3 delivers, you’ll also see a big focus behind the PS3’s Blu-ray movie capability and, for the first time, you’ll see a major focus behind the PlayStation Network and the exclusive gaming content available on the PlayStation Store, as well as breakthrough services like Home,” said Dille in the blog.
Specific focus will be given to first party game such as Heavenly Sword
, Ratchet & Clank Future: Tools of Destruction
, Uncharted: Drake’s Fortune
and Gran Turismo 5 Prologue
. Third party exclusives such as Ubisoft’s Haze
, Namco Bandai’s Time Crisis 4
and Konami’s Metal Gear Solid 4
will also be featured prominently, alongside multiformat releases such as Burnout Paradise
, WWE Smackdown vs. Raw 2008
, Assassin’s Creed
and Madden NFL 08
The campaign will begin with a sixty second television spot codenamed “Universe of Entertainment” and featuring a morphing PlayStation 3 console and several game and Blu-ray excerpts. A thirty second spot named “Only On” will focus on showcasing first party titles. Further television spots are apparently under development.