Sony uses a non-trivial way to boost PSP game console sales

    Companies are increasingly turning to advertising as a means of denigrating, or at least simply “pinning” competitors. So Sony made an attempt to criticize Apple in a report on E3. Through the mouth of the hero of his new ad campaign, teenager Marcus, Sony is hinting that her portable PSP game console is unfairly deprived of attention. In one of the commercials, a teenager complains to Sony’s top manager Kevin Butler that he’s tired of people “chatting about phone programs” and that games like Peace Walker deserve attention - an attack on the iPhone is quite obvious.

    The new ad campaign is part of a strategy to revive interest in the PSP game console, which Sony admitted was not particularly popular in recent months. Sales of the console plummeted last year, and even its enhanced version, PSP Go, failed to save the situation. On the eve of the E3, Sony even had to admit that quitting the expensive and suffering PSP Go incompatibility problem was a failed experiment.

    Sony can hardly count on the success of a new strategy for promoting its products without updating the entire line. No matter how hard the marketers tried, PSP sales fell by half, and Apple devices were to blame: many gamers switched to iPhone and iPod and stopped buying PSP games. The Sony game console has a number of drawbacks: in addition to the lack of modern graphics and a low reaction speed, the prices for PSP games are higher than those of competitors. The average cost of a game for a PSP is forty dollars, while the price of iOS games rarely exceeds ten dollars.

    Now there are rumors about the release of a new version of the PSP gaming system, but deliveries will begin no earlier than 2011. And until then, apparently, competitors in the "apple" devices will not be. So an advertising campaign to draw attention to games may be the only opportunity for Sony to increase sales in 2010.

    via electronista.com

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