PlayStation Move is out next week, and to make sure Move gets off to a flying start, Sony will be spending a whopping £750k on the initial launch, and driving a 40ft truck around the country to train PlayStation Move retailers.
The £750k PlayStation Move launch will be followed up by more spending on a PlayStation Move campaign that will exceed £2m by Christmas.
“It is about creating that massive event spike during the launch week, pushing it out to new audiences and continuing on last year’s campaign,” Sony’s UK marketing manager Adam Boita.
But despite the massive spend on getting the first wave of PlayStation Move purchases in the bag, Sony says the PlayStation Move is not a “pre-order product”, meaning they aren’t expecting the pre-release hype other consoles and games might receive, and more importantly, aren’t necessarily expecting to see those pre-release orders to be flooding in.
This is an odd thing to be saying about a big launch like the PlayStation Move, and doesn’t sound very confident. However, it seems the tactic is to push the Move as ‘evergreen product’. Boita said: “whereas pre-orders are very important, it is not necessarily the key focus.”
Have you put in a pre-order for the PlayStation Move, or will you be buying it in launch week? Click and tell…
[via MCV]
