A little look at advertising

United colors of PlayStation April 21, 2006

The commercial success of the PlayStation comes from an exponential dynamic of adhesion: the one who have no PlayStation enjoy the one who have it. It is a fashion phenomenon, and the ads always try to cause this process. That explains the slogan of the second campaign of the PlayStation: " Don't think that it only happens to the others.". Sony also tried to universalize its console, that was the next gear of its strategy: the new TV commercials showed people from everywhere (Europe, America,
Asia) who talks about their extraordinary experiences in front of their screen. The PlayStation allows to be at the same time the master of the universe, a Formula one champion, a dispenser of justice of the impossible one…or even more. The message is clear: everyone can become "someone" thanks to its PlayStation. After having pushed to the limits the will and the desire of transgression, Sony believes in another human aspiration: the glory which is linked with the celebrity. The paradox is simple: when people are trying to become someone special, they buy a console… like all the others. It is the clue of the know how of Sony about marketing. But, that was believable after the success of the “Walkman”. However, this strategy was a little bit confused with the third generation of TV commercials whose main character was “Fifi”, a strange woman. The one who have seen her cannot forget the deformed face of this girl outputting obscure concepts, before concluding on a peremptory: "I play, thus I am". This character was a shock whose aim was at being remembered by people. However it allows a globalisation of the concept which l create also a collective reaction. The face of the girl was made of different skin fragments which symbolise the PlayStation community. This was also a good way to show a girl endorsing a console which is often linked with male characters. Thus, that was a great way put out the video games from its masculine ghetto.

Some interesting ads! April 21, 2006

Results of a PlayStation survey April 21, 2006

Executive summary

We can ask about the profile of the PlayStation 2 user in order to find the main factors that will make the success of the PlayStation 3. Indeed, it is important to have a good knowledge of the PS2 players in order to provide them the best satisfaction with the new PS3. The survey was especially about the online gaming habits of the consumers, but also about their regular playing habits. The survey was not about the PS3 product in particular because the design of this product has already been decided and there is no need to change it. This report shows on what Sony must communicate to sell its product, and if Sony has well developed its new console. This survey reveals that Sony must put the emphasis on a communication campaign which shows the fun of the online games. Sony should also think about a multimedia compatibility with its new hardware and develop more diversified games in order to catch the Microsoft and Nintendo players.

Introduction

This report will look at:
• The PS2 consumer: player habits and its equipment
• The interest of the online function
• The keys of the PlayStation 3 success

Findings

1. There are two kinds of PlayStation customers: there is the player or the buyer who offers it as a gift but who does not play with it. Thus, Sony is right to launch the PS3 in November because it will profit from the trend of the Christmas gifts, which will help to sell more consoles and software. Sony could also insist on the beauty of a gift like the PS3 in Christmas ads with a surprising ton it has the secret of. Indeed, the PlayStation was almost as bought by players as it was offered.
2. People are not used playing online, that is why Sony has to insist on the online function which will have a great importance for the PS3 users. Sony has to launch blockbuster games with interesting online possibilities in order to attract the PC players who are fond of this function, and to convert regular users of PlayStation. It is also important to propose an hard drive to save the downloaded features and to propose multimedia compatibility with other media like PC (films, music, chat, add-on for games…). These functions will also be useful for the main users but also for the others who will be able to use the PlayStation for other activities than playing with a video game.
Sony could use the internet function to present its new products. However, it will not sell many products online. This means will be a show-window that will help to sell in shops but not online.
3. The quality and the performance of the consoles and of the games are the most important criteria in people’s mind. Sony and the editors have also to be creative and to profit from the new technology of the hardware to propose more realistic, funny and attractive games. They must pay attention at the innovation of the competitors. To fight against Nintendo, Sony has to look at its competitor’s new concept of playing (gyroscopic paddle) and to be more creative by creating new concepts of games. As far as fighting against Microsoft, Sony has to buy the maximum of games licenses in order to reduce the number of exclusive blockbuster games and to attract its users who are generally from the PC world. Half of the PlayStation users is faithful, but Sony should continue to innovate with new concepts like Eye Toy, in order to keep them. The promotional offer will also have a great importance on sales, that is why Sony should launch a pack with the hardware and a game to boost especially the sells of video games. Indeed, the consumers only buy one to three games in a year, which is few. Thus, Sony has to make efforts with its new disc support: the blu-ray, which can contain about ten DVDs in one. The cost of the editing and of the development must be low to produce a lot of quality games at a cheap price to increase the sells of video games.
The other points tested in the survey confirm what Sony has already thought about the PS3. We can for example quote the importance of the DVD player function. However, this player must be compatible with MP3 and Divx in order to satisfy the customers who are found of these supports.

Conclusion

Sony has a great product. Now, the company only has to prepare his media communication to endorse the product, especially for the online possibility which would be very important for this new PlayStation generation. The loyalty of the players and the reputation of the product will do the rest like in the past. Indeed, we just have to think about the passion and the hysteria of the customers when the PS2 was launched to envisage the same feeling for next November.

The PlayStation generation. April 14, 2006

After a short missing, I will present you the continuation of my chronicle about PlayStation advertising. The previous article of this chronicle was about the changes in video games advertising through PlayStation communication. This article will now present how Sony succeeds in killing the main competitors of the market: Nintendo and Sega. One bad solution would be to attack them from the front like others have tried to do and broke their teeth. Indeed, we just have to think about Panasonic with its 3DO, and Atari with its Jaguar. This fact prevents of start from a traditional communication policy based on messages only addressed for players. How could Sony dare to claim doing better than the inventors of Sonic and Mario. The only solution was to create a new style which was more mature. Indeed, Sony takes into account that the first fans of video games, which were between ten and twelve years old at the beginning, were at this period older. These players have become teenagers or even adults. Thus, they were in a age category which was more sensible with subtle messages and universal topics like violence, sex or social status. It was time to talk about video games with less childish terms which could attract the general public. PlayStation tried to cause the pleasure. However, what is more interesting than forbidden items. And that was the subject of the first campaign of the Sony TV commercial which showed members of the C.A.P. ( Committee Against PlayStation). It was called the S.A.P.S. campaign (society against PlayStation campaign) in English countries. The spectator could see scientists handling with a great precaution the new console of Sony. They were obviously afraid by this latest one. Each spot was concluded by a slogan which is now famous: "Do not underestimate the potential of PlayStation". That intrigued the consumers who wanted to know more about this machine presented as dangerous. This message has a great success with its target audience which was the 15-24 years old who were looking for strong feelings. This campaign allows Sony to start with a great success, but the company had to keep this fashion phenomenon…This link enables you to see photos from this communication campaign:http://uk.PlayStation.com/pdcf/index.jhtml?locale=en_GB&jumpTo=ps2/news_record/storyid:107091_en_GB_FEAT

The end of the PSOne? April 2, 2006

It is the end of the PlayStation 1.To make place to assemble its new Playstation 3, Sony has announced the end of the production of the Original PlayStation (PSOne)After more than eleven years of existence and more than 100 million sold units, the nearest arrival of the third generation of this console ended up being right of its ancestor. Launched in December 1994 in
Japan, PlayStation is really the console which led the adults to play video games such as Tomb Raider or Grand Theft Auto.However, it is not truly the end of the lifetime of the console since the parts and accessories will continue to be sold, and the discs of the PSOne games are compatible with the PS2 and the PS3. Moreover, Sony would work with a PSOne emulator for PlayStation Portable (PSP). On its side, the PS3 will be launched in November 2006simultaneously in North America, Europe and in
Japan.