More confirmation that the console is launching this year and details of Sony’s marketing plan have surfaced.
At the moment it seems like the games industry is being hit with delay after delay. Over the past couple of months we’ve had some of this year’s biggest games getting delays, some into 2021. These include Cyberpunk 2077’s delay to November, Halo Infinite’s shocking delay and most recently, Deathloop, which was scheduled to launch very close to the PS5 and Xbox Series X, was delayed into next year.
As it stands though, both console manufacturers have stood strong and have refused to delay either of the consoles. In an interview with GamesIndustry.biz, Eric Lempel, SVP and head of global marketing at Sony Interactive Entertainment, shared some light on Sony’s plans for the next few months leading up to the console’s launch. Most importantly, when talking about the PS5, he confirmed: “We will launch this year — that will happen.”
The interview came after Sony released their first TV spot for the upcoming console, which shared three key features that fans can expect.
While Lempel states that he and marketing his team “will absolutely make sure that we will bring all of the magic and all of the excitement of launches that we have had in the past.” He confirms that doing so is “more challenging than ever.” With events around the globe postponed, including the likes of Gamescom and PAX, which have both moved to online formats, it’s been harder for Sony to succeed with their marketing push.
The fact that the pandemic has put a halt of conventions, means that fans have yet to see the console in action. Lempel stated that in an ideal world Sony “would be out there with demo stations at different events, with the ability for consumers to touch the product and interact with it, and really understand what we are talking about.” So while we’re unlikely to see the console any time soon, expect more adverts like yesterday, as again, according to Lempel that spot “kicks off PlayStation 5 marketing efforts, and this is just the beginning.” With the world as it is, it’s safe to assume we’re going to be seeing more creative ads that showcase what the console can do.
So now we’ve got a clearer picture on the marketing run-in, and more confirmation that the PS5 is still coming this year but there’s still plenty of details about the PS5 we’re missing. Currently, we’re still awaiting the date, price and pre-order information, however, aside from those, there’s still lots of information that we do know. And seeing as we mentioned PAX, don’t forget we have two panels at this years online show.
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