To steal (and slightly alter) an old Simpsons line: won't someone think of the marketing team! Seriously, though, convincing consumers to purchase a PlayStation VR headset this Christmas was already going to be a tough test for Sony's embattled advertising agency – but now PlayStation 4K looks odds on to arrive before we're all singing Auld Lang Syne. Encouraging newcomers and existing owners to shell out for these expensive extras is not going to be easy – and we can't wait to see what kind of messaging it's got in mind.
As we wrote in a recent feature, there's no reason to believe that the platform holder can't pull it off, as it's barely put a foot out of place since revealing the PS4 proper all the way back in February 2013. But it needs to navigate a minefield with the PS4K especially; there are already fans who are frustrated by the mere thought of a hardware half-step, so it needs to ensure that early adopters don't feel ignored, while still making a convincing argument for fence-sitters to upgrade.
PlayStation VR isn't going to be easy either. We've tried the technology a few times now and have been very impressed, but outside of the rabid audience who helped the headset to sell out within minutes of being available for pre-order, there's some serious scepticism surrounding the peripheral. Many feel burnt out after ill-advised initiatives like 3D TVs and PlayStation Move, so the firm needs to ensure that its virtual reality push is spot on.
The advantage it has is that both technologies, in theory, should sell themselves; strap on a PlayStation VR headset and you can instantly appreciate the immersion that it enables, while even its staunchest critics would struggle to deny that PS4K is a fantastic name. But the challenge will be getting people's eyes behind the magical mask; the test will be selling a new system on the strengths of its upgraded hardware without making anyone feel left out.
It's the kind of trial that a hungry, motivated marketing team should be relishing, though – a hurdle that will define entire careers. Sony has momentum, money, and muscle on its side, so while it won't be easy, it has every chance of success – and should it prosper under immense pressure, the rewards will be plentiful. But as with every defining moment, there remains an element of risk.
Failure, as they say, is not an option.
If you were in charge of Sony's marketing department, how would you promote PS4K and PlayStation VR this holiday? What are the pitfalls that you think it faces, and what advantages does it have on its side? Come up with a catchy slogan in the comments section below.
Comments 45
I will buy the Playstation 4K but i most confess i do feel burned a little bit. However, from a business perspective ( i know corperate slave blabla) this make sense. If you want to compete with the Nintendo NX and the growing gap with PC this has to be the new way to go for consoles.
I'm not totally sold on VR tech yet due to cost of entry and requirements, but I decided to pre-order a PSVR anyway since it is the "cheapest" entry point to home VR.
I don't mind upgrading to a half-step console (as I traded in my original 3DS XL for a New 3DS XL), so if Sony can offer a way for existing owners to upgrade (via trade-in promotions), I'd be all for it - well, almost, depending if the NX does get released around the same time .
Time to save up!
Can't help but feel that they are taking some of the "oomph" out of the PSVR launch by bringing PS4K to the market at the same time. I think a lot of people will choose the later if they have to, and I doubt few are walking around 800-900 bucks to spend on both.
This does put Nintendo in a tough spot as well.
VR happy to see you brought a NEO. NAILED IT!
@Sanquine
+1
@sub12 Yeah, I agree. Would be strange to launch them both at the same time, but it certainly seems like that's what's going to happen.
"PS4K is a fantastic name"
I know you've been jacked on that name for awhile now, and I've always liked it as well, but now that reality is kicking in I'm not so sure. I think I liked it better back when PS4K was a replacement for PS4, like the slim, and released in March when nobody was looking as a quiet upgrade. But if it's going to release at the holidays, and be $50 or $100 more than the PS4, I'm not so sure.
PS4VR w/ an internal processor made sense, may have made the PSVR headset $100 cheaper w/ only half the cables, and it would be obvious it was for VR aficionados. PS4K doesn't have the same in-your-face obviousness as PS4VR. The games won't even be 4k for one, so there will be all that headache and confusion.
I do think PS4K w/ "ULTRA" added, to signify it as a 4k streaming machine, is workable, and Ultra already exists. But is 4k streaming worth an extra $50 or $100?
http://4k.com/news/sonys-4k-streaming-service-goes-live-as-of-april-4th-to-sony-4k-uhd-tvs-13301/
On the bright side, the marketing department probably knows what it is they are trying to market, the exact specs, what it can do that th old PS4 can't, so they have an easier time of it than us just guessing about rumours.
As for "upgraders" I don't see that as part of the marketing at all. Sony will go out of its' way to say PS4 and PS4k will play the same games. It will not expect "gamers" to upgrade, and it will not enrage 40mil PS4 owners. 4k tv owners can upgrade for movie streaming, but I think the marketing will really be about getting the 40mil PS3 owners who haven't purchased a PS4 yet that "Now is the time to buy". OK, maybe "upgrade" from a PS3 to a PS4K, but not from a PS4 to a PS4K, that won't be an emphasis.
@rjejr "PS4K: the Ultra 4K* system for Ultra hardcore gamers."
I don't trust Sony to market anything. Ive stated this enough and be it regional cock-ups, massive MASSIVE issues with side projects, demographics or whatever, they hit gold and also very quickly drop stuff like a bomb.
@BLPs lol. this.
btw, I don't care how cool VR is, I'm not getting one if there's no games I'm interested in. That's why I never buy consoles day 1. Games> systems.
(--_-- )/
@BLPs You don't think they've done a good job marketing the vanilla PS4?
I will 'almost' certainly buy the PS4k!! I have little interest in VR but I do own a 4K TV. Its been clear to me since the release of this gen that the shelf life was never going to match last gen and I think this is good move by Sony. Not only does it keep the user base 'relatively' together, it also prolongs the life expectancy of this generation for its base users. I could very easily see a PS5 coming by Christmas next year and that would have given developers the option to release on PS5 only but now they will have to release a PS4 (base) version.
I fully expect MS to release a 'new' console and that would give developers the opportunity to miss the XB1 - especially if they can release on Nintendo's new NX console to make up the deficit. A game like FFxv, after 10years of development and lots of money invested, only needs to sell 10m - something it could do by releasing across multiple other platforms. I still expect this to release on XB1 though but looking beyond this time. Lets be honest here, the XB1 doesn't have much more to compromise with unless it starts effecting the actual game. The PS4 still has more leeway before that starts happening although I wouldn't be surprised if games eventually do drop to 720/30.
We know the 'standard' of games we can still expect for the PS4. For a game to drop to 720/30 for example, it would have to be much bigger (more open) with more enemies/wildlife/AI than Uncharted 4. If Cyberpunk is bigger than the Witcher 3, as CD Projekt has said with more happening in those areas, I can't see that running smoothly at 1080/30 on the current PS4 and doubt that would make it to XB1 - all speculation of course but hopefully you see my point.
@get2sammyb Fun-knee.
I was thinking more along the lines of:
"PS4K: the Ultra 4K* system for Ultra HD Pron." There's a whole lot more 4k pron (whether that pron is adult or tech gear or nature shows doesn't matter) out there than there are 4k games, and I think they market this towards media, not games. Every hardcore gamer already has a PS4, they simply don't need a PS4K unless they've purchased a 4k tv, games aren't going to be in 4k. They'd rather all the hardcore gamers spend their money on $400 PSVR and let PS3 and Xbox360 owners upgrade to PS4K ULTRA. PS3 owners aren't going to be buying a PSVR anytime soon anyway. The casuals who spend money on UHD tvs first, consoles 2nd, are who these will be for.
Football/futbol in UHD is going to be a coup for whoever gets tv rights. Maybe PS Vue can get an UHD channel?
http://www.patriots.com/news/2015/07/23/can-pro-sports-uhd-save-us-tv
Guess we'll find out at E3, huh?
But is there even much urgency for Sony to flog that many ps4.5s over the Christmas period? it'll have no direct competition with the base model still existing and competing with the xb1 at the cheaper end of the spectrum, and maybe even with a price cut to boot.
It's not really like the early days of a new generation when getting a large install base quickly is so important.
@get2sammyb Oh the vanilla PS4 as a box is great. Remember what I said about demographics? The game I and several others were waiting for, Ratchet and Clank, has GHOSTED itself around here. And what do they push? Third party stuff, and even deliberately alter releases for other titles.
If you want EVERYONE to buy it, market to everyone, you know? And yeah, those who want the game already have it, but you can argue that for everything ever. Those who want U4 already have it to go on launch day, Sony just ends up being a bit bassackwards with marketing. They sold the box itself, but I don't have much reason to play it.
@get2sammyb
Sony should probably get its PR staffers up and running, because this is either going to blow over quietly and be accepted, or its going to be a Internet tsunami of p*ssed off people, we will see in the next couple of days.
#fortheplayers. #forthemoney
Language - get2sammyb
@sub12 Even before today's leaks, I've been shocked they haven't commented on it to be honest.
@get2sammyb The thing is what can they say? If they said "yeah a new PS4 is coming" which might upset sales of current PS4s or they deny it but get caught short by the competition if they do the same.
@adf86 True.
@adf86
It's rare but we agree, I think Sony is damned if it does, damned if it doesn't all the way around with this. Right now they certainly can't come out and confirm or deny anything, but even later in the year when marketing the device what more can they do other than try and assure people who bought in early that they won't be left out of certain games? It's still up to people to decide if they want to feel 'screwed over' or not, and considering the way the internet gaming community is, you know which way that is going to go. And especially at this trio of websites where most people are Nintendo lovers you're going to see massive b*tching, eventhough nobody says a peep about the New 3DS which actually does have a game, a great one at that, which current owners of the original 3DS like myself can't play. But I haven't cried about being screwed over because there has long been a price to pay for being an early adopter. I still say the PSVR warrants more concern as far as splitting the fanbase but even then would Sony or a third party be stupid enough to make a mainline game in a huge series VR exclusive? At this point I doubt it. If the PSVR had been packed with PS4 from day one, maybe we'd see something like that but at this point it'd be suicidal to release say, Gran Turismo Sport only on VR. I never rule insanity out but I'd still be surprised.
Such a shame, Sony have nailed it all along the PS4's life cycle and I've gone from being really excited to get a PSVR to cancelling my order and being annoyed about the PS4K.
I'm not 12 years old so I'll get over it I'm only commenting on it here because the majority of users here are fairly level headed and there are some good debates. I'll still be playing on my PS4 but as an actual adult I think carefully about where I invest my money (since gaming is a hobby for me) and that won't be with Sony after they've gone down this route. A very "quick buck" path they are taking, and I totally agree that their marketing department are going to have to do incredibly well to spin this one to a large section of their user base.
@Cron_13
What is there to be annoyed about though? Console revisions have always existed, I'm just trying to figure out the issue here. The old PS4 isn't being abandoned so nobody is being screwed over.
@Gamer83
Hmm, but not to the point where one would have a graphical / performance upgrade. You had significant expansions, like the 32X and Sega CD, or peripherals like the N64 / Saturn's RAM cartridges.
But now, one segment of the PS4 user base will have a superior experience to those who had bought a base PS4, no matter if they made the purchase a week ago or in Nov of 2013.
@sub12
The 32X and Sega CD effectively fragmented the fanbase because you had games that could only be played if you owned one of those. As long as the current PS4 model isn't receiving unplayable versions of games, I don't see the issue here. It's the same as the New 3DS. If somebody has the money lying around and a 4K TV it's absolutely fine if they have an option to take advantage of their setup as long as owners of the old model aren't left in the dust. If God of War comes out and is unplayable on vanilla PS4, that's an issue, if it runs at a steady 30 fps and 1080p, all good. I'll be honest, if I had my choice, Sony wouldn't be doing this, but I also think their hand has been forced by Nintendo. Is Sony supposed to just let NX come out, blow the PS4 away and take away the crucial third party support that has always been the key to PS' success without doing anything? Lets also remember MS is lurking in the background. Technology is improving at a rapid rate and the game industry is changing as well to keep up, people need to learn to accept it.
@Gamer83
lol at Nintendo blowing them out of the water, c'mon, Sony has this Gen in their pockets,.....unless of course they did something very stupid like releasing two major / expensive quasi-new consoles during the same holiday season.
As for the New 3DS, the vast majority of games do not take advantage of the faster CPU, but, if you want to point that out, look at Hyrule Legends......so, you have the new 3DS? Solid experince........but wait, you have the old one? It's like a SNES trying to run Metal Slug, everything is broken or in slow-mo.
@sub12
If Nintendo is back in the tech race, that's a problem for Sony. Can't just sit back and let the Nintendo come in with a much more powerful console and steal the all important third parties.
@get2sammyb I really think this is just a clever way for Sony to slide up on affordable 4K blue ray players. 4K blue ray players by themselves cost $400 so people would obviously choose this over that. Sony did the same thing with the PS2 and DVDs and the PS3 with blue ray. This is less about games and more about Sony getting a choke hold on the 4K blue ray player market, though it's obvious why they'd beef up the specs while they're at it.
@seanobi Sorry. It's definitely not a spoiler, though!
I will more than likely get a PS4K. My Dad has been wanting a PS4 and I could give him my current PS4 and get a PS4K for myself.
I won't purchase a new PS4 system, even if I had the newer TV...to me, it's just wasting more money. As for the VR, it's a 'maybe' for me, and that's only to see if IT WILL take off, or be another Move or Wonderbook peripheral that they end up canceling or giving up on...especially for the price to pay for it, I don't feel like spending the cash for an expensive item that I'd play a few games on, and then it would sit.
Other than that, I'm sorry to say that I'm waiting to see what nintendo's NX is, and when it would be coming out. I'm kinda looking forward to it with all the buzz and rumors around it, and now I'm just waiting for E3 to see.
Maybe if Sony puts the VR as a demo in the stores, I'll look into it more, but from what I'm seeing and hearing...I don't know if I want to look like a Robot standing in my living room...just call me BeBe if I do that...or at least Robocop!
@JLPick
I don't think there's anything Sony can do to entice me to get into VR gaming. I'm happy for some people that Oculus, Vive, PSVR have them interested but for me the whole VR thing just seems meh.
I wonder if the people who are planning to buy the PS4 for let's say Uncharted 4 will wait till the end of the year now.
All I can say is I hope this is more Matrix - than Revolutions or Reloaded...
@Gamer83 No one complains about the New3ds because 1) there's only 1 game that is exclusive to it and most have never heard of it. 2) There's only one game out there that it noticeably worse on the Vanilla3ds, Hyrule Warriors (although for those who ARE interested in following that game, then yes, you'll find a lot of angry gamers) 3) Everyone is tired of rebuying SNES games at 10 dollars a game and 4) Most (like 99%) developers develop for the Vanilla3DS and don't even bother with the extra processing speed of the New3ds.
developers for the PS4, on the other hand, are always complaining about not being able to reach 1080p or 60 fps or whatever, so you'll be darn sure we're going to see a lot more Hyrule Warriors and then people will start to feel cheated out.
I'm interested if they let me trade my current PS 4 for this Version.
@Utena-mobile
There's a userbase of 40 mil, I know people love to expect the worst but developers do want to sell their games. No company worth a damn is going to make it so the version of their game for the vanilla PS4 is unplayable. I don't doubt there will be some f**k ups here and there but I'm going to give the benefit of the doubt that it's going to be isolated to only a few incidents and most likely from the terrible developers. There's no denying, however, that this is a pain in the a$$ having to develop for two modes, but I'll tell the developers, what I get told all the time when I b*tch about something like being sold a halfa$$sed game for $60. You can't have your cake and eat it too. Devs wanted more power, they've been given more power, but there are 40 mil current users Sony can't leave behind, and if these third parties are smart they won't be leaving them behind either by making sh*tty versions of their games. If devs didn't want this problem, maybe they should've shut up and dealt with the PS4 the way it was or simply moved on to develop their more ambitious games for PC.
@Gamer83 maybe annoyed isn't the correct word, more like "irked" As others have said mid console life cycle upgrades are fine with me - there was the HDMI port, larger drives on the 360 - and the PS3 went through revisions etc too.
None of these though were from a game performance perspective though, unlike this new PS4. I love gaming and I always want the best possible experience on that platform, that's the reason I decided to go the console path this generation after being a PC gamer for years and years (always had consoles but primarily played on PC). I was fed up of having to upgrade every year or so to get a great performance experience.
Whilst I don't think the specs are anything particularly impressive on the "neo" the fact remains that games will perform better on the new version (otherwise why would they be bothering). I think this will be VERY evident with the PSVR, something before this whole rumour mill happened I was very excited to get my hands on - now I'm thinking that it'll end up (maybe not at the start) but if you want the best possible VR experience that you MUST have a neo.
For me Sony is using that good will they have built up with the consumer base in order to make more money, and I just think its a bit shady. Instead of closing studios who make quality games (I know the launch of Drive Club was a shambles, but what a game it turned out to be) - how about they actual invest the R&D and production costs of this new console into developing more exclusives?/new first party. The one's we've had in general have been very lacklustre. What about firmware development? How long have people been harping on about folders? So they can't spend the time and effort into things like that, but they can invest millions (and lets not been silly here, R&D for a new console regardless of whether its an upgrade or not, DOES cost millions). Then there is the PSN itself, something that is lacking behind Microsoft's offering.
If Sony didn't revise their console this generation (at all) and just offered bigger HDDs would any of us really have cared? I for one wouldn't, the console runs great games, at a better resolution (and in some cases framerate) than the competition. The only thing I can think is that either/and the PSVR won't make it without this revision / the Nintendo NX has them scared of losing that #1 position in the market (though its Nintendo, so I'm not convinced).
Their priorities seem totally screwed up to me, and that's why I'm a bit irked about the whole thing. Like I said though, I'm not 12, I don't all of a sudden hate Sony and everything they stand for - it is what it is... a disappointment. Industry insiders have also said that publishers aren't happy with this new direction as it means way more development time/cost for their games.
If I'd wanted a steam machine, I'd have bought a steam machine - hum, steam machine... another option!
Hope my ramblings clarify my earlier point
@Cron_13
I see your point. I think if you were really hyped for VR, which it seems like you were, I can understand much more why you would be irked. I do think VR plays the biggest factor in this. And honestly I think Sony bitten off more than it can chew with that device. The money being spent on VR and now the PS4K is money that could've been spent into possibly making the original PS4 a better piece of hardware. Not to mention some $$$ also could've been put into more first party development for not just PS4 but Vita as well and maybe whatever leftover cash there was could've been spent on advertising exclusive games other than Uncharted. Sony was always at its best when it had a singular focus on home consoles though, once it started going crazy with stuff like PSP, Move, Vita, now VR, is when things get a little screwed up (for the record, I really like the PSP and Vita, but Sony clearly wasn't capable of managing a home console and portable like Nintendo can). I've enjoyed the PS4 enough since launch and the console isn't obsolete with this new 4K so I'm not completely disappointed but I can still see the other side. I don't believe it's nearly as bad as the doomsayers are predicting though, but that's their opinion, it's going to be up to Sony to deliver this message clear and concise, even if there is some bad news, because that's the only way to start mitigating some of the disappointment. Hopefully the PR people are capable of it.
"Just buy it".
I can't think at anything better. Many customers seem to agree with the idea of opening their wallet at command so it may work.
Sorry but I have to go to the mall now: I need a new smartphone because mine has normal edges. Then I have to upgrade my fridge because it doesn't spit ice cubes and I have to change my bike because those new disk brakes are too tempting!
@Gamer83 "Is Sony supposed to just let NX come out, blow the PS4 away and take away the crucial third party support that has always been the key to PS' success without doing anything?"
I'm sorry, but I can't stop laughing at this. Third parties moving to NX?!? The things I saw in the last 20 years make me think that this is just impossible.
@andreoni79
Nothing is impossible in this industry.
@mineralrich I would be all for an official trade up (not a garbage GameStop style trade-up where you only get a fraction of the price back).
@thedevilsjester That would be great if Sony could use retailer partners to allow for some official trade-in. If they're going to do something as bold as release a new console and PSVR, at least offer something like that program. Otherwise, to push a new console and PSVR at same time without some financial incentives is going to cause consumer fatigue in the marketplace (and most consumers will be able to just pick one or the other).
Then again, knowing Sony's history, they could easily botch this and all the goodwill they've established since the PS4 announcement could go out the window...
@Cron_13 You & I are on the same boat. Agree every point that you mentioned...
I'm a big PS fan & was happy supporter up until PS VR, planning to buy one later this year as well... But feel really annoyed by the sound of this PS4 Neo...
I hope I can attend the reveal event of PS4K so that I can give them the biggest "Boo" I'm able to make...
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