You’ve probably already noticed, but Sony is backing Destiny hard. The manufacturer is often criticised for its poor marketing, but ever since the PlayStation 4’s launch last year, it’s done a brilliant job of putting its latest platform in the face of consumers. And that strategy has come to a head this week, with the release of Activision’s newest mega brand.
“We're treating it, for all intents and purposes internally, as if it's a first-party release,” SCEUK boss Fergal Gara admitted in an interview with Eurogamer.net. “We're wrapping our arms around it on all levels of the organisation. It's a special project and an important project and it has the power to launch Christmas. It's hugely important."
While it usually leaves third-party partnerships to Microsoft, the Japanese giant has been heavily promoting Bungie’s ambitious first-person shooter for over a year now, dedicating lengthy press conference segments to the release – and even redecorating the PlayStation Blog with the title. And according to Gara, that’s going to result in some smashed sales records.
“I think that a lot of people are going to decide that now is the time to go and buy a PS4 because this very ambitious project has come along that looks exciting,” he continued. “It's a parallel track that we've ridden [with Activision] to get to this point. It's a lovely synergy that we're also going to have big milestones and set records.”
In fact, the outspoken executive reckons that this week will be the console’s biggest since December 2013, a statistic partially represented by the fact that the format surpassed one million units sold in the UK earlier today. The game may also be coming to Xbox, but it’s a system seller for sure – and the firm deserves kudos for recognising that when the deal was signed over two years ago.
[source eurogamer.net]
Comments 19
Similar to what MS has always done with Call of Duty. We'll see how this pays off in the long run. CoD was a huge advantage for MS last gen eventhough it also had a sizeable following on PS3.
Pretend exclusive huh? Alright, but i wouldn't focus on that in place of, ya know, real exclusives... MS fell in that trap, it would be difficult although not impossible for Sony to fall in as well.
I doubt Sony will do that. Sony does have their own studios that are very strong and on top of those they're treating this game and probably other future titles like first party exclusives. It's smart and they have the backing to do it properly.
Well I think it's kind of annoying how both companies advertise third-party games more than their own exclusives...I never saw a commercial for Infamous or Killer Instinct...
@SecondServing inFAMOUS was really well advertised in the UK actually. I know what you mean, though. However, at the end of the day, it makes more sense for Sony to advertise this than Puppeteer — just market realities.
@get2sammyb
inFamous advertising was pretty poor in North America, especially in comparison to how Titanfall was advertised. The advertising for the console itself has been great though, and I've seen plenty of Destiny advertising. I imagine, next year The Order will get a huge push. I still think the gameplay seems pathetic but graphically it's a showcase title, no question about that.
No doubt the game will do great, I don't though see it rocketing ps4 sales though, okay theres a glacier thingy, so what. The fact is that the ps3/xb360 versions ain't that different. Sony doesn't need destiny to sell the ps4, they really shouldn't be putting all their giant frickin eggs in the bungie basket.
They ve been doing a great job pushing Destiny but so did they with watchdogs. They just aknowledge what everybody following gaming news knows but true many people are misinformed I believe.
@SimonAdebisi yeah, not only is not not exclusive to the PS4, its not even exclusive to this generation. It will sell less PS4s than Titanfall sold Xbox Ones (which wasn't all that much!).
@thedevilsjester lol I know a guy who thought its was exclusively on PS4 and wanting to buy a PS4 for it.. I told him to relax and get the xbone if he wants XD
Personaly i think Destiny will be better for PS4 than Infamous ever was, offline games won't sell consoles as well as online games, Titanfall for xbox1 etc. We will see.
@N711 I would never buy a console for a single game (or even for a couple games), and have a hard time believing that others are so easily swayed. There are so many factors that I consider in my console of choice, not the least of which have nothing to do with game selection or hardware specs, that the idea of someone buying a console for a single game just baffles me.
@xMEADx Titanfall barely moved the needle for Xbox One. In fact, it made so little difference that the PS4 still outsold the Xbox One during the Titanfall release period. And thats with a game that was at least Microsoft exclusive. Destiny is not only not PS4 exclusive, its also not even Sony exclusive, as much as it appears it is from the adverts.
It makes me wonder how much hype and marketing are gonna go for kingdom hearts 3 and final fantasy XV cuz those games I'm hyped about. Always been a square fan. Cuz I know a lot of people that prefer those over destiny.
@SimonAdebisi that is what I believe too. Its like they are thinking "Yes we have the creators of halo making a game for us, and they have a deal with us!"
@thedevilsjester I think besides misinformed people there r many reasons to get a console main reason I think destiny is just an opportunity for people to make the jump and get the best version of the game I mean a new Gen console and choose a PS4 as a new gen for many other reasons in addition as they were planning to anyway sooner or later
@N711 I agree, using a single game as a push, when you are already considering it anyway (which implies you were considering it for other reasons than just the game), is quite a bit different than getting a system just for the one game.
@thedevilsjester I wouldn't buy a console based on one game either but i know people that do, 2 people i know bought Xbox for Titanfall alone. I also know Destiny isnt a ps4 exclusive just like Titanfall wasn't for xbox but like the article says Sony have put a hell of a lot into Destiny as well as bringing out a bundle package and they expect to shift as many consoles as in December.If that happens like i hope it will then Destiny will do more for Ps4 than Infamous, like i said.
@Punished_Boss At less they don't say: Exclusive to this Console, when it's just a time exclusive.
@xMEADx Metal Gear Solid, Final Fantasy VII sold PlayStation's.
@SecondServing yeah, infamous was pretty well advertised on the web. Saw plenty of commercials!
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