PlayStation 4 PS4 European Hardware Bundles

Sony’s strategy in Europe with the PlayStation 4 appears to revolve around releasing as many bundles as it can possibly muster. This enthusiasm for big box sets has bordered on parody at points, with Germany landing a gigantic hardware set including Killzone: Shadow Fall, inFAMOUS: Second Son, and Knack. The tactic has been mirrored overseas as well, with Japan readying dozens of limited edition consoles, complete with custom hard drive covers. Why, then, is SCEA seemingly so averse to the idea of premium platform packages?

A quick look on Amazon.com reveals that there are only two officially sanctioned PS4 options available in the United States right now: a standalone Jet Black unit for $399.99 and the Glacier White Destiny bundle for $449.99. The retailer has, of course, created its own packs involving Call of Duty: Advanced Warfare, but these don’t come with promotional box art – they’re literally just sets thrown together by the online shopping giant. Black Friday leaks suggest that a Grand Theft Auto V package is also on the way, but this still hasn’t been confirmed.

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Destiny PS4 PlayStation Bundle

Compare this to the UK, where the manufacturer has official sets for Destiny, DriveClub, Far Cry 4, LittleBigPlanet 3, Grand Theft Auto V, Knack, Watch Dogs, and more all readily available. There’s even a package for SingStar: Ultimate Party available exclusively from Very.co.uk – a smart choice, considering that the store is marketed mainly at women. And there are even more options on the continent, including the abovementioned Triple Pack – it’s a night and day difference in approach compared to North America.

There’s definitely something very special about seeing software and hardware unified as one

And the strategy appears to be working: PS4 hardware sales increased by 300 per cent in the UK due to the Destiny bundle, and it saw similar success with Watch Dogs and The Last of Us: Remastered earlier in the year. In fact, the tactic has been so triumphant that Microsoft appears to have cottoned onto it; Assassin’s Creed Unity and Call of Duty: Advanced Warfare have both received exclusive holiday packages from the Redmond-based manufacturer, and with the machine’s temporary price drop in the USA, both have shot up the charts.

So, the big question is: why isn’t SCEA doing the same? The simplest answer would be that it perhaps doesn’t see the point – after all, most savvy retailers will create their own bundles around recent releases. However, there’s clearly still value in official hardware sets, as the custom box art can really pop on store shelves – especially when part of a concentrated marketing effort. Sony smashed September NPD sales records with its Destiny bundle, and while its console was always going to sell well on the back of Bungie’s shooter, we have to imagine that the custom SKU helped.

Japan Metal Gear Solid PS4 Custom

It’s also difficult to deny the impact that bundles can have on specific audiences. A parent may not necessarily be inclined to pick up a vanilla PS4 for their child, but including Sackboy on the cover can have a psychological impact – particularly when the competition is focusing on more mature titles. These don’t need to be enormous runs – and we know that sometimes manufacturers transform existing inventory into makeshift bundles by putting overlays on top of the default art work – but either way, there’s something special about seeing software and hardware unified as one.

Perhaps we’re looking at a foreign market through European eyes, but from reading posts on various message boards and websites in recent weeks, we get the feeling that even American gamers are shocked by SCEA’s reluctance to release bundles in the all-important territory. With Microsoft going for the kill in the region with its own hardware options, has Sony made a mistake by not replicating its global strategy in the nation – or is it doing the right thing by allowing retailers and consumers to assemble their own packages?

Is SCEA making a mistake by not preparing more official PS4 bundles, or are we reading the US market all wrong? Share your thoughts and insight in the comments section below.

Should SCEA prepare more official PS4 bundles? (26 votes)

  1. Yes, it should absolutely be following Sony’s global strategy73%
  2. I honestly have no idea23%
  3. No, let retailers and consumers assemble their own options4%

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