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Sony only advertises to core gamers. They don't know how to advertise to people who aren't very actively gaming as a lifestyle. They need to do more like M$ and Nintendo. Toys at fast food restaurants are great awareness tools for the young ones. Same with your game being on soda cans. I see 7-11 advertising multiplat and 360 exclusive with posters but hardly ever a PS3 exclusive. Oprah and Ellen worked very well for nintendo as far as informing consumers who could've cared less and weren't already actively gaming.

Show the games more too.