Kinect may be stealing all the headlines, but Sony has come out fighting with a £13m ad blitz to drive the PlayStation business in Q4.

What’s more, the platform holder says it will have sold 250,000 Moves in the UK by the time Kinect hits the market – with half a million sold by Christmas.

“Move sold well and continues to sell well,” SCE UK marketing director Alan Duncan told MCV.

“It is all about getting the device in people’s hands and we still need to keep doing that. It has been a real success for us, we’re pretty much through quarter of a million units and we expect to sell half a million before Christmas. And when you have half a million advocates showing it to their friends and family, you will soon learn if you have a success or not.

“But Move is just one part of PlayStation 3. It is just another great reason to own the console.”

The firm’s ad push once again comes under the tagline ‘The Game Is Just The Start’ and is targeting three audiences – gamers, social players and kids and families.
In terms of TV, the company has partnered with Turner, Disney, Nickelodeon and Channel 4, while the platform holder is also sponsoring both the Odeon and Cineworld kids club.

Social websites are also key to Sony’s campaign. The firm is launching The Den – an online hub of ideas, activities and events for families. Meanwhile, the platform holder is planning a tour of shopping centres, with an expected footfall of 500,000 customers.

“It is a key Christmas for PS3, and it has been a great year so far with platform sales up year-on-year,” added Duncan.

“And we’ve done that without a price drop or a new SKU. We’re still double the price of our competitors.

“We have a really big Q1 coming up, and building the biggest install base we can to get ready for LittleBigPlanet 2, Motorstorm: Apocalypse and Killzone 3 is really important for us.”