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Forums - Sony - How has Sony not fixed marketing yet?

platformmaster918 said:
Dodece said:
For Sony to fix its marketing it must first address the root cause of its problem. I think it has been made painfully clear over the past five years that Sony hasn't practiced due diligence when it comes to market research. Microsoft was successful with its advertising, because it was willing to spend the time. Getting to know their audience. This might come as news to some, but Microsoft paid members of their staff to be dedicated trolls on gaming forums, and this is a straight up fact. A number of former employees have confessed to doing this years before the 360 had actually launched.

This not only gave Microsoft invaluable data, but it gave them actual experts about this demographic. Which is why Microsoft's marketing resonates with gamers. Go to any gaming forum, and ask the members what they want to see in advertising. The first response you will get is real game play footage. What do Microsoft commercials have a lot of. You guessed it game play footage. The second response you would likely get is that gamers want to know the story. What do Microsoft commercials have a lot of. You guessed it a story. The third response would probably be good music, and you guessed it Microsoft puts a lot of emphasis on the sound track.

Compare that to Sony's efforts. Which are largely live action, abstract, and poorly orchestrated. Which is about as far from what gamers want as you can get, and we could explain to them why if they just asked. Why do any of us want to see the game play. Sure we want to see what we are buying, but if we don't see it where do our minds go first. We assume the game sucks, because they are refusing to show it to us. The same holds true for story, and as far as music is concerned. That is what is supposed to touch you emotionally.

Sony isn't doing itself any favors if it is pawning the job off on advertising agencies, because they are going to just offer up the same generic advertising. That they use for all of their other products. Gamers are not generic at all. You can't just create awareness with us. You need to get us fucking psyched about something. Happy go lucky is never going to turn us on like stroking our passions will. A hundred generic commercials aren't going to be half as effective as one well aimed shot.

The real irony is that Sony can spend less, and get more if they spend the time learning about what makes their audience tick. Thinking they know isn't the same as actually knowing. Hell it would go a long way to making their games more attractive, because they would have a better idea of what we want. Why we are turned off isn't some kind of deep mystery. We aren't that complex, and the fact that they haven't figured us out. Is proof that they just haven't even bothered to try. I guess they don't want to get their hands dirty.

By the way those Kevin Butler commercials were like the worst. I can understand why fans of the platform might have thought they were cool, because they were like a echo chamber of their sentiments. However speaking as a outside observer I found them rather disconnected from the product. Which is why the character ended up being used to mock the platform. By the way a character that can be construed as a pompous ass talking down to other people. While funny at times. Could also come across as a literal representation of the company and its product.

KB is a genius spokesperson for the platform and helped PS3 take off in 09.  People love guys who act pompus look at other ads that are popular.  The most interesting man in the world ring any bells?  Sorry but KB ads were hilarious and I know many people who had no interest in PS3 until they started airing.  His mockery of Wii and Kinect was priceless and true.

There isn't any evidence for what you are saying. The PS3 saw a hundred dollar price cut in the fall of that year. That took it down to three hundred dollars. The campaign may have had nothing to do with the increase in sales. The campaign may have been detrimental to the brand, but the new price point was not only able to salvage the situation, but make headway in spite of the campaign.

I wouldn't characterize the most interesting man as being a pompous ass. There is a difference between a pompous character, and a character that is both pompous and a ass. Just as their is a difference between a brave soldier and a cowardly soldier. The difference in this case is the character of Kevin Butler likes to attack people, and make fun of other people. The most interesting man just seems to be a fun guy to hang out with. He isn't insulting others for not drinking the same beer that he drinks.

Vague claims about groups of people are just that vague. They carry no weight with me, because people can just imagine them up. Statements like these only seem to give your arguments more weight in your own eyes. I don't know these people, or if they existed in the first place. In other words your argument is just plain moot. I can't verify your honesty in this matter. Such claims don't necessarily hurt you, but they never give you any credibility either.

Your last sentence echos my claims about the echo chamber. They seem true and hilarious to you, because you probably already held those beliefs. I can tell a racist some black jokes, and he would probably laugh his ass off. That doesn't mean those jokes are actually funny or true for that matter. To him they are both, but to most of us they are neither.

Kevin Butler was a short lived mascot that didn't even make it to two years, and the only reason he probably lasted that long is that the campaigns that came before his were the stuff of nightmares. He wasn't good enough to keep his pretend job, and that is saying a lot. His virtue was that at best he was entertaining, and at worst he was annoying. Which was progress as compared to creepy, incomprehensible, ludicrous, or dull as dog shit. I personally don't think he moved a lot of hardware on his own, and I don't think he was all that good for the brand. What he was though was progress in the right direction. I think he just made the brand seem safe, but safe isn't the same as successful. 

By the way I am a little disappointed that you fixated on Kevin Butler. He is a topic that has been talked to death. Microsofts troll data mining is like a unspoiled wilderness in comparison. You see this is why we can't have nice things on these forums. Everyone passes them up in favor of junk food. Come on bite into things that will make you strain your brain just a bit. Help bring the conversation up a notch or two.



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platformmaster918 said:
Squilliam said:
Ultr said:
Squilliam said:
Well Infamous 2 was boring, Resistance 3 came after the utterly terrible Resistance 2 which burned a lot of people and Twisted Metal was always niche. This is hardly the stuff for a great marketing campaign really.


ok I will just quote you because you called Resistance 2 Terrible...

Because its an awesome game. I dont care if "Fans" got burned because the game stands on its own and is a very very great game.

+ The ending is absolute wonderful. Man my heart pumped so hard. great experience

(R3 is amazing btw)

Also Infamous 2 is a great game ^^

The fact that it seemed that everybody died kind of left a very bad taste in my mouth. I liked Infamous 1 but Infamous 2 just seemed too repetitive.

I like how they didn't strip you of your powers like some games *cough* god of war* cough.  It was awesome to see your powers escalate to the point where you could zip around and summon ice spikes through the whole street.  Also the difference between good and evil was a lot more clear with ice and fire and significantly different endings.

I ended up suffering so many crashes in that game that I ended up watching the ending on Youtube so I hope you can excuse me for not remembering it as fondly as you.



Tease.

Here in the US I was watching football. So you would expect nothing from Sony. Yet I saw a month old ad for PSABR, and an ad for a blu ray that promoted God of war ascension demo.



French here !

In France I see a few ads from Sony (AC : Liberation, PSASBR, Far Cry 3, LBP:Karting ; mainly in the evening, during soccer half-time, or after a movie), a tad more from MS (Halo 4, Black Ops 2, Surface-related ; ads are more diffuse, airing all day long) and recently a lot from Ninty (Wii U obviously, some 3DS ads ; mainly when kids are awake, morning and afternoon).



S.T.A.G.E. said:
Proclus said:
I live in The Netherlands, see a fair amount of PS3 amd PSV ads over here, problem is that these games are simply not wanted by millions of gamers.


If that was true Sony would never have finally purchased Suckerpunch.

Seriously S.T.A.G.E, why?

Obviously the games in question and currently on commercials here are PASBR, Wonderbook, LBPK, etc...



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PScollector said:
Theres been a few TV ads as of late here in oz from Sony, a fair bit from Nintendo. and next to nothing from Microsoft

Few? LOL there have been so many Sony ads of late it is almost sickening and annoying seeing the same add over and over.

I have seen a couple micrososft ads for call of duty.

I am yer to see a Wii U add. What channel did you see it on and at what time?

I am assuming you are talking free to air stations?



 

 

I get spammed with COD BO Declassified ADS in Youtube. I find it kinda funny though.



Yay!!!

Lots on late at night from 11am-2pm on the free 2 air channels.



 

Check out my Youtube channel : http://www.youtube.com/user/ThePSXcollector

FinalEvangelion said:
Sony would need to put more money into marketing games than developing games. As a gamer (not a stockholder), I prefer they make variety, even if the sales and profits aren't as good. Sales / profits are secondary to me. Sometimes I feel on this site, people care more about the profits and sales than the games even when they don't see a cut of that personally.


It's striking a balance between the two though.

I agree with you, on a purely selfish level, I'd much rather then spent money developing games than marketing them.  Because I know where to go and look for information about them, so I don't need any marketing to make me a sale (wouldn't work anyway).

But on the flip side, if they keep making low-selling games which don't recoup their budgets, then eventually they're not going to have the money to make them anymore.  So they need to strike a balance between making a diverse selection of games and marketing the games so that people buy them, so they can continue making a diverse range of games in the future.



Here In the UK Sony have finally got it this Christmas. vita ads are bombarding everything a
Ping with Wounderbook. They just need PSASBR ads and LBPkarting dedicated ads to get perfect