The Clever Marketing Behind The Incredible Sony Playstation 5

• Teo

The all-new and incredible PlayStation 5 is finally here guys, and all eyes are on it! Clearly the  gaming console is a remarkable piece of tech, but we wanted to look at it from a slightly different  angle. Sony’s PS5 is a product at the end of the day and any product relies on a good marketing  strategy. Let’s explore some of the key things that Sony did right before launching their PS5

Strong Incentives Helped with PlayStation 5’s Marketability

Sony did their research and found that the most played game with the PS4 was actually Grand  Theft Auto. This was the foundation to create a great marketing incentive and attract more  buyers. They offered the GTA game for free if people purchsed the new PS5 on launch day!  Sounds amazing, right? This was something they hadn’t done before and it really worked. As  soon as PS fans found out, it created an even bigger hype about the launch day. 

This was just ​another ​reason for people to talk about it and be filled with excitement! From a  marketing point of view, it was a smart move, because console games are not cheap if  purchased separately so it gave customers the feeling that they are getting a good deal. Don’t  forget that building trust with your audience is a long process, and you need to give a lot as a  business if you want that kind of loyalty.  

You need to first give a lot of your time and energy, but also invest in yourself and your products.  A working business is like a machine, you need all the pieces to perfectly fit together. You don’t  need to make a such a massive investment like Sony and offer the GTA game with each  purchase, but consider some prize draws, competitions or promotions. 

More Variety Means More Customers in the World of Marketing 

Sony’s marketing team were also smart about another thing. Have you noticed how tech giants  give us a huge choice whenever it comes to devices? Yes, we noticed too! In the world of  marketing, giving customers more options simply means that your product could reach more  customers as there are variants for everyone. 

Sony went that extra mile and offered customers a choice between a PS5 disc console and  another one entirely digital, for people who like to download games online. The message behind  this is fair and simple, you are the customer, you will play, you get choose how. Ask anyone out  there, how much they get annoyed when big companies force features on their customers. 

Everyone will tell you the same. We all remember what happened when Facebook forced all  users to start using the Activity Log, when everyone were happy with the old layout. Remember,  you make the products for people, they need to be functional and also flexible. Take customer  feedback on board and don’t be afraid to be different! This is marketing at it’s best! 

Sony and ​Marvel​ous​ Marketing

As we all know the Marvel Universe is a diverse place with so many characters we all love. But  what is the connection between Marve’s Spiderman and Sony’s PS5? Did you know that Sony  Pictures is the only movie studio (well apart from Disney) that owns film rights for Marvel’s  characters? It’s amazing, I know!  

So the latest Spiderman: Miles Morales is now available for both PS4 and PS5. Playstation even  remastered the original Spiderman: Miles Morales and they spinned it off quite well, the  remastered ultimate edition costs $70 and people are loving it! All of Twitter was buzzing about  it! It is essential that you, as a business owner understand what your customers like, what they  love even.  

We know you are capable of building ​a profound relationship​ with your audience, you just need  the right marketing tools to do it. This is why our team of experts are always here to help you  with any marketing or branding needs, don’t hesitate to give us a cal

The Power of Mystery is the Power of Marketing

Probably the biggest marketing trick up in Sony’s sleeve was the power of mystery. So basically,  Sony said to the world, we don’t have a launch date yet for the PS5, but we’ll do a pre-order.  Sounds great on paper. Their next move however, with or without intention started the hype  around the all new tech toy. So they said, we don’t have a pre-order date as well, bu when we  know we will tell you. This kept people waiting and hoping to get some info, created a sense of  exclusiveness for the PS5.  

When it was time to set a pre-order date, Sony said to retailers the pre-orders can start tomorrow!  If you think about it, 24 hour slot for pre-orders definitely suggests room for stock shortage. What  created an even bigger hype was that retailers didn’t want to wait till tomorrow. In a matter of  minutes all big retailers had a listing of the new PlayStation 5 with a sign “Coming Soon”, to  prepare people and ensure more sales.

The majority if not all of the devices were sold out at pre-order! This is the kind of marketing we  want to see, powerful, resonating on a community level! And when the launch date was here, the  hype was tremendous, the new PlayStation 5 had already become as desired as the latest iPhone  and there is no doubt about it! 

This is how it’s done guys, Sony’s PlayStation 5 literally killed it in sales, with just under 2.5  MILLION units just on their launch date which was Novemeber the 12th for North America and  November 19th for Europe and the rest of the world. Sony’s marketing team made all this  happen, people love the new device, needless to say the quality of the product is great indeed.

They created a real buzz about it, they allowed people to have a choice in their gaming  preference, making it personalised and also made it unique! In my view, this is what great  marketing looks like, creating a product that is really good and being able to show it to the world and have everyone talking about it! Join our ​discussion​ and share some of your best tips for marketing, we can’t wait to hear from you!.