Marketing PlayStation VR: Managing Director Of Sony Interactive Entertainment
There are two ways PlayStation plans to market its first foray into virtual reality, experiential and social. The managing director of Sony Interactive Entertainment for Australia and New Zealand, Michael Ephraim chats to B&T about the new PS VR product, the importance of capturing the early adopters in the gaming market and changing the preconceptions around social media.
According to Ephraim, the marketing of PS VR is about getting the product out to the people: “With VR, a demo is worth a million words because you just can’t explain the experience until you try it”. But how do you market something which has all of these preconceptions attached to it: ‘virtual reality makes you queasy’, ‘virtual reality gives you motion sickness’ or ‘virtual reality headsets are heavy’.
“The way we’ve marketed consoles before is through above the line, social media and our retail partners with IDUs (Interactive Display Units) in-store. However, VR is very different because it requires more space; you need the space to move around, it’s not as sedentary as an interactive unit.
“At the moment our main push is through experiential, we will have a very big presence at gaming exhibitions including EB expo and PAX at Melbourne. We’ve also announced a Westfield tour, across 10 shopping centers, which will attract thousands of people which will then be amplified over social.
“It’s heavily reliant on experiential, if you really want to sell someone on it they need to put it on. But that takes a bit of time- not just for us but for all VR players- you’ve got to get in the hands of the consumer.”
The second part is communicating the experience on social media. “People have to see videos of people playing the game, taking off the headset and being like ‘wow, that was the best thing I’ve ever done in my life’.”
PlayStation also designed the product itself to be more of a social experience; players can project their PS VR experience directly to the TV screen to let others see what they’re seeing and join your games with Separate mode and display a different view of the action on a TV screen as a second player experience.
“We’re more social than other VR offerings because someone can be wearing the headset and playing inside the game, while someone can be first of all watching what the person is doing on the TV set or joining them in the game through playing a component of the game on a dual controller. So it’s not a solo experience.”
Key Features of PlayStation VR
- Powered by PS4 – PS VR is a new addition to the PS4 ecosystem, which delivers a completely new gaming experience
- Plug-n-Play – This living room capability means players with PS4 consoles, have access to this new level of gaming on purchase with simple plug-n-play
- Immersive experience – Stunning visuals coupled with a 3D audio system replicates the way we see and hear in the real world, creating a complete 360° experience
- Innovative Design – The headset is stylish and comfortable in design
- OLED Display – This new screen expands the field of view and enables low persistence, removing motion blur
- 120Hz refresh rate – Games for PS VR can be rendered at 120fps. When combined with the OLED display’s high refresh rate and the power of PS4, it means PS VR outputs amazingly smooth visuals
- Super low latency – PlayStation has reduced latency to less than 18ms as it is crucial for a great VR experience to delivering a sense of presence and comfort to players
- Integrated 3D Audio – Players can hear details above, below and around themselves with stunning clarity thanks to 3D audio technology
- Social Screen – PS VR creates two sets of images: one for the headset and one for a TV, so everyone can join in
- Cinematic mode – Allows players to enjoy a variety of content in a large virtual screen while wearing the headset. Supported content for the Cinematic mode includes standard PS4 games and videos as well as a variety of PS4 features including Share Play and Live from PlayStation. Users will also be able to enjoy 360 degree photos and videos that are captured by devices such as omnidirectional cameras on PS VR via PS4 media player making users feel as though they are physically inside the captured scene
- PS VR Software – More than 230 developers and publishers are working on more than 160 PS VR titles. Over 50 are expected to launch by the end of the year.
Please login with linkedin to comment
Advertising Standards Bureau Community einsights Todd WassermanLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.