My days of playing video games have long past; however, it amazes me at the growth of the sector, and the continuous advancements in technology. On November 16, Sony released its much anticipated PS4. Selling over 1 million units in its first 24 hours, the most successful launch ever, it is apparent that this market segment is only growing larger.
Sony succeeded in its launch of the console if with very little marketing. Few advertisements were purchased on television. Instead Sony utilized the power of social media, and the draw of “late night.” Flooding YouTube with advertisements before and between videos, Sony has successfully reached its target market. Those consumers researching the console or looking to purchase games through reviews were greeted with the advertisement for the launch of the new console.
Not only were there YouTube ads, but Sony PS4 team members went on late night shows such as Jimmy Fallon
and promoted the console. On air with actors and other high profile celebrities, team members demonstrated the product and allowed celebrities to test the product prior to last Friday’s launch.
With this launch, Sony has successfully launched a product, while virtually minimizing advertisement costs. They have segmented the market, and targeted consumers in places they spend a majority of their online time. As well, as targeting more of the general population, and raising the hype of the console with links to celebrities.
Gamers, and those drawn by the advancement in technology that is represented by the PS4, lined up for hours to be one of the first to buy it. The evidence is in the cards, and Sony’s success is illustrated by the best launch of a console in history.