PlayStation 4 marketing budget tops $100 million?

PlayStation 4 moneyAccording to new PlayStation 4 rumors (and there are plenty of those these days), Sony will spend $100 million to promote and market the PlayStation 4 during its launch. For a fresh start, Sony has hired a new advertising agency, Bartle, Bogle, Hegarty New York, who are known for Google’s Chrome and Coca-Cola ads.

While a $100 million sounds like a lot, keep in mind that this will be less than what Sony spent promoting the PS3 Slim in Europe in 2009. Reportedly, the company shelled out $135 million to promote the PS3 Slim in Europe alone. Games and consoles are often getting huge marketing budgets these days. Rockstar reportedly spent over $75 million promoting Grand Theft Auto 4, while analysts estimate that BioShock Infinite’s marketing budget is around $100 million.

It’s unsure whether the $100 million PlayStation 4 marketing budget is for the US alone, or shared with Europe and Japan. It’s hard to believe that $100 million in this day and age is enough to market a brand new consumer device to some 2 billion people around the world. We’re guessing this is Sony’s North American marketing budget. We’ll have to wait and see — the PlayStation 4 launches this Fall.

Continue reading:

  • Dominic Coradazzi

    Well it’s more than Nintendo’s putting into Wii U’s advertising
    I’d tend to think 100 million is plenty to bring out some quality marketing…’course I don’t really know anything about marketing to begin with

  • NintendoNoob

    Please excuse me while I wonder at how Sony uses that much money for Ps4 when they are in such a big debt. Sony has a good word of mouth when it comes to gaming (like Minecraft) all they need to do is show an add one or twice then word of mouth will help them

    • RonaldRayguns

      I didn’t know they where in debt, how much?

      • NintendoNoob

        like 5 billion lemme check

        • RonaldRayguns

          Damn, thats brutal.

          • NintendoNoob

            I know right!

      • NintendoNoob

        they made a 6.22 billion dollar loss last year but that’s all the info I can get

        • routerbad

          That’s just SCE is it not? Sony has reported losses from nearly every subsidiary and division the last couple of years, they are big time in the hole.

          • NintendoNoob

            I think? And yes, they do have a lot of debt

    • bizzy gie

      Word of mouth didn’t work for Nintendo. I doubt it will work for Microsoft or Sony.

    • Metal_Man_v2

      A smart thing would be to advertise the PS4 on the PS3’s “what’s new” display that comes up, and also on the PS store. This would make sense, because I’d imagine the majority of potential buyers for the PS4 are people that enjoyed the PS3. Doesn’t seem like it would cost that much to advertise on your own system either.

  • ps4ultimania

    hmmmm interesting

  • Ducked

    That’s good for launch, but Sony, learn from Nintendo and actually advertise the PS4 in December, January, and so on.

  • All I have to say is despite what has been spent before it is a ridiculous amount of money to be spent. Most people who buy games know about the game from the initial announcement or some trailer put on youtube for very little cost (yes there is cost in terms of pay to the employees who put the clips together, but still…).

    To make $100 million from game sales (Bioshock Infinite) it will have to sell around 2 million copies more (assuming the majority of the cost to the consumer is profit for the developer and publisher) than they would without magazine/tv/intenet advertising. Most games don’t get anywhere near 5 million copies, and to expect 40% of sales (2 million of the 5) to be due to advertising alone is barmy in my opinion.

    Sometimes I wonder about our world, that this can be justified as good business when the poor are getting poorer and the rich are getting richer. Probably not the place for this discussion but its 3 AM and I’ve been out and had a few drinks…