According 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.