Take titles such as God of War III and LittleBigPlanet 1 & 2. Each title received television marketing, but the response for sales didn’t seem to be that great. Were they poor titles? Quite the opposite, as each scored favorable review scores from media outlets. The commercials for the title showed great gameplay and cool action, but they missed the “must have” factor that other companies have been able to capture.
Let’s take a look at the original trailer for Gears of War when it launched for the Xbox 360. The trailer was titled “Mad World”, and became one of the most memorable trailers that we’ve seen this generation. From that moment, just about every gamer on the planet wanted to at least play Gears of War. The buzz was started, and lead into a great marketing campaign.
Uncharted 3 is the closest that Sony has come to putting together a solid marketing campaign for an exclusive title. The commercials have put together a ton of explosions and heroic leaps by Nathan Drake, but they still don’t give you that “must have” factor that others gams have given. If you’ve ever played the Uncharted series, however, you’ll soon realize that you definitely spent your money well. If you don’t have the inclination to purchase it from the commercials or marketing, and you’ve been oblivious to the series, then Sony isn’t doing their job right.
With the amount of quality series that Sony has launched this generation, it’s honestly a shame to see such vanilla marketing. Series like God of War, the Killzone , LittleBigPlanet, Gran Turismo, Heavy Rain, and even Metal Gear Solid have failed to become the “it” item for the holidays.
We’re not saying that these titles aren’t selling at all, but we see a ton of more room for growth for these games. Sony has put out titles that consistently receive high reviews, but aren’t selling to their potential.
With the right marketing, Sony can easily put these quality titles to the forefront of gaming. The Call of Duty series hasn’t improved much over the past few years, but why does it stay on top of the industry? Great marketing plans. If Sony is able to even issue half the plan that Activision has put together for their prized series, it could easily boost their titles to the front of the market.
What do you think Sony’s biggest flaw is with promoting their exclusive titles? Do you think that its something else besides marketing? Be sure to let us know what you think by leaving us a comment below!
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Source: http://stickskills.com/2011/12/29/why-do-ps3-exclusives-struggle/
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