Next-generation console launches are always cause for excitement and celebration in the gaming community, but some hardware gets more attention and fanfare than others. Sony went all out for the PlayStation 5‘s global launch, and even though the spectacles speak for themselves, the launch is worth talking about.
Sony expects great things from the PlayStation 5, as clearly reflected by its collection of impressive promotional events around the globe celebrating the console’s launch. Yesterday, the console hit the international market and almost immediately sold out in every territory. While this is hardly uncommon for next-generation hardware, it is still an encouraging start for the fledgling console.
PlayStation varied its advertising tactics from market to market, leveraging prominent landmarks and heavily trafficked areas. In London, for example, Sony changed underground signs to feature the PlayStation controller’s iconic symbols. The changes to signage were accompanied by traditional advertising for some of the console’s high-profile releases, including Horizon: Forbidden West, Ratchet & Clank: Rift Apart, and the remaster of Demon Souls. It also changed the name of the Mile End station to “Miles End” in honor of Spider-Man: Miles Morales.
Scandinavia also received an impressive degree of marketing where Sony used sky-writers to paint Sweden’s sky with PlayStation branding. In the Middle East, Sony lit up the Burj Khalifa to mark the occasion, shrouding the former tallest building in the world with blue lights and the same four symbols. In Japan, Sony celebrated the PlayStation 5 with an elaborate lighting display at the 1,290 year old Kanda Shrine near the nerd-mecca of Akihabara. Images of the famous triangle, X, circle, and square drawn in smoke trails and lighting arrays quickly did the rounds on social media, drawing even more attention to the console’s launch.
The promotions seem to have done their job effectively—perhaps to an unnecessary degree—as first party retailers would likely have sold out of the console even if Sony spent next to nothing on advertising. Unfortunately, legions of scalpers have capitalized on the hardware shortage, selling the console at truly absurd markups.
While there is a compelling case to be made for buying a PlayStation 5 at release, there is no need for customers to despair if they are unable to secure the next-gen system. Many of the console’s most impressive games have yet to hit the market, and there are also inevitable early launch hiccups with both software and hardware that will be sorted out soon.
Even if the marketing is ultimately superfluous, these high-profile events will likely make early adopters feel more like they are taking part in a grand party. Even Sony’s chief rival had to acknowledge its efforts. While the Xbox Series X and S will be fiercely competing with the PlayStation 5 for spots under Christmas trees everywhere, Microsoft congratulated Sony on a successful launch—a refreshing gesture in the historically acrimonious competition.
The PlayStation 5 is available now.
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