Sony has launched a GBP 82 million marketing blitz for its redesigned console across European territories.
A new TV ad due to air tonight highlights the consoles connected and entertainment services, but makes no direct mention of specific videogames.
"Two years after launch PlayStation 3 is realising its full potential," Alan Duncan, UK marketing director for SCEE, told The Guardian. "The console is moving beyond gaming and gaming is moving beyond discs."
Sony is committing GBP 6 million to the UK market, where the slim PlayStation 3 retails at the new price of GBP 249.
According to the report, Screen Digest has forecast that the PlayStation 3 will sell 4.3 million units in Europe this year, compared to 3 million Xbox 360s and 7.5 million Wii consoles.