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Sony launches "largest ever" hardware ad campaign

SCEA is due to launch one of its biggest advertising campaigns this weekend as it introduces the new 40GB PlayStation 3 to the US market.

Sony Computer Entertainment America is due to launch one of its biggest advertising campaigns this weekend as it introduces the new 40GB PlayStation 3 to the US market.

For the first time the PlayStation Network service is to be one of the key messages behind the marketing push, along with the console's Blu-ray capabilities, the new price point and the line-up of available software.

"The games are here, the price point is now USD 399 and we wanted to make the news loud and clear," said Peter Dille, VP of marketing for SCEA.

"Beyond the brilliant HD games that the PS3 delivers, you'll also see a big focus behind the PS3's Blu-ray movie capability and, for the first time, you'll see a major focus behind the PlayStation Network and the exclusive gaming content available on the PlayStation Store, as well as break through services like Home," he added.

Sony has lined-up a number of 60 second commercials showing off first-party exclusives including Heavenly Sword, Ratchet & Clank Future: Tools of Destruction and Gran Turismo 5 Prologue.

The company is also pushing third-party software Haze, Burnout Paradise and Assassin's Creed, with Dille describing Konami's delayed Metal Gear Solid 4: Guns of the Patriots as "the mother of all exclusives."

"We have the 40GB PS3 'officially' launching tomorrow at a price point that will appeal to a wider audience and the 80GB PS3 which is demonstrating phenomenal sales growth since we announced the USD 499 price point," continued Dille.

"Add to that the inflow of great games and a PS3 brand campaign — our largest ever behind a hardware platform — and we think it's going to be a great holiday season for PS3."

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Matt Martin

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Matt Martin joined GamesIndustry in 2006 and was made editor of the site in 2008. With over ten years experience in journalism, he has written for multiple trade, consumer, contract and business-to-business publications in the games, retail and technology sectors.