PlayStation Wins With F1 Title
The strategy for the launch of PlayStation's third generation PS3 console was very different to anything that had gone before. With a premium price tag, it was pitched squarely at an older, better-off and more technically-minded audience - people who could really be won over by the new Formula One Championship Edition game.
Knowing every console lives or dies on the strength of its early launch titles, the proposal was to let the software act as a hardware driver - so a successful launch for this new game would help deliver a successful take up for the new console.
The solution was to combine the best of both worlds: the qualities and authority of a magazine, with the interactivity of a digital execution. In other words, a digital advertiser-funded lifestyle magazine - Formula One Championship Edition.
The online title proved a huge help in pushing sales of the new F1 game, which sold 43,000 - smashing target sales by 72 percent. PlayStation3 itself has gone on to be the fastest-selling electronic device in the UK, based firmly on the fame and the successful marketing of its launch titles.
To download the full details click here PlayStation Case Study.
