Can Sony PS3 get in the game? Holiday season critical for year-old console amid aggressive push, price cut.(News)(Sony Computer Entertainment America Inc's PlayStation 3)

Advertising Age, November, 2007 by Bulik, Beth Snyder

Byline: BETH SNYDER BULIK

It's crunch time for PlayStation 3. But Sony's got a plan: to promote its platform beyond video gaming.

With its most aggressive marketing push to date, Sony Computer Entertainment America is aggressively positioning the PS3 console as the center of consumers' home entertainment. Along with an equally impressive price cut-to $399 from $599-PS3 finally may be ready to challenge rivals going into the holiday season, when, according to NPD Group, nearly 50% of video-game products are sold.

"It's not a system that's just about one thing,'' said Peter Dille, SCEA senior VP-marketing and PlayStation Network. "The campaign speaks for itself in that it's really trying to demonstrate everything PS3 can do-it's bursting at...

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