The company believes its new tagline, Play Has No Limits, will get a lot of worldwide recognition.

„We worked for a long time on this and really thought about what type of line could we use that will resonate globally, and naturally it will be translated and localized to all the different languages around the world, but what is the sentiment that we want to pass along that represents the ambition we have as PlayStation and represents the products that we offer? So that is how we came up with Play Has No Limits. We feel it leans into a little bit of everything we do as PlayStation. We are always pushing the boundaries – that is one of the tenets of our brand – we are always looking to deliver new and exciting experiences, and this is a line that shows that we are not going to stop doing that,” Eric Lempel, Sony Interactive Entertainment’s senior vice president and global head of marketing, told Gamesindustry. He added that Sony will have smaller marketing campaigns in different regions, but they will complement the bigger, international marketing efforts.

Here’s what he said about the PlayStation 5‘s 2020 launch: „It’s a massive challenge on every front. Not just for the parts of the organization that I oversee, but for all parts of the organization. The nice thing is that we’re pulling it together. We will launch this year – that will happen – and from my end, we will make sure that we will bring all of the magic and all of the excitement of launches that we have had in the past. We are still committed to doing that. It’s more challenging than ever, but our gamers expect a lot from us. It’s a chance to celebrate the beginning of a new generation. This spot kicks off PlayStation 5 marketing efforts, and this is just the beginning. So you can see this as the initial entry. Hopefully, it looks high quality, hopefully, it captures the imagination of the viewer, and from here, it just gets bigger and better.” You can see the mentioned TV spot below. Due to the coronavirus, they can’t have demo stations around the world, which is why they have to focus on digital marketing.

And he went as far as to say the PlayStation 5 will have the best line-up in the history of the brand. We remember him saying something similar before. „Once you get beyond all of the features of the PlayStation 5, which makes it a true next-generation product, it’s about the content. The content that will be in the launch window and beyond is incredibly exciting. I would say that this is the best lineup that we’ve ever seen in the history of PlayStation, between our Worldwide Studios groups and our partners from all the different publishers around the world. We’ve revealed some of that content, and naturally, there will be more to come, but the way that the developers can engage with this platform, and create these new experiences with known IP as well as unknown IP, is incredibly exciting.” Lempel said.

The PlayStation 5 launches this Holiday season, probably in November.

Source: PSL, PSL, PSL

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