Sony Computer Entertainment will soon launch a Canadian campaign for its PlayStation 32-bit game console.
An extensive national tv and radio campaign is scheduled to begin after the E3 (Electronic Entertainment Expo) trade show in Los Angeles, which runs May16 through 18.
At the show, Sony is expected to unveil some new software titles for PlayStation, which made its debut late last summer.
Creative for the campaign will come from Sony’s u.s. agency TBWA Chiat/Day with Canadian placement handled by Harrison Young Pesonen & Newell of Toronto.
Canada’s videogame market, estimated at $205 million in 1995, is dominated by Sega of Canada and Nintendo of Canada which are duking it out in the 16-bit game category.
Estimates from Sega earlier this year give it 44% of the marketplace, compared with 42% for Nintendo, leaving Sony with 10% and Panasonic with 4%.
Both Sony and Panasonic, with its Real 3DO Interactive MultiPlayer, sell only 32-bit advanced videogame systems which are more expensive than the 16-bit games from Sega and Nintendo.
Sega launched its Sega Saturn 32-bit product at last year’s E3 while Nintendo announced that it was delaying release of its Ultra 64 system, choosing instead to enhance the popular 16-bit Super Nintendo Entertainment System.
