Sony Computer Entertainment is primed for a massive advertising push, as the new $400 PlayStation 3 approaches launch.
The console's new price point, its online service and Blu-ray playing capabilities will all be heavily emphasized, SCEA has said.
"The games are here, the price point is now [$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 continued.
The company has prepared one-minute ads depicting exclusive games such as Heavenly Sword Ratchet & Clank Future: Tools of Destruction and Gran Turismo 5 Prologue.
Sony appeared confident that a catalogue of new games - including third-party exclusive Metal Gear Solid 4: Guns of the Patriots - combined with a lower price point would lure prospective buyers to the console.
"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." Dille said.