PlayStation Experience and Substituting Overt Marketing For Actual Excitement

This year’s PSX was a bloated show but is it really just a product of marketing trends?

Posted By | On 09th, Dec. 2015 Under Article, Editorials

This year’s PlayStation Experience is in the books and if you haven’t seen the show…well, you can check out our official review here. A succinct summary would be the shortest amount of time it takes to go from “This is kind of nice” to “Ow ow ow, make it stop.”

But I’m not going to bash on PSX 2015, even if I did think Sony threw a whole bunch of announcement in for the sake of such and nothing else. Rather, it was the nature of the announcements which took me off guard and its given rise to a rather odd trend in the past few years.

One can trace this back to when Sony (ironic, we know) announced its PS4 reveal event in 2013. The event itself was actually put together rather well – the box itself and its price wasn’t known, creating intrigue; we got a look at several top-tier titles and what the box was capable of delivering (even if many of those games like Killzone: Shadow Fall and Knack weren’t that great); and above all, even at two hours, Sony managed to stuff in enough significant announcements. Was there bloat? Sure, but what was shown had weight.

Xbox One Elite

"Did The Modern Zombie Taxi Co. really need its own segment? While Eagle Flight and Rez Infinite looked decent, did they really need their own time on stage?"

Cut to the Xbox One reveal event which was a disaster for numerous reasons. When Microsoft wasn’t focusing on triple-A titles, which was most of the time, it went on and on about television, Kinect, sports and the all-in-one entertainment solution the console provided. Then there was the always-on nonsense which we won’t repeat.

You’d think that such awful events couldn’t hurt a console’s prospects but even when Microsoft did a total 180 on many of its policies, the Xbox One struggled against the PS4 in the early going. It’s only when the company focused on games was the ship properly righted. Both E3 2014 and 2015 were chockfull of amazing announcements which not only released soon but were awesome games (except for that little thing called Halo: The Master Chief Collection). Within these events Microsoft fit in a number of important reveals, balancing out future games with near future releases and building upon the Xbox brand in interesting ways.

Whether it was the sheer number of events that would take place in the past two years – Gamescom, Paris Games Week, E3 2015, etc. – or simply a desire to remain in the marketing eye, Sony began to slightly slip. Its E3 presentations were still pretty good – even we’re still sceptical about some of the announcements made this year – but the bloat was becoming more obvious than ever. While Microsoft dropped the idea of TV in 2014, Sony featured an entire segment devoted to the show Powers (where is Powers today? Your guess is as good as ours). While Microsoft featured HoloLens briefly at its E3 2015 press conference, Sony devoted segment after segment to PlayStation VR, regardless of the quality of games shown. Did The Modern Zombie Taxi Co. really need its own segment? While Eagle Flight and Rez Infinite looked decent, did they really need their own time on stage?

In this day and age, it’s becoming less about how much time you take on stage and what you do with that time. The Game Awards is a great example. The awards felt like they meant something, to both the presenters and the winners. There were interesting world premieres but you also had great segments like the tribute to Satoru Iwata. Was Shaquille O’Neal revealing Shaq-Fu: A Legend Reborn all that awesome? Not really, but at least The Game Awards didn’t end abruptly with that, much less devote lots of time to it. Overall, TGA was a long but well balanced show.

The Modern Zombie Taxi Co

"When a company insists fitting every single damn thing, regardless of quality, on stage thus over-saturating your interest (or even showing you something you couldn’t possibly care less about), then it becomes nothing but an embarrassing marketing ploy."

And if you want to talk about short and focused, there’s Nintendo Direct. They rarely surpass an hour and fit in both a number of important announcements and some small little snippets about other games in development. Are they always amazing? Hell no but they’re not as universally reviled either, even at the E3 2015 presentation which featured Metroid Prime Federation Force. When a company insists fitting every single damn thing, regardless of quality, on stage thus over-saturating your interest (or even showing you something you couldn’t possibly care less about), then it becomes nothing but an embarrassing marketing ploy. And if there’s one thing that’s easily identifiable, it’s an obvious attempt to shove something uninteresting or downright awful down a viewer’s throat.

Sony has no need to be worried obviously – it’s sold 30 million PS4 units worldwide. Then again, it’s investing a hefty amount of money into VR and its games. Who’s going to buy PS VR if Sony tries to push it so aggressively on to players, that too with such terrible games? We may be a ways off from dedicated events to game reveals like the next Call of Duty and Assassin’s Creed but shows like PSX don’t help one bit when it comes to emphasizing the importance of announcements.

The future may yet feature more events as more developers and companies try to market their games in the most bombastic way possible. If PlayStation Experience has taught us anything though, it’s that something as spectacular as the first gameplay footage from the Final Fantasy 7 Remake shouldn’t be sharing the same stage as the goddamn Modern Zombie Taxi Co., regardless of how badly you want to push your products.

Note: The views expressed in this article are those of the author and do not necessarily represent the views of, and should not be attributed to, GamingBolt as an organization. 

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  • XbotMK1

    I think the people at Gamingbolt just regurgitated filth off the top of their head and call it an article.

    First of all, what was the point of this incoherent article? I reads like you’re trying to judge the success of the PS4 off a two hour conference based off your very narrow, simple minded opinion which is asinine considering this was Sony’s fourth conference while Sony’s competitors had no more than two conferences. It seems to me, you’re trying really hard to use this conference as an excuse to exaggerate and spread missinformation against the PS4.

    Second of all, Sony mentioned VR at E3 2014 and again at E3 2015 but they didn’t devote a large amount of time to it. Then you mentioned how Microsoft showed off a pointless tech demo for Hololens at their E3 2015 Xbox conference when it had nothing to do with Xbox. Hololens dev kits have a $3000 price tag and Hololens doesn’t have a release date, yet you’re hating on Sony for dedicating a little bit of time to PSVR at E3? Your argument doesn’t make sense.

    Thirdly, PSX is not just about the two hour key note you simple minded baboon. It’s a two day event that is catered towards people who actually attend the event, not game journaliss who are just watching from the sidelines, ready to pounce on big announcements so they can write articles about it like vultures. It had many panels where fans could talk to devs directly. There were many games showcased that were not at the key note. PSX was also an event where Sony could give many indie devs and third party devs time in the spotlight without having to worry about other companies competing at the same event such as E3.

    As for your asinine, hyperbolic attempt at using this PSX event as a way to bring Sony or PlayStation down with your nonsensical arguments, here is a list of new PS4 games and IPs Sony announced this year accross all four events.

    Shenmue 3 (PS4/PC exclusive)
    Final Fantasy 7 Remake (So far it’s a PS4 exclusive)
    The Last Guardian (PS4 exclusive)
    Horizon Zero Dawn (PS4 exclusive)
    Gran Turismo Sport (PS4 exclusive)
    Ni Oh (PS4/PC exclusive)
    Detroit Become Human (PS4 exclusive)
    RIGS Mechanized Combat League (PSVR exclusive)
    Dreams (PS4 exclusive)
    Ni No Kuni 2 (PS4/PC exclusive)

    List of new Xbox One games and IPs Microsoft announced this year accross all two events

    Recore (Xbox One exclusive)
    Sea of Thieves (Xbox One/PC exclusive)
    Gears of War 4 (Xbox One exclusive)
    Halo Wars 2 (Xbox One/PC exclusive)

    Fk off, Gamingbolt.

    • Truth™

      Xtreme_Derp crying Salty tears over the hilariously bad also on PC conference being called a terrible Also On PC conference where the 720P PSVR broke on stage and had terrible looking mobile games announced. Even Samsung Gear VR has better looking games (And a higher display resolution and full RGB)

      PC always wins. Careful not to drown yourself 🙂

    • Mark

      Lol! I’m stealing this

    • Starman

      They suck , like you … get over it already …their false / fake glory days are long gone .. they’re broke , they have nothing …now STFU !

    • Mark

      Ni No Kuni 2 is very likely to hit the X1, FF7 is only a console debut on PS4, and Shenmue isn’t even a set in stone PS4 console exclusive….but u just couldn’t help shilling. Ugghh, just get an Xbox or PC and you’ll have no reason to be such a fanboy my man.

    • XbotMK1

      “Ni No Kuni 2 is very likely to hit the X1”


      “FF7 is only a console debut on PS4”

      That is why I stated PS4 exclusive for now. Read my comment.
      Still no proof if it will go anywhere else.

      The point of my comment has nothing to do with Xbox One or PC. It was directed at this Gamingbolt writter, and I already have a PC therefore I have no reason to buy an Xbox One.

    • Mark

      Yoshida clearly said “It may come to other consoles after PS4”. So, lemme word this right….NI NO KUNI, IS NOT, A PS4 EXCLUSIVE, AS WE KNOW IT. Lol. That’s for PC, and on the console front!

    • Mark

      Dude, FF7 isn’t “a PS4 exclusive for now”. It’s “console debut on PS4″….wtf.

    • Mark


  • Truth™

    Thank you Sony. You made the best PC Gaming conference ever and a reason to switch from the 900PS4 to PC 🙂

  • Mark



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