PlayStation launch aims to overtake Gran Turismo success

Sony Computer Entertainment is launching a 2m advertising campaign for its latest PlayStation racing game, Ridge Racer Type 4, on Friday this week.

The company hopes the new title will outsell its most recent racing hit, Gran Turismo.

Gran Turismo has sold over 2 million copies in Europe, making it the world’s best-selling computer game.

Ridge Racer Type 4 is the realisation of two years of development by Sony’s programming team, Namco Japan, and is the fourth release in the Ridge Racer series

The fast-action game features multiple play styles, including Grand Prix, two-player and time-trial modes. It is backed by drum ‘n’ bass, techno and garage music.

The ad campaign is a spoof on real car commercials and was created by TBWA GGT Simons Palmer. It will run on terrestrial and satellite channels until April 31.

The launch will be supported by advertising in men’s lifestyle, computer game and car magazines. A direct mail campaign will also target registered PlayStation owners and 200,000 postcards will be available in secondary schools.

Daniel Keegan, product manager at Sony Computer Entertainment, says: “Ridge Racer was the game that launched PlayStation. The latest line in the series continues to define the arcade racing experience.”

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