Sony recently started sending emails to PlayStation 4 owners to promote the PlayStation 5. The content of the email directly named “Grand Theft Auto VI (Grand Theft Auto 6/Grand Theft Auto 6)” and stated that “this game will be waiting for you on PS5.” This strategy has sparked discussion in the player community, with many people believing that this is Sony’s precise marketing to old user groups before the release of GTA 6.
“Everyone around you is buying a new console, what are you waiting for?”
The copywriting strategy of this email is clear: it is not promoting a “product upgrade” but evoking a “sense of missing out.” When you know that a core masterpiece like “GTA 6” will be on a new platform, but you are still stuck on the old console, this feeling of anxiety is difficult to resist. For Sony, the PS4 user base is the target customer they most want to convert.
Fans have mixed opinions about this marketing campaign!
Some players believe that Sony’s email marketing strategy this time is reasonable. After all, they are only promoting their products and informing users of the value of upgrading. However, some players believe that this “anxiety marketing” method is a bit too direct, especially for those users who are already worried about their upgrade budget.