Sony to kick off new PS3 ad campaign tonight

An £82 million pan-European marketing campaign.

The Guardian reports that Sony is to launch an £82 million pan-European marketing campaign for the PlayStation 3.

The TV element will begin tonight in the UK and is the first major campaign for the PS3 since the console launched in March 2007.

The new set of TV ads will focus on getting across the functionality of the PS3, including Blu-ray movies, downloading TV and film content and access to the BBC iPlayer.

"Two years after launch PlayStation 3 is realising its full potential," said Alan Duncan, UK marketing director. "The console is moving beyond gaming and gaming is moving beyond discs."

The new slimmer PS3 will go on sale imminently, priced £249.99. Shop around and retailers are already offering good deals: ShopTo.net is offering the console at a pre-order price of £229.99 while other retailers are bundling in a game.