Sony will be pushing its PlayStation 4 console with the biggest campaign launch in its history, SCE UK has told MCV.
"This will be our largest, most ambitious launch campaign in PlayStation's history," said SCE UK marketing director Murray Pannell. "We can't wait to get PS4's in people's hands so they can experience the excitement for themselves."
The campaign includes the usual presence on TV, cinema, outdoor, print and digital, and has already seen inventive marketing such as For the Players Since 1995, viewed over 10 million times.
The marketing campaign also includes a multi-million pound in-store PlayStation rebrand.
PS4 launches November 29.