Sony Storms Video Games With PlayStation Launch

In September, Sony unleashed some big P-O-P guns with the domestic launch of its video-game system: PlayStation.Preceded by television advertising and pre-sold through major retailers, the system's launch was supported in stores with "tremendous interactive and software merchandising programs for our major retailers as well as a thorough temporary P-O-P program," says Camilla Bravo, creative services director at Sony Computer Entertainment, Foster City, Calif.A rumored $500 million in the development, PlayStation is Sony's first dedicated games machine. The system was unveiled in Japan a year ago. Editors of the United Kingdom's Edge magazine called the PlayStation a "ground-breaking machine." Much has been made among techies over the 32-bit system's real-time movement and stereo sound.In its own way, the system's point-of-purchase program is just as compelling. According to Bravo, nothing was left out. Initial P-O-P efforts combine interactive kiosks, software merchandising systems, videos for stores that do not have kiosks and a whole slew of temporary pieces.Corralling all the P-O-P for the North American launch was "an enormous job, not only in dollars but in the scope of work involved and the amount of time that we had to do it," notes Bravo.At the same time, starting with a blank slate meant that "we could look at the industry and improve on how things were done in this category."In January, when Bravo joined Sony from Philips Interactive Media, she was only the second person in the department. By February, she'd hired a staff and identified PlayStation's marketing goals. Sony began reviewing P-O-P designers in March. By May, P-O-P prototypes were ready for the game's industry debut at the E3 trade show."The interactives were one of the most exciting elements of this whole program for us," claims Bravo. "Sampling is the most important element in the success of a launch. It's the only way for consumers to experience the added benefits and technical capabilities of PlayStation versus some other format. Interactive kiosks are absolutely critical at the point-of-sale for us."Five different interactive kiosks will be used to demonstrate the PlayStation in stores ranging from Best Buy to Toys "R" Us. "The environments are distinctly different in an electronics store versus a toy store--the two primary distribution outlets for video games," explains Bravo.In an effort to tailor the kiosks to each environment, Sony chose the designs of two different P-O-P manufacturers. Thomas A. Schutz Co., Morton Grove, Ill., "really hit the nail on the head for our toy distribution," says Bravo, while Beeline Group Inc., Fremont, Calif., "created a unit that was very appropriate for our other distribution channel."Schutz built three displays around one central interactive unit. An elongated hexagon of powder-coated steel tubing frames the unit, which comprises a monitor, the PlayStation, two controllers and a logo box.The PlayStation hardware is shielded by a lockable, clear-polycarbonate half-cylinder and illuminated from above. A pressure-sensitive label below the monitor provides brief play instructions. A customized stereo sound system is hidden behind a perforated steel background. For security and flexibility, game controllers are mounted to a curved steel rail via metal brackets molded into a rubber arm.An endcap version pairs the central unit with Vid Pro merchandising panels to accommodate specific retailers. Vid Pro is an existing merchandising system used, in this case, by Toys "R" Us. The system displays game covers and information along with removable price cards for consumers to take to the service desk for purchase.A locked, lighted cabinet with glass doors is built in below the central unit for the storage of hardware and peripherals. A wood base with a radial-rubber mat completes the display.A second version, a 4-foot-wide in-line display, combines the central kiosk with 10 product facings on either side and another security display cabinet below. Wood is the primary material used in this display originally designed for Target stores. Flecked-aluminum extrusions form horizontal members at the top and at waist height.The third Schutz kiosk, a freestanding floor unit, features a five-speaker stereo system, with a sub-woofer hidden behind a half-round vertical aluminum extrusion. Changeable package graphics are illuminated on either side of the monitor. The base is an injection-molded, structural foam. The unit will go into Kay Bee toy stores, among others.Where the Schutz units promote the software with colorful transparencies or game cover illustrations, the Beeline displays are more hardware-oriented. Aiming to attract consumers as old as 25, the Beeline design strives to reproduce the "Sony Electronics look" with sharp angles and high-tech materials."The PlayStation produces arcade-quality graphics," explains Beeline President Ed Shimmon. "We wanted to bring arcade realism to the kiosks."Constructed of metal and injection-molded plastic, the Beeline units have custom circuit boards powering the PlayStation and resetting the games at 5- and 10-minute intervals.A secured, bulletproof, scratch-resistant Lexan panel covers the actual PlayStation and the volume control. A pair of controllers are attached to the unit with heat-treated, demagnetized stainless steel. Minimal decal graphics indicate player stations. Like a pair of elephant ears, speakers jut out on either side of the TV frame. The three-dimensional backlit PlayStation logo attaches via an angled-metal stem and two allen bolts. One chain employing the countertop unit is Sears.The Beeline floorstand matches the countertop version, with the addition of a metal stand and a speaker cabinet. The cabinet, centered beneath the PlayStation unit, employs the perforated steel material repeated throughout the permanent display program. Decorative circles are cut out of the metal legs, and smaller aluminum spacer rods stabilize the whole construction.Although thousands of the five interactive units will arrive in stores this fall, other stores will rely exclusively on a combination of video promotion, product merchandising and temporary P-O-P to introduce the platform. "Interactives are very exciting," explains Sony's Bravo, "but at the end of the day this business is about the number of pieces of software you sell."HMG Worldwide, New York, created three software merchandising systems to be used in mass merchants such as Kmart and Montgomery Ward.Using a variety of plastics, nylon and metal, HMG's modular merchandisers sell software. Hanging from pegboard, each module measures 24 inches wide by 18 inches deep. Inventory is stored in locked boxes in the back 8 inches, while extremely small spinners take up the front 10 inches. The spinners, loaded with empty product boxes in plastic sheaths, allow consumers to read about each game. A lighted header calls attention to the new platform.An assortment of hardware- and software-specific temporary pieces -- banners, posters, decals, countercards, take-one brochures, flags and shelf talkers -- were designed by Beeline and executed by "assorted P-O-P manufacturers around the country," according to Bravo.

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