PlayStation UK is running a nationwide tour aimed at bringing its Virtual Reality titles to gamers.
Visiting six locations throughout the UK, The Future of Play Tour features a series of experiential PlayStation 4 events offering gamers the opportunity to participate in the immersive world of PlayStation VR.
The roadshow kicked off at the end of September with a launch at EGX, the UK’s biggest gaming event, which took place at Birmingham’s NEC, followed by two pop up experiences in Buchanan Galleries in Glasgow and Meadowhall shopping centre in Sheffield.
The tour, put together for PlayStation by experiential specialists Circle Agency, has been designed to allow the maximum number of visitors to be able to trial, with 20 playable stations available for both pre-booked appointments and walk in trials.
Circle Agency and PlayStation then transformed East London events space Kachette into an immersive venue where fans could experience a range of PlayStation VR titles. As part of the official launch week celebrations, the pop up event was open from Wednesday October 12th through Sunday October 16th. Titles which gamers were able to sample included race game DRIVECLUB VR, Gotham-themed adventure Batman: Arkham VR, survival horror Resident Evil 7: Biohazard and alien shooter Farpoint.
Outside of the PlayStation VR area, gamers were also able to see the latest cutting-edge technology from Sony up close, with the PlayStation 4 Pro, the world’s most powerful console, on display before its official launch on November 10th.
A host of experienced brand ambassadors were on hand to walk visitors through the games and offer advice on the PlayStation VR headset, the PlayStation 4 consoles and accessories.
Tom Whitaker, Group Marketing Manager at Sony Interactive Entertainment UK, said: “PlayStation VR changes the way we play games and trying it is fundamental to understand that. We wanted to let as many people as possible experience The Future of Play Tour, to showcase what PlayStation has in store this year.”
Claire Stokes, Founder and Managing Director at Circle Agency, added: “If ever there was a product that suited an experiential marketing strategy at launch, this is it. Virtual Reality is a product that is extremely difficult to comprehend without the opportunity to experience it first-hand. Being able to provide that opportunity for gamers nationwide has been an absolute thrill.”
The Future of Play Tour is set to appear at Cabot Circus in Bristol from October 20th to 23rd and then at the Old Granada Studios in Manchester from 27th to 30th October.
There is also a supporting website, www.trypsvr.com.
