Content-heavy set to bow next week

After a soft launch earlier this month, the site is poised to head in some interesting new directions.

PlayStation’s unique Canadian url,, is set to debut on April 1. It will be a content-heavy site, with room to highlight co-promotions with brands like Hershey, Coke, Energizer and the NHL.

‘What .ca will be about is content. I’m not going to sell product… our retail partners already do a good job of selling our product online,’ explains Matt Levitan, marketing manager at Toronto-based Sony Computer Entertainment Canada (SCEC). He says PlayStation might sponsor a ‘really grassroots’ summer concert tour and film it, likely with up-and-coming bands. Levitan also plans to include footage from some higher-profile PlayStation concerts down the road. Past PlayStation concerts include Wyclef at the PS3 launch and Metric at Toronto’s Masonic Temple last fall.

The site will also be used to promote PlayStation’s marketing efforts. ‘To launch the site, we’ll have a heavy Campus Cup message,’ Levitan says, referring to the annual gaming competition for students that has a grand prize of free tuition. (Last year’s Cup attracted 2,400 participants and this year’s attendance is expected to double.) He also plans to upload footage from the ‘Gamer’s Voice’ promotion PlayStation does with Future Shop, which invites gamers to test out new games and report their reviews on-camera in a booth set up in-store.