Sony's got a £2m marketing campaign lined up for the UK, but it's admitted rival Microsoft will always have greater spending power in the console wars.
Sony America's senior vice president of marketing Peter Dille spoke to the Seattle Times about the company's plans for Move's launch in the coming weeks.
Seattle Times: Are you going to spend more promoting Move than Microsoft spends on Kinect?
Peter Dille: I don't think we'll ever outspend Microsoft.
You won't be seeing a shortage of Move marketing out there though, with the latest Kevin Butler adverts having recently commenced in North America and the launch of a major campaign across Europe. You won't be able to move for Move adverts soon.