Plenty of these being spent

The PlayStation Move marketing machine is gearing up for a full-on assault, with £750,000 set to be spent on pushing the controller in the UK within its first week on sale.

Rather than hitting the traditional hardcore gamer hotspots, Sony is taking its campaign to supermarkets and shopping centres as well as booking adverts during high-profile family shows X-Factor and, er, Big Brother. The second part of its marketing masterplan takes the form of a 40ft truck touring the country to teach store staff about the wonders of Move and 3D gaming, hoping to generate interest from non-specialist retailers.

Pitching Move as an evergreen product, in line with Sony chief Ray Maguire's appraisal of the controller's long-tail sales, the company will spend over £2m marketing Move in the run-up to Christmas and beyond. With that level of investment, prepare for Move to be everywhere this Christmas.