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Sony Interactive Entertainment is revamping its PlayStation Plus subscription service, adding new tiers in the style of streaming services.
The new version of PlayStation Plus essentially merges Sony’s PlayStation Now streaming and PlayStation Plus cloud gaming services. It will now have three tiers—Essential, Extra and Premium—priced from $9.99 to $17.99 a month, with discounts for annual subscriptions.
To announce the new service, Sony is rolling out a cinematic ad starring an enigmatic man named Mr. Malcolm.
“The launch of any new product or service requires you to communicate a proposition clearly to the consumer, and the additional task with marketing a service is knowing that the work isn’t done after launch,” Eric Lempel, svp and global marketing lead for PlayStation, told Adweek.