PS4 arrives in Dubai in Style!

Playstation’s massive branding exercise swamps Dubai, digital graffiti projection included.

After rumors, leaks and sheer anticipation building up to the day, the PS4 is now officially available in the Gulf Region. And Playstation’s going all out on the celebrations front. So how about a touch of Blue to the city? The brand immersed key locations in Dubai like Dubai Internet City, Dubai Media City and Knowledge Village in blue. Not just that, they also got their fans and gamers to declare their loyalty to PS4 live on the Cayan Tower in Dubai. The brand engaged with Dubai-based graffiti artists Steffi Bow and Sya One, to create and showcase a live declaration of play from all of PlayStation’s fans. The PlayStation 4 Urban Light Art Projection, a consolidation of live street art and augmented reality with digital graffiti projection is a first in the Middle East, inspired by urban architecture and street-level art culture.

Speaking on the launch, Robert Fisser, General Manager of Sony Computer Entertainment in Middle East, Africa, Turkey, and India, said “PS4 is here! This is an incredibly exciting time for PlayStation Middle East and we are humbled by the extraordinary support from all the gamers in the Middle East and Africa. PlayStation 4 is for the players and has been designed with that in mind. There are many people involved in making this happen, to all of whom I would like to say thanks. You are witnessing next generation simplicity and new age of gaming and this is just the beginning. To the players and our fans, let's play!”

The PS4 system is now available in the Gulf Region (Bahrain, KSA, Kuwait, Qatar, Oman and UAE)  with a suggested retail price of AED 1699, arriving with a lineup of over 20 first- and third-party games, including exclusive titles like Knack and Killzone: Shadow Fall.  In total, the PS4 system will have a library of over 30 games by the end of the year.