Over the last week, there has been massive speculation about when Sony would open up PS5 pre-orders. Industry analyst and journalist Roberto Serrano cited an anonymous source and claimed that gamers would be able to put money down on the console July 13.
That day came and went, but those PS5 pre-order rumors persisted. It didn’t help when Amazon U.K. added a PS5 listing to its site, prompting many to think that a release date and price announcement were coming soon.
None of these rumors were correct, though, as Sony said in a Summer Game Fest stream with Geoff Keighley. PlayStation’s global head of marketing, Eric Lempel, told Keighley:
I think it’s safe to say… we’ll let you know when preorder will happen. It’s not going to happen with a minute’s notice. We’re going to at some point let you know when you can preorder PlayStation 5. So, please, don’t feel like you have to go run out and line up anywhere until you receive official notice on how that will work.
Lempel’s comments meant that gamers could put their wallets away for another week. The PS5’s price is rumored to be quite high , so this will give them another few days or weeks to save.
This may be good news for those without the cash to spare on a new console, but for others, it will be hugely frustrating. The PlayStation and Xbox marketing teams have been widely criticized for the way that they’ve kept gamers in the dark over their next-gen plans.
Lempel doesn’t once tell fans when they should expect PS5 pre-orders to be available, or when an announcement will be made. While secrecy is an essential pillar in any marketing strategy and can be the catalyst for excitement and good sales, many have found it unhelpful.
Wherever Sony leaves a gap of PS5 information, unsubstantiated rumors and leaks rush in to fill it. Like the unconfirmed rumor that the PS5 will be expensive. A rumor of this sort can change consumer perceptions about a product and could potentially backfire, dampening the hype.