PlayStation will host a press conference at the China Joy expo tomorrow, July 29, and will be joined by CEO of Sony Computer Entertainment, Andrew House, as it aims to promote the PS4 and its games following the lifting of a 15-year console ban in China.
The press conference has been titled “PlayStation China Press Conference – All For The Gamer” and will include an appearance by President of Sony Worldwide Studios, Shuhei Yoshida. PlayStation is obviously trying to make a big impact at the annual expo as its conference kicks-off the day before.
Microsoft boss Phil Spencer has also confirmed his attendance at the show via Twitter, but it looks as though the Xbox maker is not hosting a press conference.
Heading off to #ChinaJoy, my 1st time at the show. Looking forward to showing games coming to Xbox and talking with local studios.
— Phil Spencer (@XboxP3) July 27, 2015
The Chinese market is absolutely huge, and though initial sales figures of the PS4 have been reported to be ‘disappointing’ it looks like Sony is upping its game at the China Joy expo to help promote its console more aggressively. In a recent poll, it was revealed that Chinese gamers overwhelmingly prefer PS4 to Xbox One.
It’s rumoured that the PlayStation press conference will introduce Project Morpheus to China, as well as promote some of its upcoming games. Sony will also be seeking to build relations with Chinese developers and secure deals with studios to produce their games exclusively for PS4.