Behind the scenes: Sony Playstation's 'Future of Play' tour

To celebrate the launch of Sony Playstation's virtual reality (VR) headset on 13 October, the brand has embarked on a six-date tour of the UK.


The Sony Playstation 'Future of Play' Tour is an immersive experience that intends to give gamers the opportunity to get familiar with Playstation's latest venture into virtual reality. The tour kicked off on 22 September at gaming event EXG in Birmingham, and will visit a total of six locations throughout its run. 

The VR tour features 20 playable stations which guests could pre-book or test out through a walk-in trial. After popping up in Birmingham Glasgow and Sheffield, the tour visited at East London's event space Kachette. Aided by Circle Agency, Sony transformed the venue into a fully immersive gaming experience where guests were invited to test a range of Playstation VR titles.

Brand ambassadors were on hand to show guests the latest piece of Sony Playstation technology and also Playstation 4 Pro, was also on display before its official launch on November 10.

Claire Stokes, founder and managing director at Circle Agency, said: "If ever there was a product that suited an experiential marketing strategy at launch - this is it. Virtual Reality is a product that is extremely difficult to comprehend without the opportunity to experience it firsthand."

The 'Future Of Play' Tour will head to Cabot Circus in Bristol from 20-23 October, and Old Granada Studios in Manchester from 27-30 October. 

Earlier this month, Sony installed a giant version of its virtual reality headset at London's King's Cross station

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