PlayStation – MLB' 09: The Show

Category: Computer Software
Brand/Client: PlayStation/Sony Computer Entertainment America
Primary Agency: Deutsch LA

STRATEGIC CHALLENGE

MLB is a strong franchise for PlayStation and critical to profitability for the PS3 next gen gaming platform. It has been the number one selling baseball video game for 4 years – a critical position to maintain in a category where bragging rights often mean the difference between success and failure. For 2009 we had an updated version of the game, i.e., no news. Though we knew some who owned earlier versions would be interested in having the latest stats, etc., many would be content with last years game play. The challenge for us was to outsell the previous years game with no real difference in game play or graphics..

OBJECTIVES

Sales goals: Exceed MLB '08 sales of 325,000 units and maintain leadership in baseball games.