Sony: The launch of PS4

This case study describes how Sony launched its PlayStation 4 in the USA having lost traction and market share with its PS3.

Sony: The launch of PS4

BBH New York

What were the objectives for the creative work?

i. The business objectives:

After the glory days of the PlayStation and PS2, the PS3 had the lowest install base by the end of its generation.1

The task was clear: to return PlayStation to #1 in the console market with the PS4.

The goal was to gain 31% of the market at launch and sell ∼2M PS4 units in the US.2

In the last generation, we had lost momentum with the core community. This time, we had to get them on our...

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