Sony PlayStation

Sony PlayStation's strategy evolved from a launch platform in 1995 that was purely functional and product based to a direction that encapsulated the entire usage experience.
Agency:Author: Not credited

Sony PlayStation

PURPOSE OF PAPER

This paper demonstrates how Sony PlayStation’s strategy evolved from a launch platform that was purely functional and product based to a direction that encapsulated the entire usage experience. Two planning insights ensured that this new direction was both potent and motivating.

PlayStation advertising runs throughout Europe. This means that it not only has to work against a culturally diverse target audience, but it has to take account of the fact that the video gaming market is at different stages of development in each of the countries concerned.

The paper also...

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