PlayStation UK Brand Strategy

Challenge

In its first 3 years PlayStation 2 in the UK had saturated traditional gaming audiences and needed to expand it’s appeal to new markets.

Solution

As Marketing Director at PlayStation UK, Alan lengthened the life cycle of the PlayStation 2 platform by combining it's iconic youth culture positioning with a more inclusive social gaming marketing strategy to significantly widen the target audience.

Result

Over 10 million PlayStation 2’s were sold in the UK with over 40% of households owning a console.  The strategy also ensured PlayStation's position as the dominant gaming brand for PlayStation 3 lifecycle.