Sony’s Peter Dille has said that the company is repositioning PS3 as the “total entertainment solution”.
The massive ad campaigns rolling out in September will focus more on the Blu-ray, movie download capabilities, “mums and families,” and less on games.
“We have been a game company for years and we would never walk away from that, but research confirmed there is a larger proposition under our nose,” the VP of marketing told the LA Times. “We wanted to reposition as a total entertainment solution.
“We felt like we can really own entertainment.”
Marketing campaigns when PS3 was launched toted it as a entertainment hub as well, and according to SCE bossman Kaz Hirai, this cause the console “a bit of an identity problem”.