“Huge barrier” stopping advertisers on PlayStation Home

By Johnny Cullen
25 February 2010 12:15 GMT


Apparent six-figure Sony deals are presenting advertisers with a “huge barrier to entry” to PlayStation Home.

According to a report from Brand Week, potential advertisers have also been put off the service since its launch back in December 2008 because it hasn’t been able to gain on either Xbox Live or even the core PSN itself.

“From moment one, it kind of felt clunky,” said creative director at Denuo, John Rafferty. “And once you got through that, there wasn’t much there.

“There’s just a huge barrier to entry for advertisers.”

However, one company thinks the service is starting to gain momentum on Live.

“Sony is a little more conservative in embracing their system as an ad platform,” said Dario Raciti of Ignition Factory.

“They just have less people [than Microsoft]. I think they are starting to go down the path of being more competitive with Xbox Live.”

Director of Home, Jack Buser, stuck to the positives, saying: “Over 30 partners have recognised PlayStation Home as an interactive platform to convey an immersive brand experience. PlayStation Home offers partners a chance to cut through the noise and actively engage directly with a large, targeted, and highly desirable consumer base.”

Thanks, GI.

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