Sony seeks more inclusive PlayStation Network image

By Matthew Chapman, marketingmagazine.co.uk, Thursday, 31 January 2013 11:51AM

Sony is launching a campaign that sets out to disprove the notion its PlayStation Network online gaming platform is exclusive to hard-core gamers.

Sony PlayStation: way of play by 180 Amsterdam

The company’s gaming branch, Sony Computer Entertainment, will launch a digital campaign on 4 February that will claim the Network is a "fun, social and accessible" way of gaming.

Sony's online gaming platform now has more than 90 million subscribers, but last week had its reputation hit by a £250,000 fine, after users’ data was exposed by a hack attack.

The upcoming campaign will attempt to encourage users to spend more time on the platform through a "way of play" creative theme, which is meant to explain various gamers' approach to gaming.

180 Amsterdam created the campaign, which will include three 45-second films that each celebrate a different gaming genre and "way of play".

Activity will run on YouTube, Facebook, PlayStation.com, the PlayStation blog and Twitter.

This article was first published on marketingmagazine.co.uk