Speaking to LA Times, Sony's senior vice president of marketing Peter Dille, revealed that the company's new marketing campaign aims to "reposition" the Playstation 3 console as a "total entertainment solution."
"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," Dille said. "We wanted to reposition as a total entertainment solution. We felt like we can really own entertainment."
Dille then stressed that the company will continue to put its weight behind hardcore games like the upcoming Uncharted 2.
During its first days in market, Sony had the same "total entertainment solution" marketing message. Back then, this mantra deterred hardcore gamers - and early adapters - from buying the console after comparing it to the Xbox 360 which had its marketing campaign focus on hardcore gaming. Less than a year later, Sony changed its marketing message to focus on the Playstation 3's superior (at least theoretically) gaming performance.
Sony is shifting its marketing message back to its initial position now because the company believes that "more Americans are now interested in these capabilities".
