SVP of marketing and PlayStation Network Peter Dille talked at MI6 about Redefining the Digital Living Room. He emphasized the demands of a modern digital consumer and noted that they want high levels of convergence among their devices.
“We started as a gaming company and we’re very proud of a gaming heritage, but we don’t see ourselves as just a game company, gaming will always be at the core of everything we’re doing,” said Dille [thanks IndustryGamers]. “With our roots firmly in the gaming arena, we actually regard ourselves more as a networked entertainment company today. We’re managing a network which allows for new business models and fosters a new relationship with consumers.”
Dille noted that PSN also now has an ad sales department, adding, “Online gaming isn’t just about competition, it’s also about socializing with your friends. The game console has become a powerful communication device. [Online gaming is] a brand statement, it’s a shared experience, it’s a form of communication all rolled into one.”
“Digital, to us, is going to augment retail, not replace retail, at least in the foreseeable future, and some of that is back to what consumers like doing. We are not willing to undercut retail because we don’t want the business to suffer,” said Dille, noting difficult conversations with Walmart. “It’s not always an easy seesaw to maneuver.”
