3. BRANDING&MARKETING
PlayStation（プレイステーション, PS for short) is a series of video game
consoles created and developed by Sony Computer Entertainment. The brand
was first introduced on December 3, 1994 in Japan with the launch of the
original PlayStation console. It now consists of four home consoles, as well as a
media center, an online service, a line of controllers, two handhelds and a
phone, as well as multiple magazines.
4. BRANDING&MARKETING
As a video game consoles producer, the consoles are the major product, and in 1994, the
first PlayStation released. Along with the development of the technology, PlayStation 4 was
released in 2013, and so far, this video game console has sold 34,187,876, become NO.1 in
video game console industry （From VGChartz).
←Timeline of PS product
From PS 20 Anniversery
6. All For Gamers
Slogan For PlayStation in Asian
↑ From PlayStation Asian Official Site
7. Life is better with PS4
Slogan For PlayStation 4
↑ From PlayStation Official Site
8. BRANDING&MARKETING
Since PS4 was released, Sony just focus on one
thing——makes PS become the best place to play
(Fera, 2014), and they really do. All of
advertisements about PS are regard gamers as
core of the game, and try their best to making
everything in life interesting to the gamers. PS
takes a lot of time to talk with gamers (Longworth,
2014).
9. The Wonderful Life of A PS4 Player (1.58)
(Advertisement from PS4 Official Site)
https://www.playstation.com/en-gb/explore/ps4/the-wonderful-life-of-a-ps4-player/
(Please click this link to enjoy it, this is really a fantastic AD)
This is an interactive advertisement,
you can click the PS4 button to know
more information while you are
watching the advertisement.
This advertisement use very bright
music and a interesting style to show
almost everything about the PS4, and
you can choice the thing you want to
know, do not need to know
everything.
The shot always focus on a players,
shows the fun this player have in PS4.
11. In the advertisement The Wonderful
Life of A PS4 Player, you can find a
function of PS4, is ‘Share play’(click to know
more in the official site if you want), you can share
the game interface to you friend
whether he or she have this game or
not. You friend can watch you play,
take control your game or join in the
game themselves.
https://www.youtube.com/watch?v=QJKfc-Caku0
↑ This is the introduce video of how to share
play with your friend, please see the 1.23 to
1.38.
12. TECHNOLOGICAL AFFORDANCES
‘Share Play’ is a unique uses of Gaikai’s streaming
technology (Treese, 2015), and it gives a new way
to experience co-operative multiplayer on the PS4
(Loveridge,2014). Sony is calling it a “virtual couch”
experience, and they create a local co-op
experience in the Internet space (Loveridge,2014),
in the other words, they move the game room to
the Internet, and gamers can make friends more
easily. Sony puts relevant part in their gamepad,
players can join friends’ party with their gamepad,
and can join in the game with your friend.
13. TECHNOLOGICAL AFFORDANCES
As ‘share play’ is based on the Gaikai’s streaming
technology, it’s important to know what is Gaikai’s
streaming technology.
Gaikai’s game streaming is also called cloud gaming,
‘allows users to instantly play games on an Internet-
connected device, with nothing to download or install.
By running the game in the cloud and streaming the
video through the Internet, we are able to deliver high-
end video games to game consoles and non-gaming
devices alike’( Gaikai Official Site).
This technology may be a part of cloud technology. And
this technology make players can experience more fun.
15. In fact, after PS4 released, few
players pay attention to the
slogan of PS4. As most players
who buys PS4 are big funs of the
PS, and they just buy the new
console chronically. Meanwhile,
others are buy PS4 for play some
exclusive game.
However, PS4 is a console that
every part is fancy, most of
players feel satisfaction about it,
especially their gamepad, get a lot
of ‘like’.
Most of players think the game
experience of the PS4 is very
fantastic, this was a big success
for PS4.
↑ comments on ‘Zhihu’ (a famous comment forum in China)
These comments are all speak highly of PS4’S game experience.
16. IGN made a video in 2013 to
contrast the PS4 with Xbox One
about user experience.
And there are some comments
below the video, some players love
PS4 and some love Xbox, and others
love them both. Although more
people love the interface of the
Xbox, but at game experience, PS4
won the battle.
↑ Game better
↑ Notice that PS4 focus on gaming and friends.
17. USER EXPERIENCE
Of course, there are still some
problems, and some user feel bad
at some part of this console.
However, it is sure that some
players have notice about the
efforts Sony made to made game
playing better.
↑ comment from The Guardian.
19. REFERENCE
VGChartz (2015), Global Yearly Chart.
Available from: http://www.vgchartz.com/yearly/2016/Global/ [Accessed 8 January 2016].
Fera, R.(2014), HOW PLAYSTATION’S FOCUS ON GAMERS HELPED PS4 REACH #1 .
Available from: http://www.fastcocreate.com/3028179/how-playstations-focus-on-gamers-helped-ps4-reach-1#7 [Accessed 8 January 2016].
PlayStation Official Site (n.d.） Available from: https://www.playstation.com/en-gb/explore/ps4/ [Accessed 8 January 2016].
Treese. T (2015), Share Play is the PS4’s Best Feature and Nobody is Talking About It.
Available from: http://www.playstationlifestyle.net/2015/03/09/share-play-ps4s-best-feature-nobody-talking/#/slide/1 [Accessed 8 January 2016].
Loveridge. S (2014), PS4 Share Play: How Sony is changing multiplayer gaming in a big way.
Available from: http://www.trustedreviews.com/opinions/ps4-share-play-and-the-changing-landscape-of-multiplayer [Accessed 8 January 2016].
Gaikai.com https://www.gaikai.com/#!/qa [Accessed 8 January 2016].
Zhihu.com http://www.zhihu.com/question/24293957?rf=22046726 [Accessed 8 January 2016].
Kamen. M and Erica J (2013), PlayStation 4 vs Xbox One: The next-gen consoles compared.
Available from: http://www.theguardian.com/technology/2013/dec/01/xbox-one-versus-playstation-4-review [Accessed 8 January 2016].
