Sony
The changing role of the PlayStation
This work looked at the perceptions and usage of the PS2 in the UK, discovering the depth of guilt and unease associated with its use and users – they’re all sad geeks, apparently. This is something that Sony would love to change, as the game console business is now worth more than Hollywood.
We identified how the PS2 was used in only one of the 3 possible modes of consumption; we then identified actionable ways in which the remaining two modes could be exploited.
