Recently, my PlayStation 3 surprised me when I found, on the XMB (XrossMediaBar), something called “Playstation Home”, a community-based environment developed by Sony Computer Entertainment’s London and Cambridge studios. The open beta service has started last December. Phil Harrison used the term “Game 3.0″ to describe it back in 2007.
It’s still a small world: users can wander their own empty harbour studio (you can customize it later), the central plaza, a bowling center, a movie theatre and a mall. There are also dedicated game spaces (Uncharted and Far Cry 2) and a Red Bull area. Red Bull? Yes, the corporations are already there. Despite the size, according to Sony, 3.4 million users already downloaded it.
Aside the energetic drink environment, users can also find Ligne Roset and Diesel stores at the mall, where they can buy, using the PlayStation Network Wallet, virtual clothing for real dollars! Activision, SEGA, Ubisoft, Atari and Midway are reportedly creating Spaces for the service. EA announced the future opening of the EA Sports Complex, with leader boards, game trailers and some multiplayer games.
Does that mean that corporations should try to increase revenue by selling virtual clothing for $1.99? I don’t think so. It is, in fact, about image, about being remembered. People who buy Diesel’s virtual clothing at PS Home will be more likely to do it in real life. And, as it moves from beta to the definitive version, it will probably get bigger and maybe someday it may be as big as Second Life.
Another approach, this one really profitable, would be using the PS Home store as an interface for selling products to the real world. What about actually holding the product in the hands of the avatar or having a virtual trial (think of mobile phone or computer interfaces, for example)? After trying the product at PS Home, the user could buy it and receive it at home. Still an e-store, but with a more realistic shopping experience. Another idea: what about creating your PS Home private space as a copy of your real place and trying different combinations of furniture before placing a real order at IKEA?
When it comes to the return of investment on the video gaming market, we can mention Shankar Gupta, who defends that the growth of this market has been intense and solid in the last three years. And an emarketer research shows that not only half of the U.S. adult population plays videogames, but also that this is the less likely category to suffer cost cuts in times of recession. According to Lovison, “the Wii sold 2.04 million units in November according to NPD, over twice the sales of November 2007″. eMarketer also projects that “US in-game advertising spending will increase from $295 million in 2007 to $650 million in 2012“.
The possibilities are endless, and this new environment is just born. If you remember the 22 immutable laws of marketing by Ries and Trout, the first to appear in a category is usually the number one player in that segment. There is a great opportunity to present your brand to the avatars of this new virtual world. Maybe you should start thinking about doing it today.
