Sony's PlayStation gaming console revolutionised its market in the late 1990s and early 2000s, demolishing the lead of long-established competitors such as Nintendo and Sega. For three or four years, Sony's computer entertainment division was also the unchallenged champion within the group as well, delivering substantial profits while other divisions struggled with poor performance. However the arrival of Microsoft's Xbox console marked the beginning of a downturn for PlayStation. Far more serious was the launch of Nintendo's mighty Wii system. Production problems relating to Sony's new Blu-Ray DVD technology further undermined the rollout of what should have been the company's strongest console to-date, the PS3. As a result, Sony's PlayStation business reported substantial losses in 2008 and 2009 and significant improvements have taken some time to materialise. PlayStation finally overtook Xbox as the top-selling console in 2010. See also:
Which agencies handle advertising for Sony? Find out more from the Adbrands Account Assignments database
Who are the competitors of Sony? See Consumer Electronics
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Adbrands Weekly Update 21st Nov 2013: Sales of Sony's PS4 gaming console got off to a good start, with more than 1m units sold in the first 24 hours on-sale in the US last weekend. Sony has predicted sales of 5m units by the end of its current financial year in March 2014. However, the price tag of $399 represents a significant loss on the cost of production. Sony hopes to make up the shortfall at a later date through sales of exclusive software. The console goes on-sale in Europe and Asia at the end of this week, coinciding with the debut of Microsoft's rival Xbox One. The arrival of the two devices is a boon to hard-pressed games retailers, whose sales have plunged over the past few years as a result of the lack of new hardware. There have been no major console launches since the Wii and PlayStation 3 in 2006. In the US, combined annual gaming sales fell by 38% between 2008 and 2012, according to retailer GameStop.
Adbrands Weekly Update 17th Oct 2013: Ads of the Week: "Perfect Day". The holiday shopping season kicks off in a few weeks and technology companies are girding their loins for the coming onslaught. Here's the latest broadside from Sony and BBH New York for the launch of PlayStation 4, currently tipped as the favourite for victory in the console wars. Lou Reed's gently elegiac Perfect Day provides a deliciously incongruous backdrop to no-holds-barred action as two gamer pals spend a day grinding each other into the virtual dirt.
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