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 took some time to materialise. PlayStation finally overtook Xbox as the top-selling console in 2010, and has gradually extended its lead over all rivals. The PS4, launched in 2014, confirmed Sony's dominance. By 2015 it was selling almost twice as many units as its Microsoft-owned rival.
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 16th Nov 2017: Ads Of The Week: "Rivalry". A break from Christmas ads, even if this one does still contain more than its fair share of seasonal snow. BBH New York has come up with a brilliantly entertaining spot to promote PlayStation's new Star Wars Battlefront II game. In most ads, when a pretty teenage girl moves into the house across the road, it usually signifies the beginning of a soppy adolescent love story. Not this time, because this kid is clearly far too in touch with her dark side. BBH has its tongue lodged firmly in its cheek throughout, which makes the mounting absurdity of the situation even more entertaining. Somewhere down the line, good and bad are clearly going to have to hook up together, but for now, let battle commence!
Adbrands Weekly Update 10th Dec 2015: Sony's PS4 console widened its lead in the gaming market, with cumulative sales topping 30m units last month after two years on-sale. Though early sales were impacted by rivalry with Microsoft's Xbox One, the PS4 is now reported to be selling as many as twice the number of units as its rival. That puts it on course to match the record numbers achieved by its predecessor the PlayStation 2, introduced in 2000. Its sales topped 51m units in three years, and over 100m by 2005. "Rumours of the demise of the console have been greatly exaggerated," said Sony Computer Entertainment CEO Andrew House in an interview with the Financial Times. "We've just seen the most successful Black Friday in the company's history. We are now trying to benchmark [the PS4] against the success of the PlayStation 2 - or exceed it if possible."
Adbrands Weekly Update 12th Nov 2015: Ads of the Week: "The Wonderful Life of a PS4 Player". Still looking for something for your Christmas stocking? The Chemical Brothers supply fine musical backing for 180 Amsterdam's cracking new spot for Sony PS4. If only the wonderful life of a PS4 player was really like this. Proof that there are some players who don't just sit in their rooms on their own for days on end fantasising about fast cars and awesome automatic weaponry. And some of them are even girls. Ah well, we can but dream...
Adbrands Weekly Update 19th Mar 2015: Sony launched its own streaming TV service this week in three US cities via its PlayStation network. The new PlayStation Vue system offers a mix of live TV and on-demand content from suppliers including NBC, CBS, Fox, Discovery and Nickelodeon. The hold-out here is Disney's ABC and its sports strand ESPN, both noticeably absent from Sony's bundle, which also carries a higher than expected pricing of $49.99 per month. Analysts feel that price may be too high to win over would-be cord cutters.
Adbrands Weekly Update 24th Apr 2014: Sony's PlayStation 4 continued to hold its lead over Microsoft's Xbox One console in the first quarter with sales to-date of 7m units to the US rival's 5m. However, Microsoft is betting on ending up as the tortoise to Sony's hare. Its Xbox One is being rolled out globally in stages; so far it's only available in 13 countries, while Sony already has near-blanket coverage of 72 markets. On that basis, Xbox's slow-but-steady progress looks quite impressive. Another 39 countries will be added to the Xbox estate in September. Whoever wins in the end, there's no denying the two consoles' combined strength. Together they have racked up more than double the equivalent sales managed by predecessors PS3 and Xbox 360 in their first five months on-sale back in 2005/06.
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