Sony has indeed adopted a "Show Don't Tell" strategy for the PlayStation 5 (PS5), as confirmed by recent statements from PlayStation co-CEOs Hermen Hulst and Hideaki Nishino. This approach represents a shift in Sony's communication style, focusing more on showcasing products and content rather than extensive verbal explanations or promises.
Key aspects of this strategy include:
1. Product-centric approach: Sony is prioritizing the demonstration of actual products and content over elaborate marketing speak. As Nishino stated, "To me, the product, the content, it should be the forward-facing things."
2. Reduced pre-release hype: There's a noticeable decrease in early game announcements. Sony is now revealing games closer to their release dates, shortening the gap between announcement and launch.
3. Limited communication: Sony has become more selective in its public communications, with fewer interviews and less frequent engagement with fans compared to previous console generations.
4. Focus on creators: Hulst emphasized spending more time with creators, suggesting a prioritization of game development over public relations.
While this strategy aims to let the products speak for themselves, it has led to some frustration within the gaming community and media. The lack of communication on certain topics (like the future of PSVR2 or addressing development cycle issues) has left some questions unanswered.
The effectiveness of this approach is still being debated:
- Pros: It may help manage expectations and reduce the risk of overpromising.
- Cons: It can lead to information gaps and potentially reduced engagement with the PlayStation community.
This strategy aligns with broader industry trends, where companies are becoming more cautious about early announcements and prefer to showcase more polished products. However, Sony's approach appears to be on the more reserved end of the spectrum, especially compared to its previous marketing strategies.
As the PS5 generation progresses, it will be interesting to see how this "Show Don't Tell" strategy evolves and impacts Sony's relationship with its audience and the broader gaming industry.
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variety.com
