PlayStation 3 Focusing On Younger Demographic

For the past five years now, the PlayStation 3 has been the underdog in the next-generation console wars, finishing behind the Wii and Xbox 360. Could it be that the system does not meet the needs of every audience?

The PlayStation 3 may not be the first console to spring to mind when it comes to family gaming, but Sony plans to change that by expanding the PS3’s marketability to a younger demographic.

Sony Computer Entertainment Europe CEO Jim Ryan points out that with the PS1 and PS2, most sales occurred after the systems’ price points had dropped fairly low. In this respect, the PS3 still has a long way to go before the end of its life cycle.

The PS3 is now $249 in the US, and as we draw nearer to a possible PlayStation 4 release, we may see another price dip on the current hardware. Such a cut would help ensure that more young gamers (or their parents) could afford the system that “does everything.”

Ryan is quick to point out that Sony won’t be abandoning the hardcore community as they move to reconnect with audiences who have yet to make the jump to PS3.

“I think you’ll see us taking the console more towards a slightly younger demographic. More family market. The core gamer will absolutely not be neglected. There’s going to be tons of great stuff for the core gamer but from our own studio, from third parties there’s some quite interesting stuff happening in a number of areas which would allow us to open up a market that we accessed pretty successfully on both PS1 and PS2, but haven’t yet got to on PS3.”

With the “Long Live Play” and the “Hall of Play” campaigns this year, it is apparent that the PS3 isn’t exactly shooting for the casual gamer. What will the new phase in youth-oriented PlayStation marketing look like? Will we see Kevin Butler playing in a grassy field with his son?

What changes do you predict Sony will make to draw a more family/youth-oriented crowd to PlayStation 3?

Source: PlayStation Magazine

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tags: PS3, Sony

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