Jim Ryan wants to have a word.PlayStation's boss wanted to address some of the points that were raised in an article we…
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"You see that again with the new global brand campaign. It's slightly different here because it uses a global framework, but with regional applications. The European execution showcases FIFA principally, the US execution showcases Fortnite, and the Japanese execution showcases Final Fantasy VII.
Again, this is one campaign with tailored regional executions, but the campaign is just done once. These are areas where we see having a global approach as being logical -- necessary perhaps -- and certainly beneficial to the gaming community."
The global approach is more streamlined,
but that regional focus was part of what made PlayStation unique. The fact that the campaigns differed from market to market may seem wasteful,
but it allowed Sony to have a presence in regions where its competitors barely register.
"Yes, we feel we need to become a more global organisation,
but this is absolutely not at the expense of our in-market strength at a country level.
And I really want to reinforce the point that globalisation does not mean Americanisation, or vice versa. Becoming a global organisation does not, in any way, shape or form, mean becoming an American organisation. I'm living proof of that, as a good Geordie boy sitting here running PlayStation."