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Male Opps: Sony builds mobile gaming division for PlayStation amid media review (Score 64)

PlayStation as part of an ongoing push beyond its line of consoles. To do so more effectively, the company recently acquired mobile game developer Savage Game Studios. Sony is working with Savage on an "unannounced new AAA mobile live service action game." A "triple A" refers to an informal industry game classification often used for a blockbuster-type title. Live service games are usually titles where developers can add and update content. Sony's mobile strategy will probably rely heavily on its vast array of intellectual property (IP), but it will also include a focus on making specific games for small devices such as phones. Sony will ramp up marketing efforts for PlayStation's mobile gaming as a result, so sellers should contact soon to secure ad dollars ahead of campaign launches.

This announcement follows a rough Q2 for Sony's gaming division as consumers start to have less time for video games again post-Covid. Sony also currently faces supply chain issues and cannot meet the demand for its flagship console, the PlayStation 5.

To support this initiative, PlayStation named Uyen Uyen Ton Nu as the senior director and head of its mobile marketing division. She previously served as the marketing VP at Super Evil Megacorp.

According to iSpot, PlayStation has spent approximately $2.6m on national TV commercials YTD, less than a third of the approximately $10m spent by this point last year. The brand spent around $25.3m on this channel last year, 41% more than when it spent around $17.9m in 2020. PlayStation's 2022 commercials have targeted male viewers of shows such as College Football, NFL Football, the 133^rd Rose Parade, UEFO Champions League Today and PGA Tour Golf.

Since the beginning of 2022, Pathmatics reports that the brand has allocated roughly $28.5m toward digital ads, down 38% from the roughly $46.2m allocated within the same 2021 timeframe. PlayStation's estimated full-year 2021 spend reached $70.7m, 44% more than that of $49.2m in 2020. The brand has earned ~3.4b digital impressions YTD via Facebook (68%), Instagram (24%) and desktop video (8%) ads.

PlayStation's target demographic primarily consists of men. Per Kantar data, the brand also utilizes local broadcast. It holds planning conversations in Q4 and buying conversations in Q3. Sony's new mobile initiative will face competition from Microsoft's Xbox gaming unit and Nintendo, both of which have made moves into mobile over the past several years.

Agency & martech readers - We have not yet heard of a conclusion to the media review that kicked off Nobox.