According to Brand Week, advertisers have abandoned PlayStation Home and are looking increasingly at Microsoft’s Xbox Live service instead.
The report says that Sony used last year’s Engage Expo to showcase PlayStation Home to advertisers. A year later though and Sony sat the conference out. “The product has disappointed both users and advertisers,” says Brand Week. “In fact, Red Bull remains one of the few non-endemic advertisers to carve out space in the world.”
The publication adds that for some digital buyers, Home exemplifies Sony’s slow-footed nature when it comes to embracing advertising. And compared to Microsoft’s Xbox Live, PlayStation Network is seen as lagging.
“Microsoft has MSN,” said Jon Epstein, CEO of in-game ad firm DoubleFusion. “They are much more of a media company than Sony has traditionally been.”
Industry observers say that Home doesn’t have consistent usage: “From moment one, it kind of felt clunky,” said John Rafferty, creative director at Publicis’ Denuo. “And once you got through that, there wasn’t much there.”
Expectedly, Sony told the site that advertisers are in fact keen on Home, with both the US Army and Fox running recent campaigns in the virtual world.
“PlayStation Home offers partners a chance to cut through the noise and actively engage directly with a large, targeted, and highly desirable consumer base,” argued PlayStation Home director Jack Buser. “Over 30 partners have recognized PlayStation Home as an interactive platform to convey an immersive brand experience.“