As Sony Computer Entertainment America relaunches the PlayStation 3 with its PS3 Slim
model, its marketing campaign has deemed the console as a "total entertainment solution," rather than a video game console. Its fall and holiday ad campaign
touts the console as "the greatest gaming, Blu-ray playing, movie downloading system around." Three bullet points no other console on the market can match.
Speaking with the LA Times
, SCEA's vice president of marketing Peter Dille said the move wasn't to "walk away" from the console's gaming roots, but to reposition the system in hopes to "really own" home entertainment. According to Dille, SCEA's current campaign is the largest and costliest in the console's history and -- although the company has attempted to position the console as a "jack of all trades" entertainment device in the past -- Sony feels Americans care more about non-gaming capabilities now than ever before.