PlayStation Home has expanded quite a bit in 2009, with 50 spaces and over 100 games now available within Sony's virtual world. It has been a modest success, but perhaps it's fallen shy of the lofty expectations placed on it when it was initially unveiled at GDC nearly three years ago. Since then, Sony's online service has managed to cut advertising deals with Red Bull, the US Army and Fox -- but has Home been able to maintain interest?
According to a report by Brandweek, advertisers are largely ignoring PlayStation Home, opting to pursue opportunities on Xbox Live instead. Ad agency Publicis Denuo's John Rafferty told the site that "from moment one, it kind of felt clunky. And once you got through that, there wasn't much there." Regardless of the robotic nature of the service, the high cost of entry is proving to be a huge barrier against Home, with "labor-intensive six-figure deals" required to create content for the community.
Jack Buser, director of PlayStation Home, argues that it offers "a chance to cut through the noise and actively engage directly with a large, targeted, and highly desirable consumer base." However, it appears that advertisers that want to work with Sony are interested in pursuing a different relationship -- one with the PlayStation Network itself. "Sony is a little more conservative in embracing their system as an ad platform," the report notes. However, the addition of the What's New screen, and advertising on the PlayStation Store, show that the Sony team is adapting, slowly transforming the PS3 into a system that advertisers can genuinely pursue.
[Thanks, ugotmesij]
Reader Comments (55)
Posted: Feb 24th 2010 1:09AM B3astofthe3ast said
As long as it doesn't turn into NXE, where my eyes are constantly assaulted by ads, I'm fine. I like how the Xcross media bar is simple, sleek, and most importantly, FAST.
Reply
Posted: Feb 24th 2010 12:21PM (Unverified) said
Especially when accessing your trophies or your friends trophies. Fast.
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Posted: Feb 24th 2010 1:09AM Ezio Auditore da Firenze said
Wait, you're telling me that advertisers would rather go with the service that plasters their front end with advertisements?
Just like with tonight's episode of LOST...
Mind = Blown.
Reply
Just like with tonight's episode of LOST...
Mind = Blown.
Posted: Feb 24th 2010 1:22AM BlackedOut said
Lost today was great,
Ild hardly call the advertising on Xbox Live plastered with adverts but it might be different in your region?
Over here in the UK I only see one advert on my dash, and even that comes and goes.
Reply
Ild hardly call the advertising on Xbox Live plastered with adverts but it might be different in your region?
Over here in the UK I only see one advert on my dash, and even that comes and goes.
Posted: Feb 24th 2010 1:28AM CaptainProtonX said
It really isn't as horrendous as one might think. I see the advert tiles. Woopee.
Could be worse.
The background of the dash board could change to an advertiser like some websites when they whore out their space.
"EAT MCKEY D'S!...click the burger icons to find the latest reviews!"
Reply
Could be worse.
The background of the dash board could change to an advertiser like some websites when they whore out their space.
"EAT MCKEY D'S!...click the burger icons to find the latest reviews!"
Posted: Feb 24th 2010 1:34AM copa said
"Wait, you're telling me that advertisers would rather go with the service that plasters their front end with advertisements?"
Actually, I think advertisers would rather go where consumers spend their time.
I have not installed PS Home, and I doubt I ever will. I do use the NXE and the PSN front end, so if advertisers want to find me, that's where they'll need to go.
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Actually, I think advertisers would rather go where consumers spend their time.
I have not installed PS Home, and I doubt I ever will. I do use the NXE and the PSN front end, so if advertisers want to find me, that's where they'll need to go.
Posted: Feb 24th 2010 2:01AM Jae Brav said
@WiiZer:
If I wanted to be a dick about it I could bring up the fact that on the XMB in the upper right corner of my PS3 at this very moment is a scrolling ad for GOW3 and Gamestop, Locco Rocco Space, The Tester, Contests for the PSPGo, etc. Although some are directly related to games would this not be considered ads?
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If I wanted to be a dick about it I could bring up the fact that on the XMB in the upper right corner of my PS3 at this very moment is a scrolling ad for GOW3 and Gamestop, Locco Rocco Space, The Tester, Contests for the PSPGo, etc. Although some are directly related to games would this not be considered ads?
Posted: Feb 24th 2010 9:03AM ummhello said
I agree with Debikul, PS3 DOES have ads. that little scrollbar advertising games/game related content.
also, I just deleted Home (I used it twice, maybe 3 times) but I can't get rid of the Home icon, and the PSN Store is under each section (movies, videos, games, and internet) as a "subtle" reminder that I have easy access to the Store to purchase things.
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also, I just deleted Home (I used it twice, maybe 3 times) but I can't get rid of the Home icon, and the PSN Store is under each section (movies, videos, games, and internet) as a "subtle" reminder that I have easy access to the Store to purchase things.
Posted: Feb 24th 2010 1:13AM (Unverified) said
Have to agree with them here. There is not much of interest in Home, and it takes so long to get started or do anything, that even when I occasionally have an interest in Home, I quickly get frustrated and leave.
Given an apparent high price of entry and low interest by the target market, I cannot imagine why game publishers would be interested in Home as an advertising model.
My opinion is that Home needs a couple of things to become viable.
1. Offer incentives. Unlocked trophies need a digital trophy room that others can view. Games should unlock content for user's rooms or wardrobe, something to get them to return to home to see what they unlocked. Exploration points for exploring things in Home across all spaces. Something needs to be offered for gamers to have a reason to return to home.
2. Reduce the clutter. No one likes the 1 minute loading screen going into home, or the 30 to 45 sec downloading and loading screens that pop up when jumping between spaces. This needs to be done automatically in the background when the PS3 is online or when it is off, not while the users are in the system. Further, get rid of the lines to play games or interact, it translates into alot of downtime that does absolutely nothing.
3. Add interaction. For a social networking program Home doesn't let you do much. You can't enter others places or interact with them when they are not in Home, many Home experiences allow only one person to play and without the input of others, etc. Add in viewing of singleplayer demos and let people comment on it. Bring in a netflix room and allow users to make MST3k parties. Allow integration between home and facebook so facebook users know what is going on in your home, and home users know what their facebook friends are doing.
Just a couple quick thoughts on how to improve one of Sony's offerings that has so far been less than impressive.
Reply
Given an apparent high price of entry and low interest by the target market, I cannot imagine why game publishers would be interested in Home as an advertising model.
My opinion is that Home needs a couple of things to become viable.
1. Offer incentives. Unlocked trophies need a digital trophy room that others can view. Games should unlock content for user's rooms or wardrobe, something to get them to return to home to see what they unlocked. Exploration points for exploring things in Home across all spaces. Something needs to be offered for gamers to have a reason to return to home.
2. Reduce the clutter. No one likes the 1 minute loading screen going into home, or the 30 to 45 sec downloading and loading screens that pop up when jumping between spaces. This needs to be done automatically in the background when the PS3 is online or when it is off, not while the users are in the system. Further, get rid of the lines to play games or interact, it translates into alot of downtime that does absolutely nothing.
3. Add interaction. For a social networking program Home doesn't let you do much. You can't enter others places or interact with them when they are not in Home, many Home experiences allow only one person to play and without the input of others, etc. Add in viewing of singleplayer demos and let people comment on it. Bring in a netflix room and allow users to make MST3k parties. Allow integration between home and facebook so facebook users know what is going on in your home, and home users know what their facebook friends are doing.
Just a couple quick thoughts on how to improve one of Sony's offerings that has so far been less than impressive.
Posted: Feb 24th 2010 1:34PM sigma8 said
I don't know if those things would improve Home. I was hoping for more of a Second Life clone. Mind you, I think Second Life is stupid...but with more of an explicit mission, context, and technical resources and polish, I thought it could be done better.
I wanted to see user-creatable spaces...this would mean that the Home "world" would grow quickly, and there'd be lots of things to explore. By limiting it to corporate America, it's just too lame. It's a perfect example of how lame things can be when independent ideas are not allowed to flourish.
I'm worried this is how the internet would be become if there is no net neutrality: everything would need approval and explicit, fascist-like cooperation from ISP's.
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I wanted to see user-creatable spaces...this would mean that the Home "world" would grow quickly, and there'd be lots of things to explore. By limiting it to corporate America, it's just too lame. It's a perfect example of how lame things can be when independent ideas are not allowed to flourish.
I'm worried this is how the internet would be become if there is no net neutrality: everything would need approval and explicit, fascist-like cooperation from ISP's.
Posted: Feb 24th 2010 1:21AM Deone said
Before the PS Home hate really starts to get out of control, I'd like to kick it off with saying I really like the idea of Home. I also think that a lot of aspects, games, rooms, and ideas already utilized within it are actually pretty cool and sometimes moderately fun.
I think where it really suffers is with all the waiting times, Loading of individual places, even if you visit them frequently, and the snail like leisurely pace in which your avatar moves around.
I think if you could move more like the protag's of Prince of Persia, Infamous, or even GTA IV, it would all be 80% better.
It's a shame advertisers don't want to throw more money at it, but with the critical joke Sony let it become, it's easy to see why. In all reality, it was still called a Beta, and they only let the joke hyperbolize by leaving it as such for so long.
Clearly it could have withstood being taken down and retooled.
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I think where it really suffers is with all the waiting times, Loading of individual places, even if you visit them frequently, and the snail like leisurely pace in which your avatar moves around.
I think if you could move more like the protag's of Prince of Persia, Infamous, or even GTA IV, it would all be 80% better.
It's a shame advertisers don't want to throw more money at it, but with the critical joke Sony let it become, it's easy to see why. In all reality, it was still called a Beta, and they only let the joke hyperbolize by leaving it as such for so long.
Clearly it could have withstood being taken down and retooled.
Posted: Feb 24th 2010 1:25AM CaptainProtonX said
Here's a funny idea. During those long wait times and loads...ADVERTISE!
Just an idea. It might be nifty with the young'ns.
Reply
Just an idea. It might be nifty with the young'ns.
Posted: Feb 24th 2010 1:23AM CaptainProtonX said
hahaha...sweet jesus. The irony.
I had such high hopes to Quincy someone in my Mountain Dew Room.
"DO THE D.......EEEEEW! WTF???"
Reply
I had such high hopes to Quincy someone in my Mountain Dew Room.
"DO THE D.......EEEEEW! WTF???"
Posted: Feb 24th 2010 1:46AM SpeeGold said
I completely forgot PlayStation Home still even exists. I don't think I've been on there since it first came out. This is how my one and only experience in Home went:
-logged on
-made a character that mildly resembled me
-waited in line to bowl
-failed miserably at bowling
-gave up and did the casual dance next to random people till they got annoyed and ran away
-logged out
Is there any significant feature that I missed out on that should make me want to go back and give it a second try?
Reply
-logged on
-made a character that mildly resembled me
-waited in line to bowl
-failed miserably at bowling
-gave up and did the casual dance next to random people till they got annoyed and ran away
-logged out
Is there any significant feature that I missed out on that should make me want to go back and give it a second try?
Posted: Feb 24th 2010 2:27AM WMcPete said
That was pretty much my exact same experience, in both the beta and the current version.
It is interesting that Sony is still putting all the support into it. There is not a single person in my friends list of over 50 people that I have talked to that ever even use Home. I guess there must be people that use it regularly since it is still around and being supported, but I haven't run into hardly any in my time playing PS3 online...
I am not at all into social networking on my console, outside of game playing. When my console is on, I am usually too busy playing actual games to give Home even a second thought. I would have to agree that there are other venues on the PS3 that would look a lot more appealing to advertisers than Home.
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It is interesting that Sony is still putting all the support into it. There is not a single person in my friends list of over 50 people that I have talked to that ever even use Home. I guess there must be people that use it regularly since it is still around and being supported, but I haven't run into hardly any in my time playing PS3 online...
I am not at all into social networking on my console, outside of game playing. When my console is on, I am usually too busy playing actual games to give Home even a second thought. I would have to agree that there are other venues on the PS3 that would look a lot more appealing to advertisers than Home.
Posted: Feb 24th 2010 2:32AM Pure Black World Tendency said
Same here. I guess we're just not in the target market for this. But I can't help feeling the money spent on Home would be better spent on more of those sweet exclusives.
Reply
Posted: Feb 24th 2010 2:10AM LuTon James said
There are too many awesome ps3 games that need to be played. I just can't give any of my time to home, especially when good games are dropping as often as they are now.
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Posted: Feb 24th 2010 3:11AM Deone said
Thats a pretty valid comparison. Game Room does seem a little spartan (though more focused, which may be a positive) in comparison, but I still don't think it brings the Sony Network experience inline with the LIVE counterpart. It's a hell of a lot closer now than it was 2 years ago though.
But if you guys are just trying to start a fanboy system argument, please use someone elses post. Chrono5577's post above looks ripe for the picking.
Reply
But if you guys are just trying to start a fanboy system argument, please use someone elses post. Chrono5577's post above looks ripe for the picking.
Posted: Feb 24th 2010 5:35AM TOYBOXX said
Advertisers neglecting Home is understandable. For me, personally, I don't enjoy the virtual space anymore because of two reasons: 1) It takes WAY too long for everything to load up, and 2) there is nothing new happening within Home for me to care. As with any product it needs to be sold to make money, and Sony is simply not selling it. Thus the lack of advertising dollars to support the virtual space.
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Posted: Feb 24th 2010 6:13AM Bad Bieber 4 Life said
"It has been a modest success, but perhaps it's fallen shy of the lofty expectations placed on it"
Well, yeah. Most people aren't at all interested in it. Really, who buys the crap on Home? No one I know.
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Well, yeah. Most people aren't at all interested in it. Really, who buys the crap on Home? No one I know.
Posted: Feb 24th 2010 6:28AM Problem Medic said
Maybe they should of copied Second Life harder?
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Posted: Feb 24th 2010 6:37AM Premature ejaculation man said
Wow. All I get is those squares for other content offered on XBL (Like: "Try the new bayonetta demo!") No actual company advertisements.
That sucks for you.
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That sucks for you.
Posted: Feb 24th 2010 7:07AM Twinturbo120 said
Home still has potential but it's just that sony didn't carry out it's "original" plan with it very well.
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Posted: Feb 24th 2010 7:42AM (Unverified) said
I abandoned Home after two tries. I made a character that reflected my gender and was asked to strip by what I can only assume were a bunch of 12 year old boys who didn't understand that wishing a little digitized girl could get naked doesn't make it possible. I then made a male character, had a walk around and realized there wasn't much there to look at anyway.
The thing is, I personally don't play video games in order to have social interaction so I could care less if I can walk around as a little digital person and 'talk' to other people in Home. I don't want to buy fake furniture for a fake apartment, as I've got a real house to put furniture in. I'm never going to turn on my PS3 looking for a social network. Now if I could be that same little person and watch early game previews or somehow gain access to exclusive downloadable content for PS3 games, maybe I'd be more interested.
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The thing is, I personally don't play video games in order to have social interaction so I could care less if I can walk around as a little digital person and 'talk' to other people in Home. I don't want to buy fake furniture for a fake apartment, as I've got a real house to put furniture in. I'm never going to turn on my PS3 looking for a social network. Now if I could be that same little person and watch early game previews or somehow gain access to exclusive downloadable content for PS3 games, maybe I'd be more interested.
Posted: Feb 24th 2010 8:31AM (Unverified) said
Home is a cool idea but badly implemented. I tried it several times with the same experience walk around with nothing to do, when i do find a game I have to wait in line for ever just to play a mediocre game or they want me to buy something so that i can play the game.
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Posted: Feb 24th 2010 9:05AM ScottG13 said
I purchase advertising. If I purchased console based advertising, I'd be looking for a steep discount on Home. My money would be on interactive promotions via 360's Dashboard. Avatar giveaways to enter into a contest or free previews of media or something like that would be my best. Not expensive interactive spaces in Home.
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Posted: Feb 24th 2010 9:27AM (Unverified) said
"actively engage" is not the phrase I would use to describe Home's interaction.
In order to actually see anything you have to walk around and wait for loading screens and maneuver around other avatars to see the content.
XBL is better because everything is there as a banner, but the problem is the amount of scrolling it takes to reach some content.
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In order to actually see anything you have to walk around and wait for loading screens and maneuver around other avatars to see the content.
XBL is better because everything is there as a banner, but the problem is the amount of scrolling it takes to reach some content.
Posted: Feb 24th 2010 9:47AM (Unverified) said
I did too and Jack Bauer might actually get me to log into Home again. Right now I really don't see much of a point to it.
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Posted: Feb 24th 2010 9:51AM BanditKing said
Good I hope they keep ignoring PS3. If I have to suffer Doritos, McDonanlds and all those other crap ads on my PS3 I will no longer use my PS3 online. My 360 is bombarded with horrible ads that play videos and music when I don't want them to and the sad part is I PAY FOR IT. Live costs me 49.99 a year and I can't even disable the ads. The NXE is a great OS but its gotten ruined by MS's open to all ad policy. So far PS3's XMB only advertises games, which is fine by me.
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Posted: Feb 24th 2010 10:36AM moominsean said
i don't the ps3 home because every time i actually use it, i have to wait 15 minutes for it to install updates, and then if i actually do something besides wander around the plaze dancing, i have to wait for it to load that other stuff.
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