Brands and PlayStation Home

PlayStation Home is a ground-breaking 3D social gaming community available on PlayStation 3 that allows users to interact, communicate and share gaming experiences together.

Within Home, users can create and customise their own unique avatars and explore a real-time virtual community where they can communicate freely through text or voice chat.

Users are not only able to enjoy a variety of entertainment content such as mini-games, videos and special events along with their friends, but are also able to create their own community, creating clubs with other users who share the same interests.

PlayStation Home is unique to anything else in the gaming world, and by partnering with both global and regional gaming and non-gaming brands they are able to offer exciting and entertaining content that enhances the PlayStation experience.

Red Bull became the first brand to build a presence in PlayStation Home by creating a tropical island, featuring an airplane racing game based on their real world Red Bull Air Race series.

Diesel has just taken a key position as one of the first interactive advertisers on the new platform, accompanying contemporary furniture designers Ligne Roset, film studio Paramount Pictures, and video content providers Hexus TV and Eurogamer, by offering residents of Home virtual clothing and virtual accessories. Diesel is offering the latest men's and women's designer avatar clothing through the platform, with items ranging from free-of-charge to £1.30.

PlayStation Home not only offers Diesel an online retail outlet and the chance to engage with its target audience in a new way, but more importantly demonstrates how media can close the loop, moving from a communication to a distribution channel – in many ways the new aspiration for retail brands.

Home represents an opportunity for brands to create memorable and rich content, and gives brands the first opportunity to recreate in the gaming world what they to do in the real world - facilitating interaction, giving people stories, memories, experiences, and a really good opportunity to interact with the brand. Home also provides the opportunity for gamers and brands to generate revenue.

Home is starting to show advertisers and marketers how in-game advertising can be used effectively, and is opening up the medium to more brands as it’s an easy environment for brands to take that first step into gaming.