Brand Tone

Immersive, youthful, confident, ambitious, bold, provocative, and at times irreverent. Aims to invite players into parallel realities, offering escape, adventure, and thrilling experiences. Moving towards a more inclusive 'Play has no limits' message.

Brand Values

• •Innovation
• •Quality
• •Passion & Excitement
• •Inclusivity & Community
• •Environmental Responsibility
• •Curiosity & Exploration

Best Practices

• •Prioritize the "Play Experience": Always center the narrative on the immersive, exciting, and transformative experience of gaming, rather than just technical specifications. Use evocative language that appeals to emotions and senses.
• •Embrace Confidence and Ambition: Use strong, declarative statements that convey leadership and innovation. Leverage taglines like "Play has no limits" to reinforce the brand's forward-thinking and boundary-pushing ethos.
• •Maintain a Youthful and Engaging Voice: While mature, avoid overly formal or academic language. Incorporate elements of excitement and adventure, ensuring the copy resonates with a diverse, passionate gaming audience.
• •Focus on Community and Connection: Highlight how PlayStation brings people together, whether through multiplayer, shared experiences, or inclusive initiatives. Copy should subtly emphasize that gaming is a social activity and a shared passion.
• •Be Authentically Aspirational: Inspire gamers to achieve "greatness" or to explore new possibilities within the gaming universe. Connect the product to personal achievement and escapism, making the brand feel aspirational and relevant to their desires.

Social Perception

Primarily perceived as a leader in innovative, high-quality gaming experiences with powerful hardware and exclusive titles. However, significant negative perception exists regarding poor customer service. Recent inclusivity efforts also elicit mixed reactions, with some finding them authentic and others perceiving them as politicized.

Copy Examples

• •Escape the ordinary. Immerse yourself in a universe where every choice shapes your destiny. The next chapter of adventure begins exclusively on PlayStation. Pre-order now and unlock untold power.
• •Feel every victory, hear every whisper. With haptic feedback and 3D audio, PlayStation doesn't just show you the game – it transports you into it. Experience play with no limits.
• •Join millions. Discover your next favorite game. PlayStation Plus connects you to a world of endless play, exclusive titles, and friends ready for adventure. What are you waiting for?
• •Level up for less! Our biggest sale is here. Grab blockbuster titles and essential accessories at prices that break the game. Don't just play; play smart. Only on PlayStation.
• •Beyond the pixels, beyond the screen, we believe in a play that's for everyone. PlayStation is building worlds where imagination has no boundaries, and every player belongs. Your journey starts here.