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[HeisenbergFX4]

This week, we’re welcoming a variety of cultural influencers to the PlayStation family through a newly launched program, PlayStation Playmakers. We sat down with Eric Lempel, Senior Vice President and Head of Global Marketing at Sony Interactive Entertainment, to chat about the program and what fans can expect.

SIE Blog: Thanks for joining us today, Eric! So, can you tell us about PlayStation Playmakers and who they are?

Eric: They are a group of passionate PlayStation fans who also happen to be some of the most exciting creators, athletes, actors, artists, gamers and entertainers in pop culture today. We’re excited to partner with these Playmakers on an ongoing basis to celebrate their passion for gaming and PlayStation, provide early looks and behind-the-scenes access, and offer unique experiences for fans. The Playmakers are a dynamic talent network that will continue to evolve and grow; they’re part of our journey to inspire gaming fans and prove the power of play.

SIE Blog: Who’s part of the PlayStation Playmakers?

Eric: We’re thrilled to welcome cultural tastemakers from around the globe, like NBA icon LeBron James, country music star Jimmie Allen, actor and comedian King Bach, professional BMX athlete Nigel Sylvester, WNBA All-Rookie NaLyssa Smith, NFL stars Ja’Marr Chase and CeeDee Lamb, French football freestyler Lisa Zimouche, Belgian football star Romelu Lukaku, Brazilian content creator Julio Cocielo, and a variety of other stars from the worlds of gaming, sports, esports, and entertainment. Stay tuned to their social channels for some fun surprises this week.

SIE Blog: How did you approach bringing together these partnerships?

Eric: We’re privileged to have worked with some amazing creative talent over the years. Our approach has always focused on partnerships with genuine PlayStation fans who love to share their passion with their friends, community and fellow gamers. We also wanted to assemble a group of talent who resonate globally and on a regional level, while representing the diversity of our PlayStation community.

SIE Blog: Why are you launching this program now?

Eric: 2023 is going to be a really exciting year for PlayStation fans. We’re seeing a wonderful response from gamers to the DualSense Edge wireless controller and PlayStation VR2. Games like Horizon Call of the Mountain and Hogwarts Legacy, as well as upcoming releases like Destiny 2: Lightfall and MLB The Show 23, are just the beginning of the amazing lineup coming to PlayStation this year.

Many gamers are finally able to get their hands on a PS5 console. Millions of viewers are tuning into The Last of Us on HBO and HBO Max every week, while new players are experiencing Joel and Ellie’s story in The Last of Us Part I, our PS5 remake of the fan-favorite game, which is also releasing next month on PC. So, it just felt right to launch this program early this year as we pave the way for some fun collaborations to come.


SIE Blog: What was the origin of the LeBron James partnership?

Eric: LeBron is an avid gamer and is passionate about his family and his community. When we shared the creative for our “All Parents Can Relate” campaign, it was a natural fit because he and Bronny are such big God of War fans. He’s been an absolutely fantastic collaborator, and we couldn’t be more thrilled to welcome him into PlayStation Playmakers.

SIE Blog: What’s next for PlayStation Playmakers?

Eric: Stay tuned for exciting collaborations with our PlayStation Playmakers that will showcase their creativity and passion for gaming, and directly engage our global fan community!

SIE Blog: Thanks for your time, Eric. We’re looking forward to seeing what your team does next.

 

[Captain Toad]

Great. Now LeBron can use PlayStation to push his annoying agendas.

 

[Jinzo Prime]

So its just celebrities selling PS5 while preaching to us about diversity and the environment? How fun.

 

[kyliethicc]

knack 3 tho

 

[Lasha]

Lap it up I guess.

 

[Banjo64]

Lukaku is shite.

 

[Markio128]

This sounds like something that I’ll be happy to ignore/pretend does not exist.

 

[AJUMP23]

Celebrities play games too, and you love celebrities right!

 

[squarealex]

That's mean Bloodborne 60fps Patch ?

 

[TheGodfather07]

This seems much more Microsoft like than sony. It's usually microsoft who use celebrities for marketing.

 

[Heisenberg007]

This sounds like a great way to engage in influencer marketing for PlayStation. I'm just not sure how exactly they will be able to execute it.

Looking forward to seeing this in action.

 

[HeisenbergFX4]

Celebrities play games too, and you love celebrities right!

Especially athletes

I still game with guys today that I remember playing with on the 3DO as we had tourneys of Way of the Warrior going in the clubhouse in the mid 1990s

 

[skyfall]

PR translation: We've paid a bunch of your favorite celebrities to shill our products to you

 

[Midn1ght]

Lukaku is shite.

As a Belgian my first reaction to your post was:

Then I thought about the last world cup.

 

[Unknown?]

Ughhhh celebrities are okay but LeBron? Not a good choice.

 

[Punished Miku]

Makes the Xbox Oreos look good. At least that shit's delicious.

 

[Topher]

Eric: We’re thrilled to welcome cultural tastemakers from around the globe, like NBA icon LeBron James, country music star Jimmie Allen, actor and comedian King Bach, professional BMX athlete Nigel Sylvester, WNBA All-Rookie NaLyssa Smith, NFL stars Ja’Marr Chase and CeeDee Lamb, French football freestyler Lisa Zimouche, Belgian football star Romelu Lukaku, Brazilian content creator Julio Cocielo, and a variety of other stars from the worlds of gaming, sports, esports, and entertainment. Stay tuned to their social channels for some fun surprises this week.

Everyone after Lebron I'm asking....

 

[Banjo64]

As a Belgian my first reaction to your post was:

Then I thought about the last world cup.

It’s ok, you have ginger Prince (who is also shit at national level).

 

[RCU005]

This is the most out-of-touch thing a gaming company can do. What have been the most cringe-worthy moments on every E3/TGA show? Moments where celebrities were involved.

 

[Midn1ght]

It’s ok, you have ginger Prince (who is also shit at national level).

Motivated Premier League De Bruyne Vs. Don't give a shit Belgian team De Bruyne.

Tell me about it...

And now with Hazard out of the team, we're done for. We had a good run in 2018.

 

[StreetsofBeige]

So instead of the usual marketing where corporations hire celebs to promote their products, Sony is "promoting the promotion" making it sound like they are doing you a favour telling you Lebron and other athletes and singers will be promoting Playstation (just in case you miss Lebron the first time).

 

[Unknown?]

This is the most out-of-touch thing a gaming company can do. What have been the most cringe-worthy moments on every E3/TGA show? Moments where celebrities were involved.

Is it though? Like it or not but the world lives on influencers.

 

[Fake]

 

[Saber]

This looks stupid imo.

 

[Twinblade]

Sony, this is useless, give us what we want already! Games.

 

[mitch1971]

 

[MarkMe2525]

Is it though? Like it or not but the world lives on influencers.

I mean, some demographics do.

 

[Topher]

It's just marketing bullshit.

 

[DeepEnigma]

It's just marketing bullshit.

 

[El Pistolero]

Definitely not the target of this, but boy is Sony marketing agressive! Decades after decades of competing with music, movies, TV and electronics giants, have forced them to seriously sharpen their tools.

 

[Unknown?]

I mean, some demographics do.

If you watch TV, listen to radio, use YouTube, or any social media you're being influenced by something. Influencers are for every demographic, just it seems like these are targeting a more targeted demographic.

 

[Fbh]

 

[TGO]

I didn't see Snoop Dogg's name..

 

[Cert.in.Death]

 

[GymWolf]

When you want even more gimmicks but you don't have enough space left on the dualsense...

 

[Teletraan1]

NBA players put a rapist child abductors name on the back of their jerseys. I think they can keep their opinions on anything going forward.

 

[StueyDuck]

It's so dumb and such a waste of money. Who gives a fuck what le Bron does with gaming

 

[phaedrus]

I didn't see Snoop Dogg's name..

 

[TGO]

 

[akaFullmetal]

Sounds like a form of advertisment like any other sports/car company/ event.
Shrug, okay.

 

[MarkMe2525]

If you watch TV, listen to radio, use YouTube, or any social media you're being influenced by something. Influencers are for every demographic, just it seems like these are targeting a more targeted demographic.

While your first sentence is describing marketing/advertising in general terms, not so much what an influencer is, I think we are saying the same thing here. Partnering with influencers can be a very effective marketing strategy with specific demographics.

 

[ssringo]

 

[MikeM]

Everyone after Lebron I'm asking....

That is how we know we are getting old.

 

[Ar¢tos]

Butwhy.gif

Sony : "Hey guys! We heard you wanted games, so we got you some " celebrities".
Enjoy!"

 

[Sleepwalker]

 

[SmokedMeat]

So “Playmakers” is just Sony paying celebrities to push the plebs to buy more consoles

Look how diverse we are! We’ve got all kinds of celebrities and athletes hocking our system.

 

[hemo memo]

Wasn’t the winner of The Tester fired? Not “passionate” enough I guess.

 

[EN250]

TL,DR: It's a waste of money on celebrities clout for marketing purposes, not worth it since it'll never not look like
advertising instead of a genuine initiative it tries to imply

 

[MetalFreak]

Stopped reading at "LeBron"... pass.

 

[Putonahappyface]