Synopsis:Sony Computer Entertainment Europe required a new portal for the PlayStation brand.Not only did the current online destinations feel tired and in need of significant refreshment, they were not integrated.More so, the arrival of PlayStation3 gave a great reason to take stock of the context and transform the online experience.ObjectivesTo create a world of entertainment activities that inspires spectators to become players and interact with PlayStation and each other.Target GroupConsumers whose visiting interest is explicitly entertainment focused: •Social gamers•Hardcore PlayStation gamers•Challenger•Family Audience (Children & Parents)