We executed a brilliant three-pronged approach to reinvent the game store and drive digital transactions.

Signpost the Digital store

• We directed shoppers to the virtual store via digital ‘billboards’- high impact rich media takeovers and video pre-rolls on the hottest gaming sites.

Reinvent the shop assistant

• Traditionally, game shoppers trusted an assistant’s opinions and recommendations. We leveraged that trust through a blogger outreach programme, empowering PS Plus’s biggest advocates to act as our online shop assistants, including content and free trials for their followers.

Personalise the ‘in-store’ experience

• We tailored every shopper’s experience according to their web browsing behaviour via cutting edge, smart re-targeting. Based on PS3 content consumed and PS3 products viewed or purchased on ecommerce sites, we created 6 game genre-specific cookie pools (e.g. shooter or adventure).

• Using dynamic creative technology to retarget shoppers, we then served ads relevant to each cookie pool, dramatically increasing conversion.

We’ve tripled our shopper base in 8 months leading to revenue growth of over double-digit € million

(Aug 2012 to Mar 2013)

PS Plus is twice as well known now.

(16% predisposed to buying games online from PS Store vs 8% pre-campaign)

For every € spent, we got three back.

(ROI of 3:1, retargeting reducing CPC by 50%)

Reinventing the gaming retail experince to deliver outstanding digital revenue and ROI for PlayStation.