PlayStation VR

Amplify help PlayStation spread the PS VR word...

Challenge

As PlayStation Europe’s lead experiential agency, Amplify were delighted to be able to work on the launch of one of the most exciting technology developments of recent years – PlayStation VR – their Virtual Reality headset. 

Insight

We got to know the product in minute detail from the early prototype “Project Morpheus” development phases, meaning we were well positioned to become true PlayStation VR experts. Our time spent with the PlayStation team meant we understood all technical requirements, what an optimal demo environment would be, and the nitty-gritty hardware and software info. It was clear to us that sampling was going to be key; allowing consumers to understand and appreciate the incredible capabilities of the PS VR.

Strategy

Create a space where users can best experience the product, working with studios to ensure the best possible consumer journey for each title, while also within the optimal working environment for the tech.

Solution

PS VR Experience

Working closely with PlayStation, we defined both the optimum consumer journey and created the best demo environment for PlayStation VR. 150 members of their internal European staff were trained by us and we complimented this by creating a comprehensive toolkit for their markets. It contained guidance on every element of a VR experience, from structure, lighting and branding to set-up procedure, demo scripts and technical troubleshooting. In addition we also worked closely with the PlayStation Marketing and PR teams to define how consumers would book experiences, and best leverage the demo to gain important sentiment feedback from each consumer.

Our experience and expertise was then put into practice, sourcing the best venues and designing bespoke structures and spaces to best suit each VR experience. To date, we’ve activated PlayStation VR experiences in 6 different continents, from first sampling an early prototype at PlayStation’s brand zone at the UEFA Champion’s League Festival in 2015, to bringing VR to the masses at E3 in Los Angeles, Paris Games Week, Igromir in Moscow and other influencer events around the globe. 

Additionally, we carefully recruited and trained a team of 15+ PlayStation VR Ambassadors who, along with our internal expert team, supported PlayStation on the ground at over 50 international PlayStation VR events from Milan to Dubai, in order to ensure that PlayStation’s latest innovation in gaming was praised across the globe.


PS VR Mobile
PSVR Stats Mobile 2