Sony is to focus on the PlayStation 3's Blu-ray playing and movie downloading capabilities as much as its game playing ones in a new ad campaign being rolled out ahead of the launch of its new slim console.
The company wants to "reposition" the hardware, SCEA senior vice president of marketing Peter Dille told the LA Times, in an attempt to attract new buyers from the family market as it positions the console as an all-in-one entertainment device.
"We have been a game company for years and we would never walk away from that, but research confirmed there is a larger proposition under our nose," said Dille. "We wanted to reposition as a total entertainment solution. We felt like we can really own entertainment."
Dille added that while Sony will still target the PlayStation 3 at avid gamers too, with releases such as Uncharted 2, the new ad campaign will be aimed at "moms and families" as well.
It's being launched now, he said, because more Americans are now interested in these capabilities.
One advert in the campaign describes the console as "the greatest gaming, Blu-ray playing, move downloading system around", while another features a teenager complaining his grandmother is using the console to watch films, preventing him from playing games.