PlayStation doubles bet, reinforces Brazil’s potential in video games

With almost US$25 billion in revenues, around 29% of its income, Sony has in games, currently one of its most strategic markets.

Within this context, the PlayStation brand has become an icon. The PS5, for example, one of the most successful recent launches in the history of games, has already surpassed the mark of 20 million units sold.

In this context, Brazil, currently one of the biggest game markets in the world, with predicted revenues of R$12 billion (US$2.3 billion) a year in this sector, is a relevant market for the company.

Last week, this focus was evident during the Brazil Game Show (BGS) in São Paulo.

PlayStation was present with the largest booth in its history at the event and more than 1,000 m² and 88 game stations, including two console generations, the PS4 and PS5.

“In addition to event participation, there are other important initiatives. All our exclusive games are released in Brazil in Portuguese, with dubbing and subtitles, simultaneously with the United States, Europe, and Japan. The same happens with most of PlayStation’s accessories and licensed products.

“We can also highlight the creation of exclusive content produced especially for local fans and profiles on social networks, with more than 2.3 million followers on Instagram, 527,000 on Twitter, and 351,000 on YouTube,” says Miguel Cunha, Playstation’s General Manager of Latin America, who talked to Forbes Brasil during the event.

INTERVIEW

Can you comment on the current moment of the Brazilian market concerning the potential of games and the growth perspectives?

The games segment has long surpassed music and movies within the entertainment industry, and today it is the main one in terms of revenue in this area.

What we have noticed in the last decade is that, in general, games have stopped being a niche market and have started to attract audiences of different profiles, age groups, and consumption habits.

Consequently, brands from various non-endemic segments started to pay attention to this consumer and seek effective ways to dialogue with him. At BGS itself, it was possible to notice this.

There are large manufacturers of consoles, gamers’ accessories, and e-sports brands, but also relevant names from other segments attracted by a growing and increasingly passionate audience.

The market is becoming increasingly a lifestyle and an economically robust ecosystem.

What have been the PlayStation marketing and business actions for the region, and what do they consist of?

One of our main focuses regarding marketing actions is the frequent dialog with the community and a constant effort to get closer to the Brazilian gamer.

An example of this is our participation in the Brasil Game Show. After two years without the event in person, this contact with the fans was essential for the brand.

Besides participation in events, there are other important initiatives. All our exclusive games are released in Brazil in Portuguese, with dubbing and subtitles, simultaneously with the United States, Europe, and Japan.

The same happens with most of PlayStation’s accessories and licensed products.

We can also highlight the creation of exclusive content, especially for local fans and profiles on social networks, with more than 2.3 million followers on Instagram, 527,000 on Twitter, and 351,000 on YouTube.

Research has been showing the gamer public is more and more diversified in platforms and profiles; what does this bring as opportunities and challenges?

PlayStation is a brand much loved by Brazilians with different profiles.

Knowing this, we created a team of influencers representing this diversity, with celebrities and content creators of great variety, ranging from presenter Ana Maria Braga to influencer Nyvi Estephan and from Marcos Mion to actor Jonathan Azevedo.

We seek the same variety when thinking about our games. Services like the new PlayStation Plus bring hundreds of games, frequent promotions, and plans that adapt to different audiences.

Finally, while this public has been growing, it also demands more and more from the industry. Can you say your medium and long-term agenda to keep up with this consumer?

The Brazilian market continues to be very important for PlayStation year after year. We will undoubtedly increase the benefits and actions aimed at Brazilian consumers.

And, of course, maintain the dialogue channel, always listening to what the consumers want and expect from us. The goal is always to achieve the highest standard of quality.

With information from Forbes