It is hard to sell PlayStation consoles to male customers in their mid-30s. They are professionals. They have no time to play. But through research we learned most of them enjoy watching DVDs.

In 2003 PlayStation agreed with larger retailers to disrupt part of the retail strategy and moved the PS2 packages from the gaming section into the DVD player shelf. It worked. The guys were able to buy a politically correct DVD player, which works as a gaming console as well: the PlayStation®2.

If you have any comments please email Ulrich Proeschel.