Community is one of those hard-to-define buzzwords. It’s always been a popular concept in marketing, advertisements, and is a key word in the age of social media-dominated internet. PlayStation CEO Jim Ryan offered some insight in a on how the gaming company sees its community–or, in other words, its userbase.
Ryan’s vision of the PlayStation community includes “stickiness and tribal nature” as key characteristics. Ryan defines stickiness as “once you’re stuck it’s hard to unstick,” and is a quality that “probably gives [PlayStation] an opportunity to retain those people, where in the past maybe they’ve gone.”
He continues, “We have the data to support this–the networked nature of entertainment these days allows for communities to be massively more sticky, and kind-of homogeneous.” Ryan hopes to expand this “tribal, networked, and sticky” community by drawing in new demographics. He cites the company’s work on female protagonists and geographic expansions for beefing up PlayStation’s userbase. Ryan states, “I think there is further progress to be made in [the Middle East and Germany]. But equally, I think Asia–outside of Japan–has huge potential for us. And Latin America has huge potential for us.”