The company will initially roll out internal communications designed to enhance its reputation as a creative and interactive brand.
The repositioning will affect both advertising and direct marketing. The brand is not expected to change its logo or the colour of the console; its activity will instead focus on its range of games.
PlayStation has released several titles aimed at the family market, including music games such as SingStar. It now wants to create an image that can compete more directly with other consoles that appeal to a broad audience.
Nintendo Wii, launched in 2006, was designed to be more accessible than rival machines. It aims to offer a simpler but more immersive experience, with a focus on family gaming.
However, Nintendo has also shown it wants to go after Xbox and PS3 users with games such as first-person shooter The Conduit and sci-fi horror title Dead Space Extraction.
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