Marketing 50

PlayStation 2

By Published on .

Andrew House is one of the few marketing directors who have successfully kept the Microsoft dragon at bay.

Sony Computer Entertainment of America's PlayStation 2 is in one of every three American homes; out of the video console market alone, it owns more than half of the market while Microsoft Corp.'s Xbox is in the 20% range, according to analyst NPDFunworld.

"Andy House has built up the PlayStation brand into the most dominant videogame system ever," says David Cole, president of DFC Intelligence, San Diego, a marketing research company specializing in interactive entertainment.

In addition to duties that include managing developer and licensee relationships and content alliances, Mr. House handles all aspects of PS2 marketing and brand management in North America. Last year, he cemented the brand's identity with a campaign from Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., tagged "Live in your world. Play in ours."

But as with any good videogame, Mr. House, 38, still has more battles to fight in his role as VP-marketing at the Sony division.

Microsoft Corp. plans to make Xbox the centerpiece of its attempt to be the convergence entertainment device in America's living rooms, exactly the place Sony wants for itself.

Mr. House is confident his game plan will continue to work by sticking with his strategy of not losing the ability to put himself in the shoes of the average consumer, and evaluating things by the simple question, "Is it fun?"

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