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Media & Marketing
Published: 7 Sep 2015

Sony Boosts Gaming’s Social Side

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Playstation 4's social integration

Japanese tech giant Sony has just started beta testing an update to the software that controls its PlayStation 4 gaming console, significantly diversifying ways for its customers to share their gaming experiences.

Having already been given access to streaming services Twitch and UStream, PlayStation 4 gamers can now also stream their gameplay directly to YouTube's new Gaming platform. They will also be able to "request to watch" a friend's session in private streams. Those looking to celebrate highlights only can alternatively share video clips of up to 10 seconds on Twitter.

A new events hub will keep players up to date on any events connected to the games they enjoy most, and Sony will also host communities with message boards and gameplay-sharing hubs around specific games and genres, facilitating new connections. Players can then sort old friends and new into favourite groups, helping them manage teams for different games and quickly connect to the people they play with most.

The beta testing phase will determine which of these features will remain for the official update, but Sony is clearly trying to open up its gaming content and communities to the wider world as much as possible.

This uptick in seamless sharing options should encourage brands to explore their marketing opportunities in the gaming sector. Fortune reports the global e-sports community currently consists of 134 million fans – a powerful audience for any brand to address. Consider Red Bull's bonus content for the game Destiny, or cable network Adult Swim promoting the second season of its show Rick and Morty with a modification pack for Defense of the Ancients 2.

For more recent developments in the gaming sector, see Gaming Trends and The Gaming Revolution.

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