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Sony admits advertising arrogance

Their so humble now

Sony Computer Entertainment America's senior vice president of marketing Peter Dille admits that the early PS3 marketing campaign put forth an aire of arrogance that held the console back from becoming a mainstream success.

Speaking to an audience of game marketers in San Francisco as reported by IGN, Dille explained that the company knew that its approach in the early days of PS3 was putting off consumers.

"What we found was that this whole positioning was a bit intimidating to people. Our research also showed that Sony could be perceived as arrogant."

Dille trumpeted the shift away from the bizarre launch marketing campaign to a new, funner campaign. "We kind of gotten back to our mojo with the sense of humor that people came to know and love with early PlayStation advertising."