Creating a PlayStation Livestream Studio

Live-streaming commerce is reshaping today’s sales landscape. Some online celebrities have made headlines with enormous tax bills; Luo Yonghao turned livestreaming into a way to “make friends” while paying back six hundred million yuan; and Yu Minhong used “East Buy” to steer New Oriental through a major transformation.

Against this backdrop of live-streaming momentum, we are sharing one of U-SEE’s gaming livestream projects: PlayStation’s branded studio, No Sony No Game.

In 2018, we saw how livestreaming could amplify the gaming experience and proposed a marketing plan for a No Sony No Game studio. The format would make the joy of PS4 tangible, let players interact with the brand in real time, and give the right audience a reason to return every week. Most importantly, it would reach a precise audience at a lower cost and deliver stronger communication results.

What is the brand proposition that PlayStation wants to convey?

PS4 is every player’s playmate.

Whether you are playing alone,

with friends,

or with the whole family,

PS4 is ready to play with you.

Whether you enjoy solving puzzles and clearing levels,

action-packed adventures,

or high-energy sports,

PS4 is the playmate that always brings more fun than you expect.

That is the spirit of No Sony No Game.

What kind of live broadcast room will this be?

With No Sony No Game as the guiding idea,

we kept the studio bright and paired it with PlayStation’s signature tech blue

to make the brand instantly recognisable.

The compact layout creates an inviting sense of togetherness.

We recreated a living-room setting

with comfortable sofas, tables and chairs,

so the stories told in the studio

feel close to everyday life

and viewers can imagine having this playmate at home.

What does our TA want to see?

For old players,

the studio becomes a bridge

that brings the brand and its community closer,

deepens loyalty,

and gives players something meaningful in return.

We created hands-on game segments

and gifts for longtime fans.

For potential new players,

PS4’s “It’s not difficult to get started and it’s fun to get started”,

This is the content setting that we need to focus on.

With these audiences in mind,

we designed a programme that combines

beginner-friendly guidance with practical game tips.

On set, players could take on solo challenges

or enjoy multiplayer sessions together.

This let PS4’s playmate personality come through.

To support conversion,

we integrated PS4 coupons into the programme

to connect awareness with purchase.

Beyond the regular studio schedule, our livestreaming team also took the show on the road—from Tokyo Game Show to ChinaJoy, bilibili World and CICF. Meeting players on site created surprises and brought them closer to the brand.

We also partnered with Douyu to launch the Platinum Anchor Challenge. It drew more than 100 million views and brought over 50 leading and mid-tier streamers into the competition—content that put the brand directly in front of players and strengthened their affinity for it.

For brands, livestreaming expands influence, makes consumption scenarios feel real, and shortens the distance to consumers.