Case | HBS Case Collection | August 2001 (Revised September 2002)

Sony PlayStation2 (A)

by Rohit Deshpande and Seth Schulman


In early 1999, the president of Sony Computer Entertainment, Inc., had to determine the appropriate U.S. launch strategy for the next-generation video game player, Sony PlayStation2. Despite the success of the original PlayStation1, new competitors and an uncertain consumer environment make the launch difficult. A rewritten version of an earlier case.

Keywords: Games, Gaming, and Gambling; Globalization; Marketing Strategy; Product Launch; Risk and Uncertainty; Competitive Strategy; Technology; Computer Industry; Entertainment and Recreation Industry; United States;


Deshpande, Rohit, and Seth Schulman. "Sony PlayStation2 (A)." Harvard Business School Case 502-016, August 2001. (Revised September 2002.)