Home's non-gaming plan 'too ambitious,' admits SCEE's Reeves

It seems even Sony knows when to admit it bit off a little more than it could initially masticate. In a short discussion with CVG, Reeves admitted they've "realized that maybe we were too ambitious with the non-gaming applications within Home, getting sponsors and stuff like that ... in that sense we were deserting gamers. So, we're concentrating on the gaming by launching games in Home, and attracting people who are into gaming in first — instead of the Nike people, or Adidas people who are into fashion and not necessarily into gaming."

This is interesting because we've always heard how one of the futures of advertising may be within video games. Now Reeves and Sony see that perhaps focusing on that isn't the right approach — you need to fill a store with people before you can sell anything, after all. Sony is now refocusing their strategy on things like Trophies and Home-to-game launching, so expect more of that when the open beta hits this year, another thing Reeves promises. The beta will come this autumn. For sure. We'll see.