Channel relaunch | Play Station

PlayStation Middle East started their YouTube channel in 2011 and experienced a slow increase of subscribers, but with an influx of new YouTube gaming channels, space became too cluttered even for the number 1 gaming console brand in the world.

The channel featured a wide array for game-related content, but a new approach was needed.

Creative Solution

Gamers want to know about anything and everything around the games they love, and they want it from someone they can relate to… someone just like them… a gamer! 

We had a two-phase strategy that helped not only put the brand among the top channels but also help us grow the subscribers significantly.

Phase 1: We began by rebranding the channel and restructuring the content we created, offering our viewers 4 content types that are easy to identify and chain-view. We made sure we populated the channel with more content that they wouldn’t find anywhere else. 

Phase 2: Gamers don’t relate to influencers. We started our second phase by challenging conventional wisdom and not picking an influencer to help in relaunching the channel. We reached out to our gaming community and created one ourselves turning the voice of the community into the face of the channel –  A young, relatable, never-seen-before local talent.