Case Study

That �rst stream made a believer out of Brynteson, both in terms of the technology in general and,

from a wider perspective — as a revolutionary new method for Sony to interact with consumers, “I

think using Ustream as a streaming application is completely worth it, I think that people need

to start looking into that more and kind of putting it on their radar as kind of the next wave of

how to distribute content, how to get the message out there.”

In today’s crowded live video vertical, there are choices — so why select the Ustream platform? In

this case, the answer was (and continues to be) two-fold: audience and scalability.

“The distribution platform is unparalleled in terms of the amount of people [Ustream] can

reach.” And when an onslaught of dedicated gamers log on simultaneously for the big PS4 reveal,

generating what eventually became one of the top concurrent viewed streams of all time – Sony

simply couldn’t take any chances with reliability. That’s where the proven dependability of Ustream

came into play, “It’s a testament to the stability of [Ustream] . . . it speaks to everything on the

Ustream side, that we were able to hold that up. I think the competitors would have broken

down at that point.”

“For us, when we announced PlayStation 4, we were trying to start the conversation on the

next generation of game platforms . . . from that standpoint, it was a phenomenal success.”

Those seeking an early peek at Sony’s big PS4 reveal also learned that Ustream’s integration within

PS4 consoles will allow gamers to instantly stream and share their gaming experiences with the

world at the touch of a button.

“The addition of the share button and the way we’re going to be able to stream live game

content is going to change the industry in a way you can’t believe.

I think it’s the way of the future.”

After coming up with the idea for production

and content for Sony’s initial foray into live

video, the more pressing question immediately

became, “‘How are [we] going to distribute

that content and get it out to the world?’

Ustream happened to come up and we

looked into it and we thought, ‘this is going

to be a great fit for us’ and went with it from

there.” Continues Brynteson, “We thought

we’d get a few people watching us, we

ended up with millions.”

Shouldn’t your brand be breaking records? Get Ustreaming.

How did what began as a streaming video experiment during the 2011 E3 Conference

snowball into a record-breaking eight million viewers tuning in for a 2013 product

announcement? Learn how Sony Computer Entertainment of America uses Ustream

to amplify company messaging — and how they plan to continue to revolutionize the

gaming industry using streaming technology — a platform Michael Brynteson,

SCEA Executive Producer believes is, “is about to take over.”