Nintendo Wii, Xbox, and Sony’s Playstation 3 are the top three video game consoles in the U.S. market. In order to become more competitive, and gain a larger share within the video game console market, Sony must make some changes within their marketing mix. In an industry with a value of over $450M and $670M, the U.S. video game console and video game software markets, respectively, are rapidly growing and highly profitable markets. The largest segment of the market (over 56%) for video game consoles are men ages 18-34. These young men are purchasing action/adventure games (39% of the video game market) and sports games (36% of the video game market). In order for Sony to capture a larger share of the video console market through their Playstation 3, Sony should adjust their marketing strategy to market towards men 18-34 and use the sports video game market to assist their marketing for the console. Current marketing techniques are designed to increase anticipation, video clips/trailers for the video games, and the utilization of humor and dramatization. Sony can use current techniques to their advantage by focusing their efforts towards men aged 18-34. Differentiating the Playstation 3 against Wii and Xbox, Sony can gain more appeal for the targeted demographic. One of the biggest interests and of young men aged 18-34 is women. Using women and perceived sexuality, Playstation 3 can create differentiation within the market to generate a greater appeal within the targeted market. Adopting a strategy akin to the current “Miller Lite” strategy could be beneficial for Sony. Through the use of attractive women to endorse and approve of men who use the Playstation 3 game console as compared to men who use Xbox or Wii. This would generate a branding image and intangibles to further differentiate Playstation 3 from the other two video game consoles, as well as