In the age of Hyves Sony was looking for ways to integrate their Playstation machines in other ways than just as isolated device. You could also make photos with it and network with it. To connect the mainly youthful players together and to get a more interactive relationship with them, we created a new strategy. Together with Hyves HQ we made tool that would sync automatically with your Hyves account and your personal Playstation. This way you could share your photos and more using your friends pre-existing network on Hyves and generate automatic posts and updates.
It was a great way to think beyond your product and see through the eyes of your users. Technically it was not easy. A lot of negotiating and tactical thinking was needed to make sure we stayed for instance within privacy regulations. For that time it was a very advanced approach to new ways of networking.


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