Bored again, SO RANDOM MUSINGS TIME!

I was poking around the Infamous First Light photos thread, with the typical 'Oooooo... so... shiny... @_@ I wants...' thoughts flitting through my head, when I started to think about Sony's approach to user-driven content sharing.

First, obviously, was the dedicated Share button, as although the Xbox One has its own recording and streaming capabilities, it's less prominently accessible than the PS4's, (especially if you don't have a Kinect.) Sony even invested resources in developing that Studio program that lets you use the Playstation Camera to add special effects and whatnot to livestreams, despite the fact that the camera wasn't as heavily pushed as the Kinect back during the early Xbox One months.

Second is Photo Mode, a feature found in a few games now that have been able to deliver some screenshots that are not only absolutely stunning, but are also given extra weight because they are user-created, meaning that this isn't a case of 'The developer released these AWESOME shots, but good luck ever getting something as cool as that recorded. >.> ' Now, in the games for which it is features, you CAN get some absolutely incredible shots, even exceeding anything the developer put out to the public.

Finally, SharePlay, where your friends can actually try out a game you're in the process of playing, picking up from any point you choose, without purchasing it. Great for consumers, but ALSO great for publishers, as it acts like a 'guided tour,' as you'll be playing this segment of the game while your more experienced friend makes suggestions, points out cool things, and helps build appreciation and excitement.

These three features suggest that they might be looking at shifting their marketing approach a little. Rather than relying simply on the usual TV, Banner Ads, and Corporate-Made Screenshots approach of the past, they might be developing a greater appreciation for the power of consumer-driven marketing. A few studies have suggested that in many cases, the marketing pull exerted by enthusiastic consumers over their friends and acquaintances can be far more influential, and far more effective, than costly 'buckshot' advertisment flung left and right by corporations. In fact, WITHOUT user-driven enthusiasm and hype (which is NOT a bad word, guys,) even the most determined and 'flashy' corporate-made advertising campaigns can have limited effect.

Or, to put it another way, you're more likely to listen to your good friend when he says 'This Thing Is Awesome, You Must Try,' than you are to listen to a commercial by the company making it that says 'Our Thing Is Awesome, You Must Try.' If the commercial says 'Our Thing Is Awesome, You Must Try,' but your good friend says 'Ehhhh, They're... Okay... Not That Great, Really,' you're a lot less likely to try it out yourself

By incentivizing the very process of creating marketing material- screenshots, gameplay videos, etc,- via making it entertaining, and in some ways challenging (like trying to get That One Awesome Screenshot in Infamous: Second Son, tweaking angles and zoom until it's juuust perfect,) more and more people end up doing it, creating stunning vistas and electrifying action shots. They post these images saying 'Lookit this awesome screenshot I made!' but behind it, there's an undercurrent, a message saying 'Lookit how awesome this game looks!' And that, my friends, helps build interest and enthusiasm in the product, because we're a little less cynical when it comes to marketing exerted, however inadvetently, by fellow consumers than we are towards marketing exerted by the companies that own the product.

If Sony continues to provide and expand tools that let users share awesome aspects about the games they love, I think the potential for marketing- building individual game hype post-launch, and overall interest in the PS4 platform- is immense.

So, what do you guys think? Are we looking at a new way of building interest and consumer-created marketing material? Could this be a very powerful tool to help the Playstation brand maintain, and expand, its mindshare presence, all at relatively little cost or effort to game publishers or the platform holder? Is Microsoft likely to take a crack at it themselves, maybe with their own 'photo mode' for select titles?

(To be clear, this is NOT intended as a criticism in any way, i.e. 'Ohhhh, Sony's using gamers blah blah' and I don't agree with anyone who might try to claim that this consumer-driven marketing approach is negative. Bottom line, if gamers WANT to share their hour-long sessions with friends, make awesome screenshots, stream their gameplay, etc, then this strategy is good for both Sony AND consumers, which is the best kind of beneficial.)