Sony is launching a major ad campaign to inform us the PlayStation 3 is much more than just a videogames console, it's actually a "total entertainment solution" for all.
They're keen to affirm they "would never walk away" from being a games company, but they couldn't resist the "larger proposition" under their corporate nose. PS3 can "really own" it.
"We have been a game company for years and we would never walk away from that, but research confirmed there is a larger proposition under our nose," said SCEA's Peter Dille.
"We wanted to reposition as a total entertainment solution. We felt like we can really own entertainment," he added, reports the LA Times.
One such advert has described the console as "the greatest gaming, Blu-ray playing, movie downloading system around", but Sony will keep up on the pressure on avid gamers too. They just want to target "moms and families" alongside the usual audience.
This all comes ahead of the PS3 Slim launch, which Sony hope will surge sales of the platform.