Sony Network Entertainment Europe engaged Afterglow to strengthen the go to market performance of its online store on Google. Early conversations made the challenge clear: the store needed credibility, visibility, and a clearer path for buyers to act. Alongside structured campaigns supporting the catalogue, we identified opportunities to push AAA titles such as The Last of Us and Batman Arkham City through sharper targeting and conversion pathways. This was not just a traffic exercise. It was about installing a tighter go to market system across visibility, intent capture, and purchase momentum. Our goals were to increase awareness, strengthen online presence, and drive more visits into the store.

The go to market system was built to capture demand already forming around premium digital entertainment. We knew gaming audiences respond strongly to launches, trailers, and high intent moments, so media ads became the right top of funnel format for reach and demand capture. Search then sat alongside media to convert active intent, giving Sony a cleaner path from visibility to click. We A/B tested both formats to measure role, efficiency, and overall conversion impact clearly.