Popular social sites such as MySpace, Digg, FaceBook and Flickr have been some of the biggest winners in the age of Web 2.0. Now, Sony are set to get in on the action with their forthcoming online network universe, "Home", which will be available as a free download for the PlayStation 3 in autumn 2007.Described as a real time, networked 3D community, Home will build on the success of other virtual worlds and social networking sites, and incorporates elements of Second Life, YouTube and MySpace, which promote user generated content and allow web surfers to interact with each other online.
Gamers will be able to create a personal avatar, choosing from a wide range of body types, skin tones, ages, clothes and accessories. They will also be able to buy products from virtual shops and play online games. Users will be given a virtual living space in the form of a stylish modern apartment that can be customised with the users' own content. For example, you could hang your own personal photographs on your walls, have your MP3 collection playing on your apartment stereo or create a personal cinema for watching your movie downloads.
Communication between users will be facilitated through text, audio and video chat, and avatars will express their emotions through animations. Certain features of Home are expected to be available via the PlayStation Portable and on mobile phones; users will also be able to visit special paid-for events. It will even be possible to explore the Home world and meet other gamers in public spaces, but this will be controlled by Sony to ensure that the content remains suitable for minors.
Sony is expected to develop lucrative advertising deals with partners and businesses that will be able to incorporate commercials into the Home universe - for example, high definition movie trailers. Although it is expected that gaming companies will take up a large proportion of the available ad space, Sony hopes that businesses outside of the gaming world will also be attracted to the high exposure environment that Home hopes to provide.
Sony's move into the world of social networking marks the trend in user generated content and online communities. Phil Harrison, Sony's president of Worldwide Studios says that the company's vision of Home is to "create a rich layer that sits on top of the network platform... a rich three dimensional world where you can build community, you can customise and communicate - empowering audience with user content."
Compared to rival gaming systems Nintendo Wii and Microsoft Xbox, Sony's PS3 online functionality has been limited up to now. However PlayStation Home is expected to help the electronics giant's new PS3 gain a competitive edge in the software market, as well as increase Sony's online presence considerably.
