When Kendrick Lamar began his Super Bowl halftime show earlier this year, he picked a stage design likely familiar to most tuning in: a square, triangle, cross and circle.
The Grammy-winning rapper – in front of more than 133 million people – chose to perform on a massive, industrialised grid of flashing lights resembling a giant PlayStation controller.
“We made gaming cool. When we came out, we were a little edgy, we were different, but it was really about being disruptive,” says Eric Lempel, senior vice-president of business and product at Sony Interactive Entertainment. “We feel we are a premier entertainment brand, not just a gaming brand.”
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