It’s game on for direct.playstation.com’s affiliate channel launch on Partnerize.
The setup.
PlayStation, with its 30-year history under Sony, launched direct.playstation.com in 2019 to sell Hardware, Peripherals, and physical software to players. With limited affiliate marketing experience and resources, direct.playstation.com partnered with Partnerize to provide partner management software and access to award-winning account management. The initial six-month program succeeded, leading to expansion in additional European markets and a US launch in September 2024. Now, the affiliate channel accounts for circa 7% of direct.playstation.com’s UK traffic and shows strong growth opportunities.
The treatment.
Partnerize worked closely with direct.PlayStation.com pre-launch to meet channel objectives through key strategies:
Commission strategy:
A new customer-only model ensured incrementality, with a category-based structure protecting margins across consoles, games, and accessories.
Partner recruitment strategy:
Focused on high-credibility technology sites for brand messaging, and closed loyalty/cashback sites for promotional opportunities.
Pre-launch preparation:
Of the 30 identified, 12 key partners were selected for a Black Friday launch. Despite code freezes, 75% of partners were revenue-active.
Optimization & expansion:
New partners, including a network for closed user group (CUG) offers, were recruited, and SEO-ranked content partners like Hookshot Media enhanced visibility.
Partnerize's expertise enabled an effective build and launch of our affiliate program. These efforts achieved brand and performance goals, establishing direct.playstation.com as a leading destination for PlayStation products, driving new customer acquisition and revenue from a diverse partner base, and launching in 15 markets.
Christopher Chick
Senior Director, D2C Commercial Management, Sony Interactive Europe
The results.
The program launched in November 2023, generating 435k new customer visits and significant 6-figure revenue from newly on-boarded content partners. Expanding to cashback, loyalty, and promotional partners in Q1 2024 saw a further +97% QoQ revenue uplift.
Upcoming program optimizations include targeting Student Closed User Groups and developing a product feed to improve content delivery and partner diversity. These efforts underscore Partnerize’s commitment to driving growth and expanding direct.playstation.com’s affiliate program.
Significant 6-figure revenue and 435k new customer visits from 16 content partners in Q4.
Active in 15 EU markets, with the US launched in September 2024.
Affiliates drive circa 7% of PlayStation Direct’s UK marketing traffic.
direct.playstation.com is now the top-listed retailer for PlayStation products on stock checkers and tech content sites.
500k traffic from Q4 launch via content partners
+97% revenue uplift in Q1 2024 with expanded partner set
180% increase in diversified partners from Q4 2023 - Q1 2024
Interested?
See how the Partnerize Partner Management Platform can help you scale your partnership programs, diversify revenue streams, and ensure outstanding brand protection.
