Birmingham-based retail design agency Green Room has developed in-store furniture for Sony’s PlayStation Move to be used in shops worldwide.
The firm is now helping to trial the furniture in stores and at events across the world.
PlayStation Move is a wireless controller that replicates a player’s physical actions on screen.
Green Room has been instrumental in helping retailers and gamers experience the new controller in stores and concessions across Europe, Middle East and Africa and at global events including E3 Expo in Los Angeles and the Interactive Digital Entertainment Festival in Cannes. The Birmingham-based agency was awarded the contract to design, engineer and roll out a series of sampling furniture and demonstration units following a competitive tender process during the spring of 2010.
The agency said the brief was a challenging one as the solution had to not only integrate with the portfolio of existing PlayStation point-of-sale furniture, but also encourage customers to try it physically while accommodating various anti-theft and health and safety requirements.
Richard Ash, Green Room’s chief executive, said: “ PlayStation Move is brilliant entertainment and it was essential we did not restrict the immersive game play experience in any retail or event execution.
“Our creative and technical design team embraced the challenge presented to them and their ingenuity has effectively reconfigured the way in which wireless games controllers are presented in the retail environment.
“The project has evolved and become a text book case study for how to successfully roll out a new product into multiple, diverse retail environments across numerous geographical territories.
“We’re delighted with the outcome.”
Green Room said the sampling furniture was unique thanks to its tethering system – the tie which stops people walking off with the device.
It was designed by the Green Room team, and differs from that used with other wireless gaming devices.
Mr Ash said: “Wireless gaming is an interactive and physical experience, yet the sampling furniture used to facilitate trial in-store and at public events was essentially still the same as those developed for fixed-wire controllers back in the day.
“The front-fixing tethering used previously essentially made the wireless controller wired again, placing many physical and emotive restrictions on the user and failing to give an authentic experience.
“Tethering is a inevitable necessity in most retail or event situations, but for a platform as immersive as PlayStation Move, these primitive restrictions were clearly unacceptable.
“So our team set to and reinvented the format, engineering a solution that places the tether to the rear of the gamer, permitting complete freedom of movement and natural play.
“It may sound an obvious and simple solution, but in the retail environment, there are a wide variety of practical and logistical obstacles to overcome for it to be a success – and we have steered through this maze of compromises to make it possible.”