Sony's very own Peter Dille, Sony Computer Entertainment of America Senior Vice President of Marketing, says in a GameDaily BIZ interview that marketing the PlayStation 3 has been an "ongoing education effort."

He clarifies that this involves getting the word out, and getting people informed about what they plan for the console. He notes that at the moment they've got 17 exclusive first-party software titles, and says that the list includes Motorstorm, Lair, Warhawk, Uncharted, and LittleBigPlanet. He also notes that LittleBigPlanet along with their planned PlayStation Home, took GDC by storm.

He goes on to note Sony marketing's many perceived successes which includes the Play B3yond campaign, and the God of War II TV campaign. Dille does however note that while it would be very tempting to take credit for God of War II, they mostly say that most credit should go to Worldwide Studio.

On the topic of negative advertising (remember the days of "Sega does what Nintendon't"?) Peter Dille had this to say:

Our position hasn't changed. You generally see the number 2 guy be negative. But when you're the market leader, with 110 million PS2s sold, you act differently. People will come onto PS3 in their own time; that's not something people talk about, but we have a large rabid fan base. We'll communicate with gamers in a way that doesn't talk down to them by speaking to gamers' expertise; we have a lot to talk about.

We want to be more open, we want to share more, let them inside the tent and challenge us, and that didn't always happen. We kind of made our own bed. It can't be done overnight, but we want to tell the story. I think we've tried to change. We weren't always open, so it reflects a shift.