Sony Announces FirstPlay

TheSixthAxis is delighted to reveal FirstPlay, Europe’s first on-console, interactive show. Firstplay will be available in HD, directly through your PS3, and will come weekly from March onwards from Future Publishing in partnership with SCEE. Firstplay will roll out across Europe later in 2010.


FirstPlay’s bespoke content is being created by a hand-picked team of TV and gaming veterans with the reviews and previews coming from the team behind the respected Official PlayStation Magazine team.

PS3 registered users will be able to buy a three month subscription at £8.99 or purchase single episodes for 99p, and will contain just six video advertising slots. Advertisers are in for a treat – we’re told FirstPlay delivers the impact of TV along with the transparency of the web with total user views and other key user data available as well as click throughs to deep web links and to the PSN Store.

Sony’s excited about the service – with over 3 million PSN accounts, the network is an “increasingly important way of adding value” for gamers, and recent stats from the BBC suggest the PS3 is responsible for 8% of iPlayer traffic and we all know how powerful VidZone has become in terms of content – over 200 million videos served in the first six months.

In short, PS3 owners want content, and FirstPlay is going to bring it to them. Ray Maguire, Senior Vice President of Sony Computer Entertainment Europe and Managing Director of Sony Computer Entertainment UK said:

“It becomes critical that we’re offering gamers the very best content and services through this channel. FirstPlay is a great example of this. Future has an outstanding track record in producing content for gamers that is informed, impartial, relevant and with the right production values, so we see them as a natural partner to work with as we move to on-console media development.”

Robert Price, Chief Executive of Future UK added:

“FirstPlay is a ground breaking development, not just for gamers, but for the media industry, and we are delighted to be partnering with Sony on this pioneering project. On-console delivery is an exciting next step in Future’s strategy of providing high quality content for readers and integrated media solutions for advertisers.”

“We believe that we’ve created a product that will appeal to gamers in a uniquely effective and targeted way.”

A trailer for FirstPlay is available now at