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PlayStation’s new creator strategy is tapping LeBron James. 

Mar 07 2023

PlayStation’s new creator strategy is tapping LeBron James. Fans of the basketball star know LeBron is an avid gamer—over on his Twitter account (@KingJames) he’s constantly discussing his love of gaming with his 52.8M followers. LeBron’s love of PlayStation runs deep (there’s a picture of him carrying around a PS2 back in 2003) and now he’s teaming up with Sony for their new creator initiative “Playmakers.” The Playmakers consist of a group of gaming fans, creators, artists, and entertainers “who have partnered with PlayStation to share previews and behind-the-scenes access and unique experiences with their own fan base.” Plus, PlayStation is releasing a limited-edition set of accessories that LeBron helped design. YPulse’s Celebrities and Influencers report data shows that BIPOC Gen Z and Millennials follow gamers (40%) just as much as they follow athletes online (41%)—and 20% say they’d like to see an athlete as a spokesperson for a brand. (Adweek)