How PlayStation Is Building Its Creator Strategy With LeBron James

The brand's worldwide marketing chief Eric Lempel talks about the Playmakers

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LeBron James fans will know that, off the court, the basketball icon is an avid gamer. King James regularly interacts with his 52.8 million Twitter followers about his passion for gaming. And his fandom for Sony’s PlayStation console is legendary, as evidenced by an earnest image circling online from 2003 that shows him (on the precipice of an NBA draft) carrying around a clunky PS2 along with some tangled DualShock controllers, all to get his PlayStation fix.

Now, Sony has tapped him to join the gaming brand’s new creator initiative called “Playmakers,” making James a core part of its engagement strategy.

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