In early 2004, less than a year after its launch, EyeToy Sony, a unique concept of video games, has become a huge success throughout Europe. Designed for use with the PlayStation 2 console from Sony, the revolutionary technology allows users facing a small camera to interact with game objects that appear on the TV screen just by moving their bodies. Sales for the first product EyeToy ("Play"), a set of cameras and software, has surpassed all expectations. However, sales for the second product ("Groove") were disappointing. Whether it was time for the team to review its EyeToy product development and marketing strategy? How can the team maintain the original EyeToy success and to prove that the concept is not a fad? "Hide
by Anita Elberse, Youngme Moon Source: Harvard Business School 23 pages. Publication Date: July 28, 2004. Prod. #: 505024-PDF-ENG
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