IGN's End Bosses interview series offers intimate, candid conversations with the men and women shaping the videogame industry, from executive decision makers influencing the biggest and most important publishers and developers to the creative minds that bring forth and nurture genre-changing and blockbuster software.

This week, we talk with Sony's senior vice president of marketing and the man in charge of the PlayStation Network, Peter Dille . We talk about the future of the PSN, the company's launch missteps and Sony's continued push to overtake the Xbox 360.

: I'm thinking back to that point in time. I think there was a lot of focus from our previous ad agency on communicating the power of the PS3. There was also a lot of discussion about being provocative for provocativeness's sake. And really just getting people to want to learn more about the system. It was an ad that was not intended to convey everything you need to know about the PS3, but just get people talking. I think it did that. It was also part of a broader effort -- that whole white room campaign. It was really just an introductory effort that people really seemed to feel passionately about -- and still to this day. Peter Dille, SVP of marketing and the PlayStation Network, SCEA.: Deutsch LA is the agency responsible for the new ads. They weren't our ad agency for the initial campaign that we just spoke of. We'd been with our old agency for many, many years and I think oftentimes, clients and agencies -- after great partnerships of more than a decade -- decide to see other people and make a change. Deutsch came in and, frankly, what I was looking for was a campaign that really encapsulated everything the PS3 can do. It became very clear both from our own observation and a lot of market research that because of how powerful the PS3 was and is, it's really kind of impossible to encapsulate everything it can do in one 30-second ad. So what we were looking for was an ongoing campaign. We wanted to have a conversation with consumers. We wanted to reestablish the PlayStation's brand mojo, if you will. The brand has always been one that people have a special place in their heart for and it wasn't foreboding; it was welcoming, open and funny. We've got a long history of ads like that and that was a big part of what we were looking for. Really harkening back to that PS2 brand that was quite frankly ubiquitous.We came up with this whole 'It only does everything' campaign and the whole Kevin Butler effort not accidentally. Because this was a campaign that was incredibly well researched. We had this idea right under our nose because we had used Kevin Butler with the MLB launch. The agency came back and said, "We think we've got something here. We can work with a spokesperson like Kevin to communicate everything the PS3 can do and have a conversation with consumers." There were a lot of misunderstandings about what the PS3 could do. I'll go back to the format war between Blu-ray and HD-DVD. People didn't know what Blu-ray was. People didn't know what this powerful machine was all about. And we needed a campaign that could kind of walk people through it step by step. So very literally we have a campaign where consumers are contacting and asking us very specific questions about what the PS3 can do and Kevin Butler is our ultimate answer-man who not only addresses the question but has a lot of fun doing it.We think that combined with the tagline of 'It only does everything,' it really is something that crystalizes the message. It's been tremendously successful. Consumers love it. It's great to hear people like you guys love it. And the results are really in the sales because it's really been flying since this coincided in September with the launch of the new PS3.: Yeah. You may have seen -- we just launched one for MAG . So that's out there now. From my perspective, this is a campaign that has a lot of life left it in and a lot of legs. We love the campaign and we love what it's doing for the PS3. Frankly, 'It only does everything' is kind of a future proof message in and of itself. We talked about future proof technology and 10-year life cycles. And if you think about what's on the rise for PS3 with motion-controlled gaming, that fits right into this positioning that 'It only does everything.' 'It only does everything' means everything it does up until today, but when motion control comes onto the scene, the message ties directly into that type of functionality as well. You can expect to see Kevin Butler inject a lot of life into the PlayStation brand between now and the rest of the year.: Kaz [Kazuo Hirai, Chairman and CEO, SCEA] came onto the scene and he wanted to align the platforms around familiar nomenclature. You've got PS2, PSP and PS3. This kind of brought that into the family of logos and icons. It wasn't much more than that, to be honest.: I think the biggest win is just the trajectory that the product is on. We talk about the 10-year life cycle. I think sometimes the press maybe thinks it's a talking point that Julie [Han, corporate communications, SCEA -- also present for this interview] makes me say. That's not the case. It's something that we believe in. We've done it twice already with PS1 and PS2. We've talked about it. Even going back to the launch of the PS3, we kind of reminded people: it's a marathon, not a sprint. And at this point we're at 31 million units worldwide, 11 million here in the U.S. and I think that we've got the product to a point where the manufacturing efficiencies are in place and the volumes so that we can get the price down to where it is today at a point where consumers are responding to. It's resonating like never before. We're well on the way to where we want to be on the platform. We've got the software support from a first-party perspective. The third-parties are making some great games. We're off to the races.I think the PlayStation Network has also grown into its own. We're up to 40 million registered users worldwide on the PlayStation Network.There is nothing but momentum behind the PS3 at this point. I could go on and on, but you'll probably want me to shut up at some point. You know, we've got two consecutive years where the Game of the Year for the category is on the PS3 platform. Of course, Uncharted 2 and last year it was LittleBigPlanet . Our first-party studios are hitting it out of the park. We just shipped MAG. We're about to ship God of War [3 ], which is going to just completely blow people away and be a big driver for the platform. We've got GT5 coming later this year. Everyone is just extremely excited about what's going on with PS3.: Well, it's not a failure in that it was fatal, but it's well-documented that we didn't have as smooth a launch as we would have liked to. I think we primed the pump with a lot of interest in the platform. People can point to the ads and whatnot. We talked about that. I think the shortcoming was getting a lot of people whipped up and having them wait in line and then only having a very, very limited amount of hardware supply globally, which meant that we had a kind of start and stop effect with our launch, which is hard to recover from. It was a speed bump that we had to overcome and we overcame it.