Do Sony’s chess billboard ads for the newly launched PlayStation 3 console – the ones that feature a beheaded king – leave you stumped?

You aren’t the only one, so during this week’s blizzard of launch-related Sony executive interviews we asked Jack Tretton, co-chief operating officer of Sony Computer Entertainment America to enlighten us.
 
Confused? You’re supposed to be, Tretton said: “A lot of initial ads are designed to make people ask, ‘What’s up with that?’”

The consensus among fans: Mission accomplished.
 
The PS3 chess ad is the ultimate check mate, the ultimate game over statement, he said. “It’s hard-core game on. Game over.”
 
Globally, Sony has shipped 106 million+ PlayStation 2 units so far, nabbing 70 percent of the of the worldwide console market. But does that mean Sony is destined to inherit the throne in its three-way console war with Microsoft’s Xbox 360 and Nintendo’s Wii?

Tretton doesn’t agree with analysts who predict that Sony will retain the crown but lose its iron grip over its domain.

The consensus: Until it is game over, game on!