Sony Gaming Seeks a Power Surge From Social Media

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Sony's Playstation 3 isn't just a gaming destination and entertainment hub, it's also a retail powerhouse, with direct access to consumers at 20,000 retailers and with 31 million fans on Facebook and 1.7 million Twitter followers.

PS3 is now in the 7th year of its lifecycle, and with PS4 not in stores until November, the company is doing all it can to leverage the power of social media to keep fans engaged and grow its user base ahead of the launch.

Sony Computer Entertainment America President and CEO Jack Tretton spoke at the Global Retailing Conference 2013. We caught up with him there to talk about how retail is changing and how Playstation is leveraging its massive social network to reach consumers.

"I think we've got more informed retail associates than we've ever had before so they're real advocates for our brand," Tretton said.

PlayStation has spent the past 5-6 years growing its online community.

"Through social networking, we don't try to advertise, we try to inform and pass on tidbits of information they'll find interesting and if they receive it and find it of value, they'll go out and amplify it for you," says Tretton.

As for the health of the American consumer, Tretton says value is key.

"They want to make sure that they're getting great value for the dollar so they're very conscious of what things cost and so the value is extremely important."

Though total video game retail sales have been on the decline for the past few years, Tretton says he's not concerned about video gamers, with the new PS4 hitting stores ahead of the holiday- shopping season.

"The PS4 is the most powerful machine ever created, consumers are chomping at the bit to get it and the good news is it will be there for holiday 2013, so if it's on your Christmas list, there's a good chance you'll be able to get it."

—By CNBC's Julia Boorstin; Follow her on Twitter: @JBoorstin