"Targeting Men Aged 25-35"... Lotte Department Store Opens 'PlayStation Specialty Store'

Global Gaming Device Brand Makes Its Debut at Jamsil Lotte World Mall

From PS5 Consoles to Exclusive Game Titles

Major Anticipated Titles Like "SAROS" to Launch in the First Half of the Year

Lotte Department Store announced on May 6 that it has opened a 'PlayStation Specialty Store' on the basement level 1 of Jamsil Lotte World Mall.

PlayStation is a global gaming device brand that holds the No. 1 market share in the worldwide console market. Its flagship console, the PlayStation 5, has surpassed a cumulative sales volume of 84 million units, continuing its strong commercial success.

Lotte Department Store plans to accelerate the influx of male customers aged 25 to 35 by tapping into gaming-based lifestyle demand in partnership with PlayStation. This reflects the growing trend of 'Me+Economy'—a focus on personal taste investment—which has led to increased spending on games, a representative hobby product category among men. In fact, sales of gaming devices and peripherals at Lotte Department Store grew by more than 50% last year, with the share of sales from male customers aged 25 to 35 reaching 40%.

Customers form an opening rush line on May 4th at the opening day of the 'PlayStation Specialty Store' located on the B1 floor of Jamsil Lotte World Mall in Songpa-gu, Seoul. Photo by Lotte Department Store

The new Jamsil store has been designed as an 'experience-based store' where customers can comprehensively explore PlayStation products. Visitors can try out a wide range of popular game titles using the PlayStation 5 Pro console and the portable gaming streaming device, the PlayStation Portal Remote Player. In addition, there is a dedicated 'DualSense for PC' experience zone for PC gamers.

The store also offers 'customized purchasing' options tailored to individual play preferences. Fifteen different models of the DualSense Wireless Controller—the controller used with PlayStation consoles—are available, giving customers a wide range of choices. The store also features the DualSense Edge Wireless Controller, regarded as the top-performing model in the lineup. This high-end product allows users to adjust button layouts and sensitivity to fit their hands, enabling more technical gameplay.

The store introduces a variety of audio devices optimized for gaming, including the Pulse Explore Wireless Earbuds and the Pulse Elite Wireless Headset. On top of that, it provides a one-stop shopping environment where customers can conveniently purchase all PlayStation-related products, from character IP merchandise featured in game packs to a full range of peripheral accessories.

The Jamsil specialty store intends to lead gaming trends as an 'early-release store' that showcases popular game titles ahead of others. Customers can try out the latest releases, such as 'SAROS,' directly in-store. Additionally, the store plans to roll out some of the most anticipated game titles of the year in the second half of 2026.

Hyuncheol Yoon, Head of Home Appliance Division at Lotte Department Store, stated, "Demand for premium gaming devices is rising rapidly, especially among male customers aged 25 to 35 who drive hobby spending. As young parents looking to share their interests with their children show a growing preference for game content, we plan to introduce a variety of experience-based events in partnership with PlayStation."

This content was produced with the assistance of AI translation services.