Sonny Sidhu

Senior Vice President

Sonny Sidhu is Senior Vice President at PSB where he leads the Media Tech group within PSB’s boutique Media & Entertainment practice, conducting brand, messaging, product, audience, and landscape research across a diverse (yet deeply interconnected) set of domains including gaming, social media, livestreaming and social video, virtual reality, digital distribution, subscription-based entertainment services, and immersive exhibition technology.

Sonny joined PSB from the world of game development, most recently serving as designer and VR user-experience research lead at Insomniac Games.

Sonny holds a BA in Film and Media Studies from Swarthmore College and an MS in Comparative Media Studies from the Massachusetts Institute of Technology where he was Lead Designer and Producer at MIT’s Game Lab.

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