Team

Sonny Sidhu

Senior Vice President ssidhu@psbinsights.com

Senior Vice President Sonny Sidhu leads PSB’s Los Angeles-based Entertainment & Media Tech practice, conducting brand, messaging, product, policy, audience, and landscape research for industry-leading clients across a diverse set of domains that spans gaming, livestreaming and social video, augmented/virtual reality and the metaverse, the creator economy, digital distribution, and subscription-based content models.

Prior to joining PSB in 2016, Sonny worked in game development as an Associate Designer and UX researcher at Insomniac Games, where his credits include Sunset Overdrive (Xbox One), Ratchet & Clank (PlayStation 4), and Edge of Nowhere (Oculus VR). Sonny holds a B.A. in Film & Media Studies from Swarthmore College and earned an M.S. in Comparative Media Studies at MIT, where his thesis research examined the role of semi-interactive setpieces in triple-A game design and marketing, and where he served as Research Assistant at CSAIL’s Imagination, Computation, and Expression Laboratory, as well as Designer and Producer for the MIT Game Lab’s 2012 indie hit A Slower Speed of Light (PC).

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