The 2,150-capacity venue in Times Square has a new name, as the theater has shifted from Best Buy to a product sold at the store: PlayStation. The switch was announced this morning, as the same room will now be referred to as the PlayStation Theater.

This marks the third such name change for the intimate room in its ten year history, as the venue originally opened as the Nokia Theater in September of 2005. It seems the tech industry will retain control of the naming rights, as Nokia became Best Buy, and now PlayStation.

According to the statement, the partnership will allow PlayStation to show off some of their new products at the venue. Hopefully these video games don’t distract attendees from the music!

Especially considering the number of exciting performances that are scheduled at the venue, including Emancipator Ensemble, STS9, two nights of Lettuce (including one with Marco Benevento), a late night Halloween show led by the New Deal, and a New Years run from the Disco Biscuits. You can see the venue’s full schedule at the newly designed PlayStation Theater website.