States amounted to 800,000 units, giving the PlayStation a commanding lead over the other fifth-generation consoles, though the SNES and Mega Drive from the fourth generation still outsold it. Sony reported that the attach rate of sold games and consoles was four to one. To meet increasing demand, Sony chartered jumbo jets and ramped up production in Europe and North America. By early 1996, the PlayStation had grossed $2 billion (equivalent to $ billion ) from worldwide hardware and software sales. By late 1996, sales in Europe totalled units, including 700,000 in the UK. Approximately 400 PlayStation games were in development, compared to around 200 games being developed for the Saturn and 60 for the Nintendo 64. Marketing success and later years The PlayStation was backed by a successful marketing campaign, allowing Sony to gain an early foothold in Europe and North America. Initially, PlayStation demographics were skewed towards adults, but the audience broadened after the first price drop. While the Saturn was positioned towards 18- to 34-year-olds, the PlayStation was initially marketed exclusively towards teenagers. Executives from both Sony and Sega reasoned that because younger players typically looked up to older, more experienced players, advertising targeted at teens and adults would draw them in too. Additionally, Sony found that adults reacted best to advertising aimed at teenagers; Lee Clow surmised that people who started to grow into adulthood regressed and became "17 again" when they played video games. The console was marketed with advertising slogans stylised as "LIVE IN YUR WRLD. PLY IN URS" and "U R NOT " (red E). Clow thought that by invoking such provocative statements, gamers would respond to the contrary and say Bullshit. Let me show you how ready I am. As the console's appeal enlarged, Sony's marketing efforts broadened from their earlier focus on mature players to specifically target younger children as well. Shortly after the PlayStation's release in Europe, Sony tasked marketing manager Geoff Glendenning with assessing the desires of a new target audience. Sceptical over Nintendo and Sega's reliance on television campaigns, Glendenning theorised that young adults transitioning from fourth-generation consoles would feel neglected by marketing directed at children and teenagers. Recognising the influence early 1990s underground clubbing and rave culture had on young people, especially in the United Kingdom, Glendenning felt that the culture had become mainstream enough to help cultivate PlayStation's emerging identity. Sony partnered with prominent nightclub owners