Skip to main content

GamesIndustry.biz: Hearts and minds

Johnny argues the PS3 delay's no disaster, but Sony needs to make friends.

Dark blue icons of video game controllers on a light blue background
Image credit: Eurogamer

Xbox Europe boss Chris Lewis will surely have cracked a smile this morning as he, along with the rest of the world, awoke to the news that Sony has been forced into ordering a humiliating delay of PlayStation 3 in Europe. He perhaps even allowed himself a hearty chuckle.

For when Microsoft embarked upon its audacious global next-generation crusade with Xbox 360 it could scarcely have hoped, nine months after launch, to be in the lofty comfort zone it finds itself in today in Europe.

Acutely aware of the importance of being first to market, Microsoft smashed the traditional hardware launch model in a back-breaking effort to ship to the US, Japan and Europe near-simultaneously. And in the face of intense skepticism it pulled it off. Just.

Last year's launch of Xbox 360 was far from perfect, as any number of shortage-ravaged retailers or empty-handed gamers would have testified. But it launched on time and thus immediately reset consumer and trade expectations of a hardware launch; and, significantly, gave Europe hope that it would no longer be treated as the second-class citizen of the gaming world. For once, the rhetoric rang true.

And 360's unprecedented worldwide roll-out came, lest we forget, hot on the heels of Sony's own clumsily delayed European PSP launch. That Microsoft had therefore changed the rules of engagement became abundantly clear earlier this year as both Nintendo and Sony quickly fell into line, promising grand, effectively copycat, global launch initiatives for Wii and PlayStation 3.

The point of no return

But Sony went further. And under intense pressure to spell out its next-gen strategy as Microsoft stoked the rhetorical fires with a bullish pledge of 10 million 360s shipped before the arrival of PS3, SCEA boss Kaz Hirai took the extraordinary step of apparently setting in stone the exact date the system would hit all territories. As a PR exercise, it represented a chest-beating statement of intent without precedent in the industry. Despite the comprehensive failure to hit targets with PSP, with PlayStation 3 Sony wished the world to know anything Microsoft can do, it can do better.

These words have, this morning, come back to haunt the Japanese giant. As the Greeks had it, first hubris, then nemesis. But suggestions flooding forums today of this signalling Sony's demise in Europe are absurdly premature, of course. There does, however, seem little question that Sony's status, reputation and perceived ability to deliver on its promises have all been damaged by the announcement.

But what does all this mean in real terms for Europe? Microsoft might smirk but relief is likely to be the overriding emotion as the US firm escapes what was sure to be a bloody scrap this holiday season. Nintendo, too, will be encouraged by the news, although its Wii system is very much ploughing its own furrow in the market leaving Xbox 360 the obvious beneficiary in PS3's absence. As Wilde's Lady Bracknell might have observed, to lose one Christmas may be regarded as a misfortune; to lose two seems like carelessness.

Having dominated the gaming landscape for well over a decade, industry leadership has always been Sony's to lose. And when your opponent is Microsoft, every mistake, every PR blunder, every fresh delay will be seized upon and exploited with ruthless efficiency.

History lessons

By default it's advantage Microsoft in Europe this Christmas. But if PSP's initial performance is anything to go by, there's no reason to expect anything other than a massive launch for PS3 next March, notwithstanding the delay. Though months late, the handheld smashed all records to become the fastest-selling console in European history by a distance. And despite the obvious frustration caused by the slippage, SCEE was able to turn this to its advantage by offering by far the strongest launch proposition of any territory.

SCEE, now working to the new March 2007 timeframe, will be banking on finding itself in a similar position with PS3, with a far more substantial software line-up than the US and Japanese launches, and a convincing, worthwhile shipment of units to make it a meaningful launch and to hit the ground running. That is eminently achievable.

SCEE can also take some comfort from the fact that it is clearly better placed to absorb the negative impact of a delay than Microsoft was last year. While Xbox was unceremoniously dumped as soon as 360 arrived, PlayStation 2 will remain a major part of Sony's business for years to come, especially in emerging markets, and PSP is very much a key focus. SCEE's marketing machine must now swing into action and divert some of the considerable sums set aside for PS3 into pimping its existing platforms this Christmas. Hardly an ideal situation, but a long way from being a disaster.

Retail is also unlikely to suffer as result of PS3's tardiness, beyond the inevitable disappointment and frustration caused to customers. With 360 gaining momentum, Wii set to launch and PSP, DS and PS2 going strong (including new SKUs of each) there are plenty of attractive alternatives for consumers and plenty of money to be made - with the added bonus of a welcome boost when PlayStation 3 does eventually hit in the spring.

Grey expectations

A murkier issue that now arises is that of importing. SCEE made many enemies amongst the retail community with its zero-tolerance clamp-down on PSP grey importing last year, which resulting in legal proceeding being launched against several small vendors. While SCEE felt it had every right to protect the official launch, retailers not unreasonably argued that they wouldn't need to resort to this had Sony launched PSP when it said it would.

A global launch and, in the UK, proposed GBP 150 pre-order scheme were meant to eliminate both the associated problems of importing and the shameless grasping of eBay opportunists. Worryingly, with PS3 set to be region-free for software, today's announcement sets the stage for another potentially explosive and wholly unwelcome stand-off between SCEE and the retail community.

An uphill struggle

The challenge for PlayStation 3 is less in the long-term, and any considered assessment of the next-generation at this stage should still conclude that Sony is likely to retain its market leadership as the cycle matures.

But the extent of the Japanese firm's hegemony remains highly vulnerable and Sony, already playing catch up with its arch-rival in the console space, already fighting an expensive format war with its Blu-ray next-generation DVD technology, already being criticised by top publishers for its PSP strategy, already lambasted in blogs and forums for its public shows and no-shows, just made its life in the short-term far more uncomfortable.

It is the battle to win hearts and minds that Sony is losing right now. Losing with gamers who still fail to appreciate why they are being forced to adopt Blu-ray; losing with the press following a poor E3 and telling no-show in Leipzig; losing with retail frustrated by the lack of communication and now a delay, with the spectre of importing now looming on the horizon; losing with Europe which has very clearly been sidelined yet again so Sony can effectively pursue its next-gen DVD war on US soil.

But it is well within Sony's power to turn this situation around. PlayStation 3 will, after all, be an incredible system and a success with amazing game experiences and the full support of the publishing community. And as a mainstream, mass-market brand, the reach of PlayStation remains peerless in its sector. It's easy to forget such jarringly obvious points in the present tumult; but a large part of the blame for that lies with Sony. And if it is to wipe the smile from the face of Microsoft execs, the charm offensive must start now.

Read this next

seductrice.net
universo-virtual.com
buytrendz.net
thisforall.net
benchpressgains.com
qthzb.com
mindhunter9.com
dwjqp1.com
secure-signup.net
ahaayy.com
tressesindia.com
puresybian.com
krpano-chs.com
cre8workshop.com
hdkino.org
peixun021.com
qz786.com
utahperformingartscenter.org
worldqrmconference.com
shangyuwh.com
eejssdfsdfdfjsd.com
playminecraftfreeonline.com
trekvietnamtour.com
your-business-articles.com
essaywritingservice10.com
hindusamaaj.com
joggingvideo.com
wandercoups.com
wormblaster.net
tongchengchuyange0004.com
internetknowing.com
breachurch.com
peachesnginburlesque.com
dataarchitectoo.com
clientfunnelformula.com
30pps.com
cherylroll.com
ks2252.com
prowp.net
webmanicura.com
sofietsshotel.com
facetorch.com
nylawyerreview.com
apapromotions.com
shareparelli.com
goeaglepointe.com
thegreenmanpubphuket.com
karotorossian.com
publicsensor.com
taiwandefence.com
epcsur.com
southstills.com
tvtv98.com
thewellington-hotel.com
bccaipiao.com
colectoresindustrialesgs.com
shenanddcg.com
capriartfilmfestival.com
replicabreitlingsale.com
thaiamarinnewtoncorner.com
gkmcww.com
mbnkbj.com
andrewbrennandesign.com
cod54.com
luobinzhang.com
faithfirst.net
zjyc28.com
tongchengjinyeyouyue0004.com
nhuan6.com
kftz5k.com
oldgardensflowers.com
lightupthefloor.com
bahamamamas-stjohns.com
ly2818.com
905onthebay.com
fonemenu.com
notanothermovie.com
ukrainehighclassescort.com
meincmagazine.com
av-5858.com
yallerdawg.com
donkeythemovie.com
corporatehospitalitygroup.com
boboyy88.com
miteinander-lernen.com
dannayconsulting.com
officialtomsshoesoutletstore.com
forsale-amoxil-amoxicillin.net
generictadalafil-canada.net
guitarlessonseastlondon.com
lesliesrestaurants.com
mattyno9.com
nri-homeloans.com
rtgvisas-qatar.com
salbutamolventolinonline.net
sportsinjuries.info
wedsna.com
rgkntk.com
bkkmarketplace.com
zxqcwx.com
breakupprogram.com
boxcardc.com
unblockyoutubeindonesia.com
fabulousbookmark.com
beat-the.com
guatemala-sailfishing-vacations-charters.com
magie-marketing.com
kingstonliteracy.com
guitaraffinity.com
eurelookinggoodapparel.com
howtolosecheekfat.net
marioncma.org
oliviadavismusic.com
shantelcampbellrealestate.com
shopleborn13.com
topindiafree.com
v-visitors.net
djjky.com
053hh.com
originbluei.com
baucishotel.com
33kkn.com
intrinsiqresearch.com
mariaescort-kiev.com
mymaguk.com
sponsored4u.com
crimsonclass.com
bataillenavale.com
searchtile.com
ze-stribrnych-struh.com
zenithalhype.com
modalpkv.com
bouisset-lafforgue.com
useupload.com
37r.net
autoankauf-muenster.com
bantinbongda.net
bilgius.com
brabustermagazine.com
indigrow.org
miicrosofts.net
mysmiletravel.com
selinasims.com
spellcubesapp.com
usa-faction.com
hypoallergenicdogsnames.com
dailyupdatez.com
foodphotographyreviews.com
cricutcom-setup.com
chprowebdesign.com
katyrealty-kanepa.com
tasramar.com
bilgipinari.org
four-am.com
indiarepublicday.com
inquick-enbooks.com
iracmpi.com
kakaschoenen.com
lsm99flash.com
nana1255.com
ngen-niagara.com
technwzs.com
virtualonlinecasino1345.com
wallpapertop.net
casino-natali.com
iprofit-internet.com
denochemexicana.com
eventhalfkg.com
medcon-taiwan.com
life-himawari.com
myriamshomes.com
nightmarevue.com
healthandfitnesslives.com
androidnews-jp.com
allstarsru.com
bestofthebuckeyestate.com
bestofthefirststate.com
bestwireless7.com
britsmile.com
declarationintermittent.com
findhereall.com
jingyou888.com
lsm99deal.com
lsm99galaxy.com
moozatech.com
nuagh.com
patliyo.com
philomenamagikz.net
rckouba.net
saturnunipessoallda.com
tallahasseefrolics.com
thematurehardcore.net
totalenvironment-inthatquietearth.com
velislavakaymakanova.com
vermontenergetic.com
kakakpintar.com
begorgeouslady.com
1800birks4u.com
2wheelstogo.com
6strip4you.com
bigdata-world.net
emailandco.net
gacapal.com
jharpost.com
krishnaastro.com
lsm99credit.com
mascalzonicampani.com
sitemapxml.org
thecityslums.net
topagh.com
flairnetwebdesign.com
rajasthancarservices.com
bangkaeair.com
beneventocoupon.com
noternet.org
oqtive.com
smilebrightrx.com
decollage-etiquette.com
1millionbestdownloads.com
7658.info
bidbass.com
devlopworldtech.com
digitalmarketingrajkot.com
fluginfo.net
naqlafshk.com
passion-decouverte.com
playsirius.com
spacceleratorintl.com
stikyballs.com
top10way.com
yokidsyogurt.com
zszyhl.com
16firthcrescent.com
abogadolaboralistamd.com
apk2wap.com
aromacremeria.com
banparacard.com
bosmanraws.com
businessproviderblog.com
caltonosa.com
calvaryrevivalchurch.org
chastenedsoulwithabrokenheart.com
cheminotsgardcevennes.com
cooksspot.com
cqxzpt.com
deesywig.com
deltacartoonmaps.com
despixelsetdeshommes.com
duocoracaobrasileiro.com
fareshopbd.com
goodpainspills.com
hemendekor.com
kobisitecdn.com
makaigoods.com
mgs1454.com
piccadillyresidences.com
radiolaondafresca.com
rubendorf.com
searchengineimprov.com
sellmyhrvahome.com
shugahouseessentials.com
sonihullquad.com
subtractkilos.com
valeriekelmansky.com
vipasdigitalmarketing.com
voolivrerj.com
zeelonggroup.com
1015southrockhill.com
10x10b.com
111-online-casinos.com
191cb.com
3665arpentunitd.com
aitesonics.com
bag-shokunin.com
brightotech.com
communication-digitale-services.com
covoakland.org
dariaprimapack.com
freefortniteaccountss.com
gatebizglobal.com
global1entertainmentnews.com
greatytene.com
hiroshiwakita.com
iktodaypk.com
jahatsakong.com
meadowbrookgolfgroup.com
newsbharati.net
platinumstudiosdesign.com
slotxogamesplay.com
strikestaruk.com
trucosdefortnite.com
ufabetrune.com
weddedtowhitmore.com
12940brycecanyonunitb.com
1311dietrichoaks.com
2monarchtraceunit303.com
601legendhill.com
850elaine.com
adieusolasomade.com
andora-ke.com
bestslotxogames.com
cannagomcallen.com
endlesslyhot.com
iestpjva.com
ouqprint.com
pwmaplefest.com
qtylmr.com
rb88betting.com
buscadogues.com
1007macfm.com
born-wild.com
growthinvests.com
promocode-casino.com
proyectogalgoargentina.com
wbthompson-art.com
whitemountainwheels.com
7thavehvl.com
developmethis.com
funkydogbowties.com
travelodgegrandjunction.com
gao-town.com
globalmarketsuite.com
blogshippo.com
hdbka.com
proboards67.com
outletonline-michaelkors.com
kalkis-research.com
thuthuatit.net
buckcash.com
hollistercanada.com
docterror.com
asadart.com
vmayke.org
erwincomputers.com
dirimart.org
okkii.com
loteriasdecehegin.com
mountanalog.com
healingtaobritain.com
ttxmonitor.com
nwordpress.com
11bolabonanza.com