The PlayStation 3 has arrived in Europe. But this time there are only limited reports of crazed buyers queuing up all night to be first. There are no reports - as of yet - of stampedes on the high street as the new wonder machines sees the light of the European day. There is, however, a long line up of press, taking it in turns to make swipes at the machine, as they draw unfavourable comparisons with the Nintendo Wii, and Microsoft Xbox 360.
Last night Oxford Street saw the unveiling of the new product, but not across the length and breadth of the UK’s premier shopping street. Unlike the launch of the Xbox 360 or when the previous PlayStation 2 was released, HMV, for example, did not open up at midnight for the fun.
While members of the UK press were quick to point out that this launch was distinctly low key, across the channel it was worse. The Champs Elysée was supposed to be bedecked with ardent games players, but of 1,000 units available, reportedly, only 300 were sold. And across Europe, in Germany and Holland, for example, numbers were reported to be in the hundreds, rather than the thousands we saw for other launches.
And the doubts don’t stop there.
According to research from NPD in the US, February saw the PlayStation 3 manage a poor third in the battle with Nintendo and Microsoft. Apparently, sales of the Nintendo Wii hit 335,000, the Xbox 360 228,000, but the PlayStation 3 managed just 127,000 units
The doubts continue to pile. Back in November, Atari founder Nolan Bushnell said he thought the Sony product would fail. Red Herring magazine reported him as saying: “I think Sony shot themselves in the foot … there is a high probability #91;they#93; will fail. The price point is probably unsustainable. For years and years Sony has been a very difficult company to deal with from a developer standpoint. They could get away with their arrogance and capriciousness because they had an installed base. They have also historically had horrible software tools. You compare that to the Xbox 360 with really great authoring tools #91;and#93; additional revenue streams from Xbox live … a first party developer would be an idiot to develop for Sony first and not the 360. People don’t buy hardware, they buy software.”
And finally, if you think all this is bad enough, wait until you hear about one sales trick Sony has come up with in the US. It’s been reported that the company has been bundling PlayStation 3 with Nintendo Wii as a way to draw in the punters.
Some say the price is just far too high. It will retail for over £400 in the UK, around double the price of the Xbox 360, which, in turn, is more expensive than the Wii. Some are drawing comparisons with 3DO - an apparent wonder games machines - that was launched in the mid ’90s, only to dive - and partly because the price was too high.
But don’t be too quick to write off Sony.
This is set to be a long game, and there are good reasons for the initial disappointing sales levels.
For one thing, sales are necessarily low because supply is short. This, in turn, is limiting software development.
The video games hardware producer faces a chicken and egg problem. You need software before people want to buy your hardware, but software companies are not keen to develop games if sales of the hardware are low.
On the other hand, it takes time to develop software and none of the games developers want to miss out on an opportunity, so they will produce software if they have confidence in a hardware product. The combination of launch delays and the fact everyone knew supply would be limited has necessarily restricted software development. But this could change very quickly.
It also seems likely the Sony product will soon fall in price, which will boost sales.
As for sales projections, Gartner reckons within two years the Sony product will be outselling its two main rivals. Meanwhile, in the US, NPD says that the new PlayStation is selling faster than the Xbox 360 did in the first few months after its launch.
But if there is a danger, it is this.
The history of the video games industry has shown that dedicated games machine sell in better quantities than products with pretensions to be more .
The Philips CDi product of the early ’90s didn’t hack it because it was presented as a consumer multi media product. 3DO tried to pack in too many features - moving beyond games - and failed.
The machine that’s selling like hit cakes at the moment is the Wii. There is nothing pretentious about this; it’s a games machine with an innovative controller, plain and simple.
When software developers learn to how to write games that take full advantages of the PlayStation 3’s power, the games will be truly outstanding, and sales will rise. But the race is against time. Can Sony establish their product before the next generation hits the streets? The company has several years, but right now, it’s by no means certain they can win this race.
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