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Posted:
03-20-2007, 11:55 PM
 The PS3 launches in Europe on Friday, and about time too.
After a substantial delay and all sorts of bad press about the console Sony will no doubt be relieved to finally have the end in sight. TV advertising has well and truly begun with a rather strange campaign centered around the ‘This is Living’ slogan. Things are really moving into gear and I’m sure that everyone at Sony Europe will be biting their nails frantically until those first crucial figures come in.
When I wrote about the Wii launch back in December I speculated that Nintendo would see market success due to the ‘buy-ability’ of the Wii. Many people have cited Nintendo’s machine as an impulse buy, but Sony’s machine is far more of a lifestyle investment. So how will it do well in Europe, a territory which is traditionally one of Sony’s strongest? One thing Sony have always had sussed on the continent from day one has been its approach to advertising. They know exactly how to market the PlayStation in Europe, they have made the brand stupidly trendy and the status quo as far as casual console gaming goes. The approach they are taking with the PS3 is slightly different and a bit more in line with their Bravia TV line. A high quality, slick, professional and ultimately desirable, fun and essential purchase.
I’m not a great watcher of TV, but I have already seen the ‘This is Living’ advert a total of six times in two days. For someone who moderately dislikes TV to see one advert that much is excellent exposure for a brand. People who are constantly glued to the box are already undoubtedly intrigued as to what this strange advert is about. And in all honesty, you wouldn’t have a clue what it was about unless you hit the website that is displayed in tiny little text at the very end of the advert.
So the big question is, how well can the PS3 do in Europe? I certainly think it will face some more serious tests than the PS2 did, the market is now far more diverse and competitive and Microsoft have made great strides with the XBOX 360. What is most interesting for me about the PS3 though is how much of an unknown quantity it is. Simply put, nobody is willing to back it and nobody is willing to count it out. It will probably sell pretty well on launch and ride on a wave of hype for quite some time after that, but all that is a bit irrelevant. As both Nintendo and to an extent Microsoft have pointed out recently, the key is maintaining momentum.
The PS3 is entering a more complex market than its predecessors. The DS is very dominant in the handheld world, the brand name of the PlayStation has taken a fair bit of a battering in the mainstream and specialist press and the Wii is proving one of the most successful Nintendo home consoles of all time. Microsoft have put a lot of money into the XBOX brand and are really starting to reap the rewards with excellent XBOX 360 sales in the UK, but the console is struggling to an extent in the rest of Europe. This is where things get interesting...
Sony are well aware that the PS3 has had a massively troubled development period and they have done a lot of work to try and turn things around. The admirable thing about their efforts is that they have finally managed to make the PlayStation an intriguing and exciting brand again. So, for European gamers, will it justify the huge pricepoint?
Whilst the system has sold well in both the USA and Japan it has come out second best in all territories so far. Reports from the America have shown that PS3 units have been left unsold on store shelves whilst Nintendo is still running around like a headless chicken trying to find enough stock to meet demand. At the same time, Microsoft have seen more than enough success with the 360 during the last few months to suggest that they can compete. So how the hell can Sony crack Europe? Will they crack Europe? Can the PS3 maintain the long standing trend of huge success for Sony across the continent?
We’ve seen that people are more than gullible enough to fork out money if they think something is the next big thing. Walk into any electronics outlet and they are plastered in advertising for HDTV. From something of a technophobe’s plaything, HDTV is now the hot talking point when it comes to technology and people are more than happy to depart with hundreds, and in some cases, thousands of their hard earned pounds, euros or dollars to get a piece of the action.
 This is what Sony need to make the PS3. It isn’t just a console, it is an entertainment hub. Internet, social networking, gaming and multimedia are all encased in one box. If Sony can get people to think that convergence and multi-functionality is worth investing in then they will have a license to print money. The arrogant swagger that Sony often come reeking of when they enter a room won’t help them here. It will take some major branding work to see the PS3 take its place in the modern home alongside the iPod, the HD TV and the all-singing all dancing digital TV system.
And this is where things get tough for Sony, I honestly don’t think people care enough about the PlayStation. Sales in the USA have been, quite frankly, awful, whilst the Wii continues to sell out in all regions the second any stock becomes available, the PS3 is sitting unsold. I’ve signed myself up to a number of pre-order lists for the Wii to track progress and ALL major retailers I’m keeping tabs on are still taking PS3 pre-orders and rather strangely are now trying top tempt people by offering them free movies or games chucked into the bargain. Consumer demand just doesn’t seem that hot. Blu-ray hasn’t taken off, which was one of the major selling points of the PS3 at its current price point, and that is an important loss for Sony.
So, where does all this bad news leave Sony? Stores up and down the UK are desperate to fulfill their pre-order stock and see a sell out on launch day, but I honestly can’t see it happening. The papers aren’t alive with a PS3 buzz, neither is much of the media in truth. The XBOX 360 sold well because of some brilliant software titles and a stupid number of adverts plastered all over every inch of the media. It entered the market as the first next-generation console and the graphics blew everyone away. That was its major selling point and still is today. The Wii is different and sold off the back of that and continues to do so today.
This leaves the poor PS3 in a rather problematic position. One of its major boasting points in terms of technology isn’t getting any interest, it is expensive, people have seen the graphics on the 360 already and despite being host to some genuinely excellent titles and hardware features, people aren’t being ‘grabbed’ by the brand as they once were. Heck, the PS2 is still good enough for a lot of people. Will it sell well at launch? It will probably do OK, but I have genuine concerns for the system. It needs a unique selling point, it needs to be marketed brilliantly and Sony need to make people believe that they want it.
I think a major factor for the European market is PlayStation Home, and this will be a major missing factor when the launch comes. For some reason, The Sims always sells stupidly well in Europe and particularly in the UK, so not to have it sitting there as a core launch feature is a big loss to Sony. Then again, the PS3 does have a stupidly large amount of things to offer the consumer.
If Sony can make people really want the PS3 they have a winner on their hands but right now, the world seems worryingly disinterested. The PS3 has a huge hurdle to clear.
Launch day approaches, good luck to them...
Article by James Temperton
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PS3Chat Members
Posts: 396
Join Date: Feb 2007
PSN ID: Crinkled
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03-21-2007, 12:20 AM
How well can the PS3 do in Europe? Well, as good as the consumers wan't to make it.
I personally would like to see it do well, however there is a fat chance of that happening at the moment if the U.S and JP launches/post launches are anything to go by.
Like it says in the article, I think "Home" will be a great success when it's released. It would have been nice to have this feature at launch, but at least it gives us something to look forward to [6 months to go! lol]
I think PS3 will start selling better when decent worthwhile titles come out [eg. Heavenly Sword]. I would also have used DMC4, but as it now stands as a X360 and PC game also I cant.
Hopefully FFXIII will stay exclusive. I'm sure, when released, there will be a massive BOOM in PS3 sales...especcially in Japan. Whether it be people purchasing the 20GB instead, a cheaper console, so they dont have to spend loads of money to play one game.
But, we shall see. The next-generation hasn't fully kicked off yet [Blu-Ray and HD-DVD havent really took the world by storm now, have they?] and there is stiill a long way to go yet.
Maybe, just maybe things will pick up for Sony. If not, then, well...I don't know what the future will hold for them.
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KHAAAANNN!!11
Posts: 745
Join Date: Sep 2006
Location: UK
PSN ID: testing
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03-21-2007, 12:30 AM
The last few articles have made for some grim reading for PS3 fans - especially those of us who want to see the console excell!
We aren't doing this to be mean :P, we feel its important to paint the full picture rather than some rose tinted fanboy hoopla.
The focus has just happened to fall on the various launch regions lately and it has made for some grim reading, but don't worry we have some great positive features coming up with a few developer interviews!
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PS3Chat Members
Posts: 396
Join Date: Feb 2007
PSN ID: Crinkled
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03-21-2007, 12:36 AM
^The developers will be saying "The PS3 is doing worse than we would have hoped" or something along those lines.
But yea, it has made grim reading. I have been looking forward to the PS3 for many months now, and all of a sudden...hopes have been bought down. [Although I still can't wait for the 23rd!]
However, things like price I knew would be expensive from the start...when Ken said 'People will be willing to work extra hours for the PS3'. Obviously, his statement was false. People won't be working for the PS3, they will just dismiss it altogether and buy an Xbox 360 instead!
Obviosly I'm not a fanboy (like your WiiChat alter ego's, may I add, I0n[  )
Else I would be bashing all the other consoles. But so far, both Wii and the X360 and doing great, and we all realise this.
Anyway, like you said, I hope the developers do have positive things to say... |
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Banned
Posts: 1,825
Join Date: Feb 2007
Location: England
PSN ID: ScootaKuH
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03-21-2007, 01:26 AM
There simply HAS to be at least one piece of good news....some little glimmer of hope that lets us believe that spending £425 + isn't actually going to be a complete waste because at this moment I'm really reconsidering my options and it's not something I really like to say as I am a staunch Sony supporter. I just don't want my hard earned money going down the drain  |
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PS3Chat Members
Posts: 144
Join Date: Mar 2007
Location: Wirral, UK
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03-21-2007, 12:09 PM
The P$3 will sell well in Europe, I think it will be a more successful launch than the US possibly was! I have said all along (way back when 360 knew they had a big head start in terms of time), that Sony hadlost their grip on the market and they wouldn't get it back, they will be the "also rans" from now on. In a way its great news for the "gamers" out there, coz there's now 3 great systems to pick from. All have something over the other two in terms of tech stuff or software exclusives. P$3 will still be a great machine and sell well, it just wont dominate anymore like it used to. Gaming just got very interesting, if your lucky and can purchase all 3 big hitters, yay! If your unable to get all 3 console's, thats when you really have to do your home work and decide, "in the bigger picture, what machine will have more exclusive titles that you may want to play and cant play anywhere else"? Decision's, decision's  . (Im glad I dont have to make that choice). 
LIVERPOOL FC
PS3 Stuntman,Ratchet & Clank,Lair,Warhawk,Heavenly Sword,Motorstorm,FoM,Ninja Gaiden,Unchartd,Burnout Paradise
360 Mass Effect, Assassins Creed,CoD4,Half-Life Orange Box,PES2008,Stranglehold,Halo3,Bioshock,Forza 2,Oblivion,Ghost Recon 2,R6Vegas,Lost Planet,Gears of War
Wii Mario/Sonic Olympics,Mario Galaxy,Metroid Prime 3,Res Evil 4,Paper Mario,Mario Stkrs,Rayman1&2 etc
DS Lite,Zelda Phantom Hour Glass, Mario Kart etc, PSP & Gamecube Too many games to list, lol
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Banned
Posts: 1,825
Join Date: Feb 2007
Location: England
PSN ID: ScootaKuH
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03-21-2007, 03:52 PM
^ I didn't really want to make a choice. Wii has never been an option, I just couldn't see myself ever owning one simply because of the Wiimote shit. Xbox has also never interested me, I'm not a fan of Halo or Gears, or in fact the majority of the 360 library. So my only option is PS3 or stick to my trust old PS2 and PSP. I have already paid for a PS3 and I am really praying for it to be a success.
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PS3Chat Members
Posts: 21
Join Date: Feb 2007
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03-21-2007, 05:20 PM
"the Wiimote shit" - you've got to be kidding me, right? The most innovative control system in the Videogames Industry and you call it "the Wiimote shit"...
Please, at least tell me you've had a thorough hands-on playtest with the system and honestly couldn't warm to it...?
As for the PS3 in the UK, I saw GAME desperately piling PS3 boxes up to fill the entire window so everyone could see it WAS there. And yet they still have signs up saying 'pre-order now, place your £50 deposit here!'...
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Banned
Posts: 1,825
Join Date: Feb 2007
Location: England
PSN ID: ScootaKuH
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03-21-2007, 07:48 PM
Nope I'm not kidding you. Yes I've played it and yes I don't like it one bit. My opinion thanks.
I don't find it innovative in the slightest. Eyetoy was innovative, Wiimote isn't. The whole thing just feels like one big peripheral.
Like I said I don't want to make choices. It'd either be the PS3 or nothing since I'm not overly impressed by any other system on the market right now. I deliberated long and hard about this and decided to throw caution to the wind and buy a PS3. I may yet regret this, but at the end of the day it's my choice.
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