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Has Sony given up winning in this generation?

1 min read


A story did the rounds before the Sony press conference at E3 about whether or not Sony may have given up in this generation?

The original story was based on Sony not going for another price cut this year which has turned out to be partially incorrect. The 80GB PS3 is going to be selling for the same as the current 40GB but at the same time Sony has also said that the features of the 80GB will be the same as the 40GB.

Which leads us to believe that they will be releasing a new SKU as the 40GB doesn’t have the memory card reader or BC hardware that the 80GB has.

However the other base of that story was that Sony has publicly announced that they are going for profitability this year rather than quantity.

This along with their renewed PS2 marketing and renewed PSP push makes me feel that they are now going for a 3 pronged console approach to ensure profitability but at the expense of winning in it’s purest sense.

At the moment you could say that the PS2 is up against the Wii, the PS3 against the 360 and the PSP against the DS.

It’s losing quite badly on monthly sales on two of those platforms (PS2, DS) but is holding it’s own on the PS3 section. However with Microsoft announcing a fake price cut as well the PS3 may not hold it’s own for much longer.

Do you think that Sony is giving up on outselling it’s competitors and is trying to rather change the game?

Last Updated: July 17, 2008


  1. DarthPenguin

    July 17, 2008 at 12:38

    I think Sony was thinking they could completely take this generation like they did with the PS2 last generation… and now they realise that the 360 is so strong that there is no way that is going to happen.

    They now realise they can’t monopolise. Hence the changes in their strategy.


  2. Nick

    July 17, 2008 at 12:48

    I think their plan is also to win in the long run, like they did with the ps2. They are hoping that the ps3 becomes the next ps2 and that it is still selling tons way after the next xbox comes out.

    Problem is that the xbox is dropping lower in price and is already looking like it has potential to be the next ps2, that lives on for much longer than we though even if a new one comes out.

    If that happens, then Sony will be in trouble I think. Because then the PS3 might be getting beaten by the 360 for a lot of its ten year lifespan, and the new Xbox will not have any direct contenders.

    This is all going to be very interesting indeed.


  3. Banana hammock

    July 17, 2008 at 13:32

    The 360 is still going to come last this generation but it will do MUCH better than the first XboX. Sony will have lost market share and that will hurt them but they’ll still sell more consoles than the 360.

    Both of them are very lucky about 2 things though:

    The Wii has sold many units to people who would not have bought a console at all.

    The “harder” core guys who bought the Wii also bought the PS3 or 360.

    Sony are not worried, there are still 100,000,000 odd PS2 owners who will upgrade at some stage and most of them will go to the PS3.

    Sony hasn’t given up, they just aren’t panicking.


  4. kabraal

    July 17, 2008 at 13:52

    I doubt they’ve given up on the PS3. You’ll be just plain stupid not to give any attention to 100million PS2 and 35 (?) million psp in the market at E3. Globally their sales for the PS3 are strong, if not stronger, than the 360. And lets face it, a 80GB PS3 now costs a whopping $50 more than the premium 360 so I don’t see the need for aggressive price cuts atm. Granted the PS3 has no entry level system that compares to the arcade 360. This Christmas season will be interesting no doubt.


  5. SlippyMadFrog

    July 17, 2008 at 14:17

    “Sony are not worried, there are still 100,000,000 odd PS2 owners who will upgrade at some stage and most of them will go to the PS3.”
    People don’t have brand loyalty. 4 of my friends who are ps2 owners moved to the Xbox360 arcade because it’s so cheap and it can play the same quality games as the PS3, almost at the price of a PS2.


  6. SlippyMadFrog

    July 17, 2008 at 14:33

    But I agree that Sony haven’t given up. Not even almost.


  7. doobiwan

    July 17, 2008 at 15:14

    Sony looks rudderless at the moment. First PS3 was a computer with a browser to run Linux and take over the world, then it’s a media hub, now 2 years in suddenly it’s a hardcore games console, with more generic shooters than PC.

    Even Jack Tretton admits that Sony really doesn’t have either a plan or a real idea of wtf they’re trying to do.

    And it showed in their keynote.

    doobiwan’s last blog post..The Games that made the consoles


  8. Lupus

    July 17, 2008 at 15:44

    Of course Sony is rudderless, they wanted to blow the competition out of the water, but instead they got hit so many times that they are now just trying to stay up.


  9. darthdad

    July 17, 2008 at 17:27

    And they say PS3 fanboys are bad. :mrgreen:


  10. Lupus

    July 17, 2008 at 19:07

    No they normally say the Xbots are bad, Sony Fanbois are getting worse.


  11. darthdad

    July 17, 2008 at 21:39



  12. RivaZA

    July 17, 2008 at 22:40

    Whilst the PS3 is not doing as well as Sony and PS3 fanboys thought it would it is doing much better than last year. It is give or take equal to the 360. But 2009 that is where it will be at for the PS3.

    OMG!!! I’m starting to sound like a PS3 fanboy!


  13. TheOnion

    July 17, 2008 at 23:55

    Unfortunately nobody has found a cure for the incredibly contagious Wii virus yet. Unless this becomes quarantined, neither Sony or Microsoft have any chance of winning this generation.


  14. evilredzombie

    July 18, 2008 at 06:53

    Sony will win.. if they stom stuffing up.
    I sold my PS3 this week, To be honest there is no games on the market or comming in the next 5 months that are exclusive PS3 to make me keep the ps3. Im back on my 360 as the games are cheaper and live is more userfriendly ( but expensive) So when that 80 gig hits SA there might be reason againb to snap up a PS3. There will be decent budles for Christmas…so for the next few months im a 360 games again. All here know how big a Sony Fan I am… but sony ! you are stuffing up… Look at firmware 2.4 /2.41 .. yhea ! trophies…with one craop game supporting it Super stardus !.. Im not giving up on sony… im just waiting…

    evilredzombie’s last blog post..Alone on the shelf


  15. kabraal

    July 18, 2008 at 08:46

    Jeepers, I recall during the last month there where some serious negativity from some 360 user alike regarding MS not doing enough if anything to wafer the PS3 storm. Now, after a couple of weak “we already knew that” cosmetic announcements at E3 with the only big announcement being a multip FF, which doesn’t sound so big after all, the PS3 is doomed, rudderless, “Owned and slaughtered by MS avatar press conference”, down in the dumps and pretty much bed ridden while being abused by a small child with a basket ball.


    Some people are teh funneh.


  16. JimBob

    July 18, 2008 at 08:50

    The latest NPDs say otherwise.


  17. SlippyMadFrog

    July 18, 2008 at 09:08

    I can’t believe my eyes.


  18. doobiwan

    July 18, 2008 at 10:10

    Okay, who stole ERZ’s login details? 😯

    doobiwan’s last blog post..The Games that made the consoles


  19. doobiwan

    July 18, 2008 at 10:26

    Jimbob – those are from the MGS4 launch month, so no surprises.

    @K’ while different peoples perspective on the showings obviously vary one thing was clear. Sony’s strategy is completely reactive.

    Sony has been touting “10 year” hardware and trying to figure out what to do with it, Nintendo is doing similarly except there is only a “3 year” hardware plan, they’re a bit more focused, but are starting to run out of idea’s.

    I’m not saying MS will win, but what they did show is that they are working to a broader “10 year plan”, they know exactly what they’re doing, they’re executing and it’s catching everyone on the wrong foot. Netflix, and PRIMETIME Live interactive TV are huge. The other “miiToo”, LIPStar etc may not seem important, but they’re more important than FF13 in the long run.

    There’s a very interesting review with Aaron Greenberg on BitBag and he hit’s the nail on the head. Console Wars aren’t won in June, they’re won in November and December.

    doobiwan’s last blog post..The Games that made the consoles


  20. evilredzombie

    July 18, 2008 at 10:28

    do you need login details here?


  21. kabraal

    July 18, 2008 at 10:28

    Oh that was me, kabraal


  22. JimBob

    July 18, 2008 at 10:44

    There is a sustained trend, though: worldwide, the PS3 has outsold the 360 month-on-month for most of this year, though it still struggles a bit in the US.

    It’s going to be a closely fought contest, but I think one that is clear is that Sony doesn’t need to cut the price of the PS3 quite yet. Neither Sony nor Microsoft seem keen to force a price cut in the US quite yet.

    It will be interesting to see if Lips sells – if Microsoft doesn’t cross the chasm at the end of this year, it will pretty much remain a great hardcore player rather than a mainstream player.

    I think they need new marketing people more than they need more casual products – they just haven’t done a great job of selling their XBLA casual line-up, stuff like DDR, etc.

    And they need to innovate new casual games rather than crossing off boxes one by one like SingStar Clone, Buzz Clone, Wii Sports clone (this will be next) etc. I mean Nintendo isn’t standing still waiting for them, as it’s constant launch of new things like Wii Fit and Wii Music shows.

    Wii Music and the Wiimote dongle look lame from a gamer’s perspective, but they’re going to sell in huge amounts.


  23. ewie

    July 18, 2008 at 11:02

    if sony want to overtake xbox they will have to outsell thn xbox everymonth by 200 000 units. And then it will take 2 years to catch them. At the current rate it will take about 5 years.


  24. kabraal

    July 18, 2008 at 11:07

    Just keep in mind that although the Netflix thing will be big for MS and the 360, you can pretty much buy a DL box for $70 to access those streams as well. And this is strictly imo, but seeing that Netflix is not at all exclusive to the 360 and that sooner or later it’ll probably be integrated into TVs, receivers and what not, I personally won’t use it as a selling point when buying a 360, I rather stick with the 360 game catalogue than calling Netflix on the 360 the best thing since sliced bread. It’s a nice to have yeah, but there are a lot of other very cheap ways to access Netflix.


  25. evilredzombie

    July 18, 2008 at 11:10

    Nope I made the original comment the(do you need login details here? )was not me?!?!?!?!
    Jip guys u saw right I defected once again..back to 360

    evilredzombie’s last blog post..Alone on the shelf


  26. doobiwan

    July 18, 2008 at 11:15

    Cool, send me an FR when you’re online 🙂

    doobiwan’s last blog post..The Games that made the consoles


  27. doobiwan

    July 18, 2008 at 11:20

    Cool, send me an FR when you’re online

    doobiwan’s last blog post..The Games that made the consoles


  28. doobiwan

    July 18, 2008 at 11:28

    It’s more a case of Netflix+360 is to digital downloads, as BD+PS3 is to hi-Def optical. It legitimises it. The existing “roku” set-top box is a 3rd party thing, whereas the Owner of Netflix is a member of the Microsoft board of directors!

    It’s not so much about one thing as the whole picture and the plan. Live “Prime Time” didn’t get much face time because the perception is little interest for core gamers, but it all goes hand in hand and is a critical differentiator. It’s basically the first shot at casual console MMOs. The hurdle for Microsoft is now explaining the offering to the intended market.

    The best I can think of is “TV 2.0” 🙄


  29. evilredzombie

    July 18, 2008 at 11:35

    My live gamertag is been retrieved… its EvilRedZombie so all inv me..

    evilredzombie’s last blog post..Alone on the shelf


  30. evilredzombie

    July 18, 2008 at 11:35

    how u get my log in details?

    evilredzombie’s last blog post..Alone on the shelf


  31. kabraal

    July 18, 2008 at 11:43

    Not downplaying the significance of it at all. I’m just saying, BD won’t be a selling point for the PS3 forever once china gets stuck in. For now, the Netflix thing will be good for MS and 360 and DL are still in its infant phase, but it won’t remain a selling point for ever. The boss may be a board member on MS, but I seriously seriously doubt they’ll be stupid enough to turn Netflix MS proprietary. There’s a whole lot of competition out there as well with regards to DLs.


  32. kabraal

    July 18, 2008 at 11:51

    To put it simple, I bought a PS3 with BD in mind. Long ago, I didn’t buy a PS2 with DVD in mind. These consoles might be a lot more than just gaming machines as compared to their predecessors but once the dust has settled and BD plus downloads takes their respective place in the market both Sony and MS are going to get hit with a shit storm of competition from all sides.

    Downloads will most definitely explode even faster with more market share than optical. Well in the US at least. Sooner or later generic DL capable receivers will be available for next to nothing.


  33. RivaZA

    July 18, 2008 at 12:26

    That’s insane 🙂 I much prefer the PS3’s line up myself. Besides Gears 2 the nothing much else going for the 360.


  34. kabraal

    July 18, 2008 at 15:14

    “Do you think that Sony is giving up on outselling it’s competitors and is trying to rather change the game?”

    To summerize, sony used BD to market their console. Worked for them, they won the format war. MS is only starting to use downloads for their “we are about gaming” console.

    Anyhow, yes we had MGS but if VG chartz trends are anything to go by (especially July numbers), I’d say the MS is busy dropping the ball. Good luck MS.


  35. DarthPenguin

    July 18, 2008 at 17:28

    But 2008 was supposed to be the year of the PS3.. remember?

    Thats what all the sony fanbois told me last year…..


  36. evilredzombie

    July 18, 2008 at 18:13

    It’s not difficult, you just change your posting details. You can even do the link (doobi)

    evilredzombie’s last blog post..Alone on the shelf


  37. LazySAGamer

    July 19, 2008 at 00:12

    But we don’t otherwise I will have to implement a registration form and that is just plain annoying for the casual visitor..

    So play nice


  38. doobiwan

    July 19, 2008 at 22:20

    I agree. I think “Prime Time” is potentially the casual, unique system seller.

    As for the “clone games”, as boring as they are, they’re vital. Microsoft have to have an answer to “Can I get Singstar/Buzz?eyetoy?” come Xmas if they want to steal existing PS2 marketshare.


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