By using this site, you agree to our Privacy Policy and our Terms of Use. Close
makingmusic476 on 02 February 2010
Edit Thread

IGN

On the new ads:

We came up with this whole 'It only does everything' campaign and the whole Kevin Butler effort not accidentally. Because this was a campaign that was incredibly well researched. We had this idea right under our nose because we had used Kevin Butler with the MLB launch. The agency came back and said, "We think we've got something here. We can work with a spokesperson like Kevin to communicate everything the PS3 can do and have a conversation with consumers."

[...]

IGN: And you guys have more ads like these planned throughout the year?

Peter Dille: Yeah. You may have seen -- we just launched one for MAG. So that's out there now. From my perspective, this is a campaign that has a lot of life left it in and a lot of legs. We love the campaign and we love what it's doing for the PS3.

[...]

'It only does everything' means everything it does up until today, but when motion control comes onto the scene, the message ties directly into that type of functionality as well. You can expect to see Kevin Butler inject a lot of life into the PlayStation brand between now and the rest of the year.

The redesign:

IGN: What's the reasoning behind the PS3 brand redesign, right down to a new logo?

Peter Dille: Kaz [Kazuo Hirai, Chairman and CEO, SCEA] came onto the scene and he wanted to align the platforms around familiar nomenclature. You've got PS2, PSP and PS3. This kind of brought that into the family of logos and icons. It wasn't much more than that, to be honest.

Total sales (which fits with our numbers) and PSN stats:

And at this point we're at 31 million units worldwide, 11 million here in the U.S. and I think that we've got the product to a point where the manufacturing efficiencies are in place and the volumes so that we can get the price down to where it is today at a point where consumers are responding to.

[...]

We're up to 40 million registered users worldwide on the PlayStation Network.

Home:

We had the highest traffic in December since we launched with 10 million users worldwide. The average time people spend in Home is about 60 minutes.

[...]

We've got 30 partners working on different spaces and I think that's all been really great.

PS2 on PSN:

IGN: One of the questions our readers really wanted to ask was, why can't we download more PS1 and especially PS2 games on PSN?

Peter Dille: It's a great question. We're working really hard on it. We're pushing the third-party community and evangelizing this as a terrific opportunity both commercially as well as from a brand perspective to keep people interested in some of these older IPs [intellectual properties]. Final Fantasy VIII was the top downloaded game in December -- a real testament to your readers' questions, you know, that this stuff has an audience. From our side, we're going through our own studio organization and trying to make sure all these old games are out there so that we can lead by example, but we're also communicating with all the third-parties about the success of the Final Fantasy games, and other PS1 and PS2 classics. By all means, I think people can look for more of that because once the third-parties see how this works, it's just found money. There's not a whole lot of work that has to go into it and once we can get it up on the network, it finds an audience pretty quickly.