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Forums - Sony - PlayStation Japan President talks about PS4 recovery and explains how the console is marketed as a toy for adults

Ruler on 05 July 2016

 

http://www.dualshockers.com/2016/07/03/playstation-japan-president-explains-why-ps-vita-was-absent-at-e3-talks-ps4s-recovery/


PlayStation Japan President Explains Why PS Vita Was Absent at E3; Talks PS4’s Recovery

Sony Interactive Entertainment Japan and Asia Atsushi Morita gave an update on the local situation during an interview on 4Gamer.

Morita-san explained why the PS4 had a sluggish start, mentioning that most of the launch titles were targeted to North American and European markets. While western gamers responded to that by buying the console en masse, it took some time for the Japanese market to ramp up.

Yet, in the last year more and more Japanese games hit the local market, and customers responded well by the end of the year. Moreover, the trend has stabilized even pass the traditional year-end shopping season, and Sony managed to keep a consistent level of sales from the beginning of the year onward, with further spikes when big games are released.

According to Morita-san, the flow of PS4 sales is now good,and the sluggish situation we saw one year ago has been addressed, and has now considerably changed.

Morita-san also mentioned that even with cross-generation games customers have shifted from PS3 to PS4, and he feels that this flow is going to continue accelerating towards the shopping season at the end of the year.

The current marketing has been targeting users between 30 and 40 or a little younger, who have grown up in an age in which there pretty much was a home console in every house, while this isn’t necessarily true anymore now. The campaign was met favorably, and Sony is going to continue with it for next year. Morita also thinks that there is an addressable market among parents playing together with their children and those who like to watch let’s plays and e-sports.

Morita-san then explained the reason why the PS Vita was basically absent at E3, mentioning that the market in the west isn’t very large. Since E3 is mostly dedicated to the western market and it’s held in North America, that’s where Sony aimed its products.

That said, Sony is working to spread the portable console more among children in Japan (with Minecraft being very popular among the youngest target demographics), but it’s also targeting adults. If the platform becomes widespread and the installed base is grows, the games for it naturally appear. Morita-san feels that the future of the PS Vita in Japan lays within broadening the user base with games coming for each demographic.

Incidentally, Morita-san mentioned that he cannot answer for the moment on whether there will ever be a PS Vita successor.

Source: 4Gamer

 

Article written and iterview translated by Giuseppe Nelva on July 3, 2016 10:06 PM, 

please check out the article and visit the site in the link above, as well as 4Gamers original interview



Why i left PC gaming

 

(2015) Question for PS4 owners: if the situation would be reverse? would you still play on PS4?

(2015) The "I don't care PS4 is the most powerful console" thread

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DonFerrari on 05 July 2016

Very good news



duduspace11 "Well, since we are estimating costs, Pokemon Red/Blue did cost Nintendo about $50m to make back in 1996"

http://gamrconnect.vgchartz.com/post.php?id=8808363

Mr Puggsly: "Hehe, I said good profit. You said big profit. Frankly, not losing money is what I meant by good. Don't get hung up on semantics"

http://gamrconnect.vgchartz.com/post.php?id=9008994

Azzanation: "PS5 wouldn't sold out at launch without scalpers."

pokoko on 05 July 2016

Pretty obvious, really. I remember a couple of years ago when they had a good sized Vita section in the E3 conference and the thread here was full of "no one cares, show us more PS4 stuff" comments. Now that they don't have one, it's "I can't believe they didn't show any Vita games". Kind of funny.

The Vita will get attention during conferences in markets that support it.



Kerotan on 05 July 2016

A very good recovery indeed. I remember all the doom and gloom over the Ps4 sales in Japan 2014 when the baseline was 5k in the slower months.

2015 seen a 100% increase to 10k a week in the slower months and 2016 has seen another 100% increase to 20k a week in the slower months.

It's tracking close to the ps3 which at this stage last gen had blown them a shit load of money in Japan. Profitability wise the improvement to this gen is off the charts. And importantly a nice user base is growing that will support another healthy gen for PlayStation in Japan.



DonFerrari on 05 July 2016
Kerotan said:
A very good recovery indeed. I remember all the doom and gloom over the Ps4 sales in Japan 2014 when the baseline was 5k in the slower months.

2015 seen a 100% increase to 10k a week in the slower months and 2016 has seen another 100% increase to 20k a week in the slower months.

It's tracking close to the ps3 which at this stage last gen had blown them a shit load of money in Japan. Profitability wise the improvement to this gen is off the charts. And importantly a nice user base is growing that will support another healthy gen for PlayStation in Japan.

This frog just keep bringing good feelings to my person



duduspace11 "Well, since we are estimating costs, Pokemon Red/Blue did cost Nintendo about $50m to make back in 1996"

http://gamrconnect.vgchartz.com/post.php?id=8808363

Mr Puggsly: "Hehe, I said good profit. You said big profit. Frankly, not losing money is what I meant by good. Don't get hung up on semantics"

http://gamrconnect.vgchartz.com/post.php?id=9008994

Azzanation: "PS5 wouldn't sold out at launch without scalpers."

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Swordmasterman on 05 July 2016

Persona, Final Fantasy and Dragon Quest are coming for the PS4 so lets see how well it sell after those releases.



ZhugeEX on 05 July 2016
Kerotan said:
A very good recovery indeed. I remember all the doom and gloom over the Ps4 sales in Japan 2014 when the baseline was 5k in the slower months.

2015 seen a 100% increase to 10k a week in the slower months and 2016 has seen another 100% increase to 20k a week in the slower months.

It's tracking close to the ps3 which at this stage last gen had blown them a shit load of money in Japan. Profitability wise the improvement to this gen is off the charts. And importantly a nice user base is growing that will support another healthy gen for PlayStation in Japan.

What is happening here lol. 

I don't strongly disagree, but to suggest the Japan console market is in a good place and healthy for PlayStation is a bit of a stretch. 

They haven't done very well at all. Especially with zero competition. 



Nautilus on 05 July 2016

Well, as ZhugeEx said, its quite sad that Sony considers the current number as a big success.I mean, as the market in Japan stands now, it is a decent number, but it is a "farcry" from what it used to be and also compared to the other markets.



My (locked) thread about how difficulty should be a decision for the developers, not the gamers.

https://gamrconnect.vgchartz.com/thread.php?id=241866&page=1

Kerotan on 05 July 2016
ZhugeEX said:
Kerotan said:
A very good recovery indeed. I remember all the doom and gloom over the Ps4 sales in Japan 2014 when the baseline was 5k in the slower months.

2015 seen a 100% increase to 10k a week in the slower months and 2016 has seen another 100% increase to 20k a week in the slower months.

It's tracking close to the ps3 which at this stage last gen had blown them a shit load of money in Japan. Profitability wise the improvement to this gen is off the charts. And importantly a nice user base is growing that will support another healthy gen for PlayStation in Japan.

What is happening here lol. 

I don't strongly disagree, but to suggest the Japan console market is in a good place and healthy for PlayStation is a bit of a stretch. 

They haven't done very well at all. Especially with zero competition. 

Ps4 doing good numbers.  Has a bright gen ahead of it.  It's a good time for Sony in a so called dead market. 



shenlong213 on 05 July 2016
ZhugeEX said:
Kerotan said:
A very good recovery indeed. I remember all the doom and gloom over the Ps4 sales in Japan 2014 when the baseline was 5k in the slower months.

2015 seen a 100% increase to 10k a week in the slower months and 2016 has seen another 100% increase to 20k a week in the slower months.

It's tracking close to the ps3 which at this stage last gen had blown them a shit load of money in Japan. Profitability wise the improvement to this gen is off the charts. And importantly a nice user base is growing that will support another healthy gen for PlayStation in Japan.

What is happening here lol. 

I don't strongly disagree, but to suggest the Japan console market is in a good place and healthy for PlayStation is a bit of a stretch. 

They haven't done very well at all. Especially with zero competition. 

Their numbers are ahead of Nintendo and M$, so they considered PS4 is a big success

But if they compare it to Wii or PS2 sale figure then what we see is game console sales's decline



 

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