Christmas Success Paves the Way for Next Generation PlayStation Launch
SYDNEY, 17 January 2007 – Sony Computer Entertainment Australia (SCE Aust.) is well positioned for the March launch of its PLAYSTATION®3 platform following the overwhelming success of its Q4 2006 retail and marketing strategy for its PlayStation®2 and PSP® (PlayStation®Portable) platforms, resulting in a 42% share of the total console hardware market for the period. Further, despite the arrival of new next generation home consoles in 2006, the seven year old PlayStation 2 enjoyed 56% of home console hardware sales in the last quarter according to market research group GfK.
Year on year, the home console software market showed marginal growth, however, a standout was PlayStation 2 software sales, which enjoyed growth at twice the rate of the total market. In the last quarter alone, 1.9 million PlayStation 2 software units were sold, accounting for 71% of all home console software units sold during this period. Year on year, total PlayStation 2 software sales grew at a rate of 4.6%.
Out of all the PlayStation 2 software titles sold in the competitive Q4 period, interestingly 72% of these were G or PG rated. This is in-line with the expansion of the games category and, specifically, the popular new genre of 'social' gaming - interactive games that can be enjoyed by all the family. SCE Aust. leads the way in the growth and development of this category, with its popular social gaming franchises including EyeToy®, SingStar® and Buzz!™.
Commenting on a successful Christmas, Michael Ephraim, Managing Director SCE Australia and New Zealand, said “Both our current generation platforms ended the year on a high which will only continue in 2007. With an install base now in excess of 2.2 million units of PlayStation 2, it is very pleasing to see Q4 sales of 1.9 million units of software. This result shows that our substantial range of titles not only appeals to a large number of console owners, but that the first class software available on PlayStation 2 is resulting in a large proportion of consumers purchasing multiple titles.
“The ongoing success of PlayStation 2 clearly demonstrates that the gaming industry is a long haul race, with the platform enjoying a continued lifespan as it matures and broadens its appeal to new audiences. We are committed to maintaining the level of investment and innovation on the platform, with 2007 seeing some fantastic new titles, including the much anticipated sequel to the bestselling God of War, more SingStar® and more Buzz!™.
“The PSP platform also goes from strength to strength as we reap the rewards of our continued investment in software, firmware and peripherals for the portable entertainment device, with consumers appreciating the value and multi-functionality proposition it offers.â€
A recent announcement at the Consumer Electronics Show by Sony Corporation confirmed it had met its forecast of shipping one million PLAYSTATION 3 units to retailers across North America by the end of 2006. This announcement gives a clear signal that production is well on track to meet supply demands for the local launch in March 2007.
Mr Ephraim said, “Our current platforms are clearly driving market growth which is only set to continue in March 2007 when PLAYSTATION 3 arrives in Australia, broadening our offering once again. We will continue to be the only company to truly offer a gaming and entertainment experience for everyone – from hardcore gamers to social gamers to gamers on the go.â€
With the impending arrival of PLAYSTATION 3, the New Year will see SCE Aust. stepping up its marketing and retail activity leading up to the launch of the next generation home console. The first stage is a complete overhaul and relaunch of the PlayStation website (
www.playstation.com.au); uniting support, news and the latest product information for all three platforms on a single site. The site gives consumers the first opportunity to get an in-depth look at the PLAYSTATION 3 console, upcoming software titles and features like the PLAYSTATION®Network and PLAYSTATION®Store. With stage one complete; SCE Aust. is set to disclose further details on activity leading up to the hotly anticipated launch in the coming weeks.
· PlayStation 2 install base in Australia as at January 2007: 2.2 million units
· Quoted results are based on sales data provided by market research group GfK Australia