In a recent Forbes interview, Tretton is quick to mention the "skyrocketing sales" of Sony's flagship console, and he hopes the "It Only Does Everything" marketing campaign might cause retailers to place the PS3 in both the Blu-Ray and Digital Camera sections of their stores. As for the competition, when asked what he thought about Microsoft, Tretton said, "I love their money." Basically, he means they can be "more patient" and the company "is prepared to go at it from a very steep curve in terms of profitability." He considers Nintendo to be the polar opposite, in that they stick to what they're good at by delivering a "casual, youth-oriented entertainment experience that's very enjoyable after 20 years." And best of all, "they make money; they print money." So how does he view his own company?
"We see ourselves somewhere in the middle, we don't have unlimited money [like Microsoft], we cater to a more mass market audience [like Nintendo], and we are willing to take more risks than Nintendo is... We like to say that the environment where PlayStation wins is best for the industry, because we have a brand that can play on a worldwide basis, young and old, male and female, where our competition tends to be relegated to select regions or to select consumer audiences."
