According to SCEA’s Senior VP of Marketing, Peter Dille, the PS3 and Sony isn’t about being the biggest system around, or being the cheapest system around. It’s all about the Benjamins, baby. Of course, in a perfect world it would be all about making artistically challenging games that are also fun to play, but this is a business here so let’s see where he’s going with this since it’s hard not to argue that the PS3 is in last when it comes to market share.
“I think it’s already well publicized that we have a very clear objective from our parent, Sony Corp., that we’re to focus on a profit objective, and with those marching orders it limits the playbook when it comes to pricing and promotion,” expressed Dille. “Our competition had a very aggressive pricing strategy, but they also were packing two, three, four games in with the unit weekend to weekend with different retailers, and that cost a lot of money. So we had a profit goal and they had a market share goal. We’ve had a very successful year; we had record revenues across our three platforms last year, and our PS3 business was up 40 percent, notwithstanding the tough climate. So we’ve really focused on changing the conversation away from price and trying to communicate the value inherent in the PS3.”
While anyone with half a brain would instantly raise their hand and ask, “But doesn’t a larger market share mean more profit?,” looking beyond the obvious brings us to a conclusion that Sony doesn’t want to be seen as competing anymore. Hell, the whole “we’re not competing” thing worked for the Wii. Dille also goes on to discuss that the PS3 is a great deal despite the high cost (which it is, even if that whole 10-year life span thing is a bit suspect). Me thinks he doth protest too much, in fact. Starting to sound like SCEA is trying to rationalize the high price while desperately wanting their Japanese overlords to give them a price cut.