44 MCV 11/06/10 “3D
MCV INTERVIEW ANDREW HOUSE, PRESIDENT AND CEO, SCEE
WWW.MCVUK.COM
is an too big to miss opportunity that is
Wii sales are sliding and Xbox 360 is showing a year-on-year dip. How has PS3 managed to buck the trend? We are still benefiting from the launch of the PS3 Slim at a different price point. This is related to the fact that we are getting more consumer recognition over the value of the experience on PS3. We are now adding to that sense of value with more and different services. So it’s a combination of the £299 price point, video downloads, catch-up TV, the growth in Blu-ray and our newly- announced art house film service – Mubi. People are starting to see the full picture of what this very powerful device can offer them.
Blu-ray functionality appears to have been pushed aside in favour of your other services. Is Blu-ray still a big USP for PS3?
I think it is one of many USPs. What we have done over the last year is shift our marketing strategy to talk about a
PS3 is the one console that is defying the downward trend and enjoying year-on-year growth, while Sony hopes 3D games and Move can be the springboard to even greater success. Christopher Dring meets SCEE president and CEO Andrew House to discuss the future of PlayStation 3 and what’s next for its troubled PSP platform…
portfolio of entertainment experiences – with gaming at the heart. I actually take issue with the term ’pushed aside’. I think a better way to put it is that we aren’t having to place as much emphasis on communicating Blu-ray because there is a general rise in awareness for it. We are still benefiting from it without having to make it front and centre of the communication.
How does Sony view Move? Is it this major competitor to Wii and Natal or is it more an additional add-on such as what the EyeToy was? I think it is somewhere in between. It would be wrong to deny its EyeToy heritage and we learnt a lot from the EyeToy experience. But Move really is so much more.
There were two things that drove the thinking behind Move, one was that a different control interface doesn’t have to be about party games. If developed in the right way it can
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E3 SPECIAL
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