4 MCV 10/09/10 NEWS [LEADER]
INDUSTRY IN MOTION THE TRADE will be treated to a good old fashioned format war next week when Sony steps into the motion controller ring – toe-to-toe with Nintendo, and two months before Microsoft’s Kinect debuts. It’s been a long time coming.
For ages the Wii’s controller has been its unchallenged point of difference, and as we approach Christmas both Sony and Microsoft plan to eat into that margin. Their strategies could not be more of a contrast. In one corner is Sony. Move is hugely similar to the
Wii, but a much more precise, refined version. PlayStation’s new technology has been developed totally in-house by its teams in the UK and US, completely under SCE’s control. And the marketing and delivery of it is clear and aimed at a slower burn from day one and beyond; there hasn’t been much pre-release noise. Ultimately, this is another extention of what PS3 offers – like 3D, Blu-ray or iPlayer.
“Move and Kinect are crucial releases. Only PS3 and 360 have seen hardware sales up year-on-year in the UK. Plans to widen the abilities of both further will be welcomed.”
Microsoft’s game plan has been the opposite. Kinect is almost esoteric, and aims to push motion control to another level. It’s a gambit on the future of technology, not the present. And its tech has been assembled via acquisitions and third-party deals; there are a lot of moving targets. The hyperbole around it has been sustained since its E3 unveiling in 2009. It comes as a reboot for the 360 five years after the console’s launch. Is Sony playing it too safe to treat Move as an
expansion of the PS3, not a format relaunch? Has Microsoft banked too much on a direction- changing device that has many working on it say must be experienced to be truly understood? Neither strategy is wrong – but both are crucial. Right now, only PS3 and 360 have seen hardware sales up year-on-year in the UK. Plans to widen the abilities of both will be further welcomed by retail. And the current big hits outside the traditional
world of gaming (iPhone, FarmVille) say that strength lies in the element of surprise. Both Move and Kinect have technical capabilities that have the potential to surprise mainstream consumers and established gamers. I, for one, am someone who wants both – but then I always do. You’d bloody hope the editor of MCV is interested – the trick is attracting casual and Wii owners and those unconvinced by games. Fittingly, Sony has the first mover advantage – that might be all it needs to loosen Wii’s grip and fortify against 360. However this latest hardware head-to-head plays out, it’s certain that, against a backdrop that also includes some key releases, we’re in for a hell of a time during the run up to Christmas.
Michael.French@intentmedia.co.uk
by Christopher Dring
GAMESAID has thanked retailers for their support in making the PS3 Triple Pack a hit, with sales set to surpass £100,000.
The money raised has gone straight to support Paddington Academy, which this week posted impressive exam results in the GCSEs and A-Levels. 94 per cent of students in the school achieved five or more A* to C GCSEs (including English and Maths), an increase of 34 per cent compared to 2009.
In last week’s A-levels, the Academy boasted a 99 per cent pass rate.
“All of the trustees,
ambassadors and members of GamesAid would like to thank all those who have helped make the PS3 Triple Pack a success and we really hope sales will continue through peak,” said GamesAid chairman Andy Payne. “We are on schedule to make in excess of £100,000 from the initial launch sales which will be put towards our continued support of the Paddington Academy.
“In no particular order we’d like to thank Sega, Square Enix, Eidos, Codemasters, Sony Computer Entertainment, The Producers, Mastertronic, Indigo Pearl, Eurogamer Network, Intent Media, Future Publishing, Fink, GAME, Tesco, HMV, ASDA, Music Box, Game Connection, Morrisons, Insane Games, Advantage, Grainger Games, Simply Games, Amazon,
Play.com, Barkman Computers, The Hut, Gameseek, Shopto, Dixons Stores Group, Start Up Software and many more.”
gamesaid@gmail.com
Gametail plans to conquer Europe
NEW ONLINE retailer Gametail is already preparing aggressive expansion across the continent – just a week after making waves with cut- price promotions
Gametail generated a lot of buzz this week with one- day-only bargain deals – including Halo: Reach for £31.99 – used to trail its brand before official opening. The company doesn’t
properly go live in the UK until September 17th, but has already set its sights on the big European territories, and says it will establish a presence in each.
Gametail aims to break into the UK, France, Germany and more
“We hope to break into five key European markets within the first 18 months: UK, France, Germany, Netherlands and Spain,” said Gametail director Adam Harris. “To support this the website will be launching in multiple languages and accepting payments in both pounds and Euros.” Harris says the site will reach out to consumers directly: “Whilst the majority of our marketing will focus on social activities, you will also find us at all European trade shows and pro gaming events.” Gametail: 01708 300301
Thank You
GamesAid praises retail for stocking PS3 Triple Pack, raising £100,000 for sponsored school Paddington Academy
WWW.MCVUK.COM
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