INTERVIEW: ANDREW HOUSE, SCEE Open House
Sony bounced back to profit in 2010, due in no small part to the PlayStation business. But how has it done it? Christopher Dring gets SCEE president Andrew House to tell all about this turnaround year
4.1m
The number of Move controllers shipped worldwide
[BIOGRAPHY] Name:
Andrew House
Current Position: SCEE President
Employment History: 1990 - 1995 Sony Corporation (Corporate Communications)
It has taken a while, but GT5 is finally on shelves. Were you ever worried it wouldn’t make it this year? No. We had good conversations with Yamauchi-san and the Polyphony team at Gamescom about the milestones. And there was always very strong confidence it would be out this year.
But with a game of that size and complexity, sometimes you can encounter a few bumps in the road as you approach the end. We have successfully overcome those and were careful of not communicating a revised date until we were certain.
www.mcvuk.com
What about Move, how do you evaluate its launch? To give you a sense of how great consumer demand is, we have had to accelerate a lot of the shipments, and take them from sea-freight to air-freight in order to meet demand. I think we hit the right marketing message in terms of reaching a casual audience but also showing the core gamer that there are great experiences with Move. I had a meeting with Capcom recently, who were just fulsome in their praise of how much Move has positively impacted Resident Evil sales. They were basically saying
Some consumers move more quickly into a digital-only environment but a lot of people are still attached to physical media.
“ Andrew House, Sony
1995 - 1996 Sony Computer Entertainment Inc Marketing and Communications
1996 -2005 Sony Computer Entertainment America VP of Marketing
2000 - 2005 Sony Computer Entertainment America
Head of Third Party Relations and Developer Support Division
2005 - 2009 Sony Corporation Chief Marketing Officer
Worked on: PlayStation, PlayStation 2, PSP
December 17th 2010 37
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