PS VITA: TRADE LAUNCH GUIDE


IT INTRODUCES VARIABLE PRICING


PRICES are a sore subject in the industry. Consumers maintain they are too high, publishers complain that they are slashed too early, and retailers are caught in the middle. Vita solves these problems with variable pricing – RRPs that change depending on the game. So triple-A titles such as Sony’s Uncharted: Golden Abysswill retail at £45, while cash- strapped Vita owners will also be able to pick up


pocket money PSN titles. There are even medium band titles, such as Ridge Racerfor £19.99.


Will we see more future gaming platforms take this approach? Only time will tell. “We have taken a rather, dare I say, intelligent and tailored approach to software pricing this time around,” says SCEE president Jim Ryan. “Rather than just sticking everything out at a double-A price and seeing what works and what doesn’t.”


VITA CAN COMPETE WITH IPHONE AND IPAD


A BOLD claim, perhaps, but not an unreasonable one. The Vita’s touch screen and accessible downloads means the handheld can holds its own against the market-changing iPhone and iPod touch – plus it can provide gaming experiences that Apple’s devices just can’t match. “While we have enjoyed great success with smartphone platforms the opportunity to create and produce higher content games for consumers on portable devices is key for our brands,” says Sega boss Mike Hayes.


PQube’s Dave Pain says: “Vita has to achieve success as a dedicated handheld games device, which people are prepared to pay for in addition to their phone. If there is enough compelling content, that should be possible.” Even developers are hopeful. Icon Games owner Richard Hill- Whittall adds: “I hope Vita will be a much lower risk platform than something like iOS. I firmly believe Sony needs an updated version of the Minis program specifically for Vita – specifically for small, more casual-orientated games.”


VITA BRIDGES THE DIVIDE BETWEEN DIGITAL AND BOXED PRODUCT


SONY HAS promised day and date digital releases alongside retail launches of every Vita title. PS3 dabbled with this strategy


throughout 2011 with titles such as Mass Effect 2 and Infamous 2. But Vita is the first games platform to truly level the playing field between the High Street and the digital marketplace. “We will see how that plays out over time,” says SCEE boss Jim Ryan. “We have also recordable


We have a new –and potentially extremely significant –revenue stream for our retail partners.


“ www.mcvuk.com Jim Ryan, SCEE


media, which retail is very well placed to participate in, in a very profitable manner.


“The digital


download business is there, it is a factor, but equally there’s this new – and potentially extremely significant –


revenue stream for retail partners.” Ryan is referring, of course, to Vita’s proprietary game


cards, which can store DLC associated with the title it houses – something that has intrigued publishers.


THE RISE OF VITA JANUARY 2011


After years of rumour and leaked ‘prototype’ photos, Sony Computer Entertainment Japan finally gives the world its first glimpse of the PSP’s successor, then codenamed Next Generation Portable. The device is described as powerful as a PS3, comes in Wi-Fi and 3G SKUs, and uses recordable cards.


JUNE 2011


Sony officially names its new handheld Vita at E3 2011. Japan is promised a Christmas launch.


AUGUST 2011 Consumers get to try out the device for the first time on the show floor of Gamescom.


SEPTEMBER 2011 Vita’s Japanese release date is confirmed: December 17th, 2011. The launch line-up includes 20 retail games and six PSN titles.


OCTOBER 2011 February 22nd, 2012 is confirmed as the UK release date for PlayStation Vita. The Wi-Fi only model will cost £229.99 while the 3G SKU is priced at £279.99


NOVEMBER 2011 Vodaphone is signed as Vita’s “preferred provider” of 3G connectivity for PlayStation Vita in the UK. The European pre- order scheme begins on November 30th.


DECEMBER 2011


Vita launches in Japan. It shifts 321,407 units in its first two days.


JANUARY 2012 Sony tells MCVit has its “biggest campaign ever” ready to support Vita’s UK launch. The first Vita Rooms event is held in Manchester. The tour will visit Glasgow, Birmingham and London before launch.


Sega West CEO Mike Hayes adds: “The opportunity to mix physical media with downloadable content creates some great gaming opportunities for us.”


FEBRUARY 2012 PlayStation Vita will launch in the UK, Europe and North America with more than 20 games.


February 3rd 2012 9


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