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Sony Corp.’s next-generation PlayStation is still more than a year away, but its marketing strategy against newcomers like Google is already clear: Focus on hard-core gamers who obsess over the latest features. Sony Chief Executive Kenichiro Yoshida has even called the PlayStation a niche product, aimed at serious players. “Details when making games have become more important than ever,” he said at a recent company strategy briefing. The company talked up the specs of the next PlayStation such as “ray tracing,” which is used for optical effects such as showing the play of light on characters’ faces when they move about a candlelit room. […]
Sony sees Microsoft as its main competitor in the next generation, with Google a potential threat in the mid- to long-term as internet technology advances, one company official said. Nintendo Co. isn’t perceived as a major rival, the person said, because its main users tend to be younger than PlayStation’s core demographic. A second Sony official said the company believes people buy a videogame console to play graphics-heavy games. […]
Sony is concentrating its attention on large software publishers as it gets ready for the next PlayStation, according to executives at Sony and software makers. In general, publishers want their games on multiple platforms to maximize sales, while console makers look to make deals for exclusive content or an initial period of exclusive sales. […]
Sony still welcomes games from independent studios, the first Sony official said, but the emphasis is on strengthening relationships with large publishers since resources are limited. The thinking is, the official said, that people buy a console to play high-quality games available only on that platform, not smaller games also available on smartphones. […]
Hideki Yasuda, an analyst at Ace Research Institute, said he believes Sony’s stress on large-budget games could lessen variety and lead some customers to switch to rivals such as Nintendo. In contrast, the second Sony official said he expected smaller games would still be released for the PlayStation, even without extensive Sony support, because the popularity of PlayStation makes the platform hard for smaller game developers to ignore.