PDA

View Full Version : PS3 launch in Australia FLOP


Sgt_Pitt
03-27-07, 04:50 PM
ahah read this sad article from the Age newspaper in Australia and thought i'd share

Quote - The Age:
__________________________________________________-

The launch of Sony's PlayStation 3 games console got off to a feeble start last night with officials, media and security outnumbering customers for most of the evening.

Over 500 retailers around the country threw open their doors as the clock struck 12:00am, expecting the frenzy that accompanied the games console's overseas debuts.

But most stores were virtually deserted, despite the 20,000 pre-orders Sony said it had received.

Even at the official launch event held at Myer's Pitt Street store in Sydney's CBD and attended by Sony's local managing director, Michael Ephraim, media and security outnumbered PS3 fans until at least 11:00pm.

At midnight, about 40 PS3 buyers had arrived to collect their consoles, causing distress for the army of camera crews who turned up expecting to capture launch mayhem.

Desperate producers unashamedly asked the crowd to fake excitement when the cameras were rolling, while a team from 2Day FM let out bogus cheers to convince their radio listeners that a launch extravaganza was underway.

The scene was a stark contrast to the US launch in November last year, where one man was shot by thieves and fights broke out over limited stock.

In Britain, where the PS3 was also launched today, two major Oxford Street stores in London - Game and HMV - cancelled their launch events amid police fears of muggings.

Danny Zarka, 31, was first in line to collect his PS3, which was handed to him personally by Mr Ephraim and Myer CEO Bernie Brookes.

The advertising executive from Pyrmont was shocked because he had arrived after 9pm, yet still found himself at the front of the queue.

"I'm surprised there aren't more people here, I thought the place would be packed," he said.

The PS3 launches with a total of 30 games, each with a recommended retail price of $99.95.

One of those games is Gran Turismo: HD, which Sony is offering free - as a download from the Playstation Network - to all PS3 buyers.

And Sony said the first 20,000 people to register their PS3 online would receive a free copy of the latest James Bond movie Casino Royale on Blu-ray disc.

From today, Sony will launch into its $6 million marketing campaign, which it hopes will convince the public that the PS3 is not just a games machine but an all-in-one home entertainment system.

The campaign will stress the inclusion of a high-definition Blu-ray disc player, sleek design, 60GB hard drive, web browser and, most importantly, the PS3's ability to act as a multimedia hub for organising photos, music and movies.

This is crucial if Sony is to convince consumers that the PS3's $999 price tag is justified, in the face of the $650 Xbox 360 and $399 Nintendo Wii.

A Sony spokeswoman said: "The marketing tag line for PlayStation 3 is 'This is Living' and you'll see this develop with time to include broader messaging beyond gaming enthusiasts; after launch we will begin our approach to communicate with entertainment enthusiasts and beyond."

Travis Johnson, a veteran advertising executive at Universal McCann, was partly responsible for the Xbox 360's launch marketing campaign. He described Sony's $6 million budget as "sizeable", and said the Xbox 360 only launched with a $1 million marketing spend.

The PS3 was originally slated for release locally on November 17, but this date was pushed back to today due to production delays.

It has meant the Wii and Xbox 360 have a significant head-start in the next-generation console wars - the Wii has been on sale since early December, while the Xbox 360 has its first birthday next week.

Another potential stumbling block for Sony is the fact that it has priced the PS3 higher in Australia than it has overseas. The console sells for just 60,000 ($630) in Japan and $US599 ($740) in the US.

Mr Ephraim said in an interview last month the higher price was justified because factors such as Australia's currency exchange rate and small population size when compared with the US led to a higher cost of doing business.

Owners of the previous PlayStation, the PS2, should also bear in mind that PS2 games will not necessarily be compatible with the PS3.

A full list of compatible games can be found here - 1782 PS2 titles are listed, which represent the majority of the 2308 PS2 games that Sony shipped to Australia.

Zelda_fan
03-27-07, 04:52 PM
3 - 2 - 1

que |MaguS| for the official Sony excuse

ViN86
03-27-07, 04:53 PM
lol cant win em all eh?

evilchris
03-27-07, 05:15 PM
Desperate producers unashamedly asked the crowd to fake excitement when the cameras were rolling, while a team from 2Day FM let out bogus cheers to convince their radio listeners that a launch extravaganza was underway.


:udawg:

evilchris
03-27-07, 05:16 PM
3 - 2 - 1

que |MaguS| for the official Sony excuse

"Sony intentionally arranged this. This was expected and is actually good news."


Something like that. I should have found a way to use "alot" though.

OWA
03-27-07, 05:20 PM
Yay for the bobbsey twins. You do yourself proud.

Bman212121
03-27-07, 07:33 PM
How many people even live in Aussie land anyway? I'm not really suprised about it because when you consider Europe's dense population, it would only make sense they aren't going to sell that many consoles. Once you leave the coastal area, say hello to the outback. :)

Oh and, I'm sure BearCrainger was probably too busy to go to the launch. :p

And yes, MAG-NUS is probably going to swoop in here soon enough, he's been on a rampage lately.

ENU291
03-27-07, 09:06 PM
And yes, MAG-NUS is probably going to swoop in here soon enough, he's been on a rampage lately.QFTMFT (used with DD's permission..I hope!)

Amuro
03-27-07, 10:02 PM
How many people even live in Aussie land anyway? ...
Population is very small, smaller than Taiwan's.