Sony boss outlines PS3 rescue plan

June 22, 2007

Sony boss outlines PS3 rescue plan The PS3 is sitting in third place behind both the XBOX 360 and very popular Nintendo Wii. Sony CEO Sir Howard Stringer is not bowing down to defeat and has outlined a plan to save the ailing console. Stringer holds both US and British citizenship but he played that down saying “I am not a foreigner. I am a Sony warrior.”

He may be a Sony warrior but he has quite a bit of work to do. To that end, Sony is preparing to release at least 380 new games for the PS3 but only 145 will be headed to the US, whether any of them are good or not is another story. It wouldn’t make much sense to release a lot of bad games, all Sony needs to do is release a few blockbuster hits, preferably not based on movies.

Currently there are 150 titles available for the PS3, including downloadable content. I can name only one good game on the PS3, Resistance: Fall of Man, if you own a PS3 you had better own that game as it’s really the only one worth owning, in my opinion.

“Attractive game software is the key to accelerate PS3 growth over the next year,” said Stinger at the annual shareholders’ meeting.

Despite those 150 titles and upcoming games, there is still a lack of good games for the PS3 compared to other consoles like the XBOX 360 and Wii which have contributed to the PS3 not being that popular as well as its relatively high price tag.

Sony’s game division still isn’t turning a profit, especially on the hardware side. Most revenue for consoles comes in through the games. Nintendo is able to make a small profit on the Wii itself where both Sony and Microsoft are losing money on the consoles; Microsoft is able to make some of it back in the games and Sony, well, its all in the red.

“All the production problems have been solved. We are making a comeback already,” promised Stringer.

“We always lose money in the hardware initially, and we recover that money gradually, we believe that the PS3 going forward will be vital to our future, and succeed.”

Success is relative, for Sony, its goal should be to start turning a profit in the games division or, at the very least breaking even. As far as this round of the console wars goes, Sony is going to have a tough time clawing back market share from the outrageously successful Wii, though Stringer – the “Sony warrior” – is showing that Sony still has a lot of fight left.

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