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PS3 Aiming For A "Slightly Younger Demographic"

Or at least, that's what Sony boss Jim Ryan says. It's more about a particular price point and attractiveness to families.

According to GamesIndustry.biz, Sony is looking to target a "slightly younger demographic" with the PlayStation 3, but at the same time, the core gamer "will not be neglected."

Ryan said the "true success" of the PS3 hasn't been seen in the UK due to the price. As Sony has reminded us in the past, the PS1 and PS2 didn't really start pushing lifetime astronomical numbers until they had dropped to a relatively low price point (£129 and below in the UK). About the younger audience direction, Ryan said:

"I think you'll see us taking the console more towards a slightly younger demographic. More family market. The core gamer will absolutely not be neglected. There's going to be tons of great stuff for the core gamer but from our own studio, third parties there's some quite interesting stuff happening in a number of areas which would allow us to open up a market that we accessed pretty successfully on both PS1 and PS2 but haven't yet got to on PS3."

As usual, when something is only $100 or $150, it's far more likely to sell than if it's $300. It's also more likely to be interesting to families, which often have budgets, and are looking for a family-oriented entertainment device that won't break the bank. Of course, we still want God of War and Killzone but don't worry, we'll get 'em.

Tags: ps3, playstation 3, ps3 sales, ps3 demographic, ps3 audience

12/5/2011 10:23:42 AM Ben Dutka

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Comments (35 posts)

Beamboom
Monday, December 05, 2011 @ 10:44:20 AM
Reply

Quote, "There's going to be tons of great stuff for the core gamer but from our own studio, third parties there's some quite interesting stuff happening <etc>"
This sentence didn't make much sense to me, looks like there is something missing?

Is he saying that core gamers will find third party titles interesting while their own studios focus on family friendly entertainment, or the other way around, or something completely different? :D

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Killa Tequilla
Monday, December 05, 2011 @ 10:54:31 AM

The world may never know... How many licks it takes to get to the center of a tootsy roll lollypop that is...

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WorldEndsWithMe
Monday, December 05, 2011 @ 11:38:12 AM

Yeah that's gobble-dee-gook

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SvenMD
Monday, December 05, 2011 @ 2:56:53 PM

Mr. Owl said it was 3 licks.

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Underdog15
Monday, December 05, 2011 @ 3:11:10 PM

1....
2....



CRUNCH

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Beamboom
Tuesday, December 06, 2011 @ 11:36:43 AM

The funniest thing is that a Norwegian gaming site has quoted this story too, and the translation to Norwegian has the same kind of illogical jump in the sentence.
Seems they had no idea what's really meant here either so they just left it as it is. :D

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Kingnichendrix
Monday, December 05, 2011 @ 10:53:57 AM
Reply

This sounds bad....

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Underdog15
Monday, December 05, 2011 @ 11:05:58 AM
Reply

This sounds good....

And it's true. There is a huge amount of variety, but think about the AAA games... aside from LBP, there isn't much for the younger crowd. A huge amount of AAA titles are rated M, afterall. I believe Sony when they say they aren't going to ignore their current fans. Afterall, when it comes to technology, Sony always aims to be best in every department. Not just games.

Last edited by Underdog15 on 12/5/2011 11:07:26 AM

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Clamedeus
Tuesday, December 06, 2011 @ 7:12:40 AM

Agreed. I highly doubt Sony will ignore it's fan base. People are looking way too deep into this.

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Underdog15
Tuesday, December 06, 2011 @ 9:45:33 AM

I don't care about downvotes, but I would be interested in hearing -why- people disagree on this particular topic. I don't see how you could realistically come to any other conclusion than what I have just now.

Wii marketed to children and families... that equaled incredible sales despite inferior hardware (statistically speaking for objectivity of course).

Now 360 is marketing at families, and their sales are rising.

Sony is still rising internationally, but in NA, they have been dropping. Sony is the only one not marketing to families.

The hardcore will always be focused on by Sony. But they -should- spread their wings to bring in more sales. More sales = more money in the industry = higher quality productions and more risks.

Last edited by Underdog15 on 12/6/2011 9:48:06 AM

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Ludakriss
Wednesday, December 07, 2011 @ 4:34:07 AM

Perhaps I agree with Clamedeus. I might be getting all worked up for naught.

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Underdog15
Wednesday, December 07, 2011 @ 10:12:13 AM

At least you care, though. As long as gamers continue to care, there will be a voice for the hardcore games.

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SoulController
Monday, December 05, 2011 @ 11:33:32 AM
Reply

He has a point. Anyone else notice the high sales the 360 is receiving lately? Yes I know the holidays are here but its being pushed in gaming ads as a family system. In my opinion the 360 is a casual system at this point. Especially if you compare it to the PS3's exclusives

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Excelsior1
Monday, December 05, 2011 @ 5:37:58 PM

Yes, I have absolutely noticed the spike in 360 sales. The 360 sold over 800,000 units on Black Friday in NA alone. Nearly 1 million units in that single week. That is the biggest week in Xbox history according to MS. Also, 750,000 Kinect units were sold that same week not including 360 bundles. Another intreresting fact from MS is that 60% of the 360's sales in that time period were Kinect bundles. Maybe I underestimated Kinect.

Sony does not release its console sales anymore in NA, but those numbers are easy to find on sites like CVG, Games Radar, and Eurogamer.

NPD Results US/NA 10/2011 Hardware Sales(year on year change) Source;Eurogamer

360: 393k(+20.92%)
3DS: Above 250k
Wii: Under 250k(+7.75%)
PS3: Under 245k(-2.0%)
NDS: Under 180k

I triple checked these numbers just to make sure they are accurate since I have messed up the years before. I know it's not November's sales, but it's still an important month in terms of holiday sales. It also kind of gives one an idea of what Sony is up against in NA. How the Wii manages to outsell the PS3 in any month boggles my mind at this point in the console cycle especialy when you factor in the PS3's recent price cut. Don't get me wrong, I do not dislike the Wii, but it is older from a technological point of view. So much for it being a fad. It must be the fun factor. Nintendo also enjoys very strong sales during the holiday period.

That kind of leads into Sony's choice to aim for a younger demographic. That is a very wise choice since it's pretty clear that Nintendo and MS are more popular with younger gamers. I know it might mean more screaming kids with headsets, but those same screaming kids also get their parents to buy them videogames and consoles. One the most time tested ways to sale consoles and videogames in the business.





Last edited by Excelsior1 on 12/5/2011 6:20:26 PM

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WorldEndsWithMe
Monday, December 05, 2011 @ 11:37:07 AM
Reply

Queue the shovelware for the end of the generation...

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Qubex
Tuesday, December 06, 2011 @ 12:01:36 AM

Pretty damn sad isn't it :(

Q!

"play.experience.enjoy"

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Underdog15
Tuesday, December 06, 2011 @ 9:49:00 AM

PS2 had a ton of shovelware at the end... but it also had a few gems at the end... cue DQ8.

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sonic1899
Monday, December 05, 2011 @ 1:11:42 PM
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Oh, god, please no. We don't want PSN to degenerate into XBL with more screaming, racist kids and music playing in the mics. Plus shovel-ware will start tainting the brand.

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BikerSaint
Monday, December 05, 2011 @ 1:34:35 PM
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Please Sony, make sure that you've got enogh quality control in place to stomp out any shovelware before it even has a chance to start.

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JLB1
Monday, December 05, 2011 @ 1:38:06 PM
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I'm okay with a company taking interest in a younger demographic, as long as the core fans aren't left in the dust.

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SvenMD
Monday, December 05, 2011 @ 3:00:49 PM
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From a business standpoint, they have to do this. Microsoft is killing them in the "family" market because somehow they brainwashed the public into thinking the Kinect is the best thing since....well, the PSEye, but I guess no one knew about that thing...

Sony has to take back the family to really try and dominate this generation.

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Neurotoxiny
Monday, December 05, 2011 @ 3:30:43 PM
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There really is a lacking in terms of the younger demographic... hardly any games out there are rated E anymore...

And some of the best games on the PS1/PS2 were E (Crash Bandicoot, Ratchet and Clank, Sly Cooper, Lego Star Wars, Rayman)...

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Kingnichendrix
Monday, December 05, 2011 @ 3:43:42 PM

Its true but how many kids even play E rated games

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Alienange
Monday, December 05, 2011 @ 4:07:59 PM
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It's about time. You think my four year old can't tell the difference between the graphics in my games and the crap she has over on the Wii ?

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NoSmokingBandit
Monday, December 05, 2011 @ 7:01:12 PM

After all, graphics are what matters most.

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Clamedeus
Tuesday, December 06, 2011 @ 7:29:08 AM

Gameplay>Graphics

At least for me anyway.

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Beamboom
Tuesday, December 06, 2011 @ 11:37:54 AM

Totally agree Clam - as long as it is good *enough*.

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SirLoin of Beef
Tuesday, December 06, 2011 @ 12:58:38 PM

For young kids, I think that graphics does play a more important part of which game they like more. And no, I'm not basing this one any scientific study, just casual observance of little kids and how they seem to be attracted to more colorful and vibrant-looking things.

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NoSmokingBandit
Monday, December 05, 2011 @ 7:00:42 PM
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I'm not sure if i understand this "core" or "hardcore" gamer thing yet. So family-friendly games arent "core" games? Are only M rated games "core"? God forbid we have a company focus on games that arent all tits, blood, and cursing.

Everyone just needs to shut the hell up and enjoy games. Not "core" games or "casual" games or any of that nonsense. Games are games, enjoy them.

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Underdog15
Tuesday, December 06, 2011 @ 9:54:05 AM

From a debating standpoint between gamers, you have a point. Arguing core vs. hardcore is juvenile.

However, from that marketing standpoint, it makes perfect sense. When they speak of "hardcore" in the sense they are referring to now, that means games with high production values that require a commitment and require a certain degree of skill and time to complete. For example, inFamous, Uncharted, etc. etc. They are also typically aimed at the 18+ demographic at people who are already into gaming.

"Casual" in this sense refers to family friendly gaming, or games that you simply pick up and play. You don't have to complete a long story or campaign, and it operates favorably for more than one person in front of the screen. Examples might be Sports Champions, Trivial Pursuit, dancing games, Rock Band, etc. etc.

When they talk about it, it makes perfect sense to me, and it's marketed at comPLETELY different demographics. So it should not be ignored, as you suggest, as the product of such discussion will result in completely different experiences being developed for your console.

Last edited by Underdog15 on 12/6/2011 9:55:29 AM

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ulsterscot
Monday, December 05, 2011 @ 8:38:30 PM
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I really hope kids stick to wii and xbox - the main reason my buddies and I use PSN to play COD is because there are way less annoying kids and teenagers playing.

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Underdog15
Tuesday, December 06, 2011 @ 10:02:03 AM

Certainly are fewer. I still rarely run into intelligent conversationalists. I still get told I should enjoy a good sized penis on a regular basis.

There are a lot of people without mics, though. I bet those are the nice people.

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Rogueagent01
Monday, December 05, 2011 @ 9:13:54 PM
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If all they wanted to do is bring the price down to help it become more family friendly i'll be fine with that. However I don't want to see them or third party companies going out of their way to cater to kids. There are a lot of kid type games out already and sure they could use more but that will happen over time, there is no need to focus on them at this point.

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Qubex
Monday, December 05, 2011 @ 9:26:04 PM
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This makes me sad to hear... I already feel Sony is neglecting its PS3 user-base. I hope we are not forgotten. As most of us have agreed here... the PS3 is only starting to take off... look at the incredible games being released... such a shame.

Maybe it is time to sell the PS3's and get ready for the PS4 revolution :(

Q!

"play.experience.enjoy"

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___________
Tuesday, December 06, 2011 @ 1:15:23 AM
Reply

oh lord, $ony really are turning into ninty!
sigh, this is exactly why something cant be popular, because as soon as it is its milked to high heaven, and spawns so many copycats!
when can we have the $ony that brought a pigs head to a games launch back?

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