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Sony On PlayStation Brand In US: "We're The Challengers"

No good executive underestimates the strength of the competition, despite a boatload of positive headlines and "millions" of pre-orders.

Sony Computer Entertainment Worldwide Studios boss Shuhei Yoshida spoke to Japanese website 4Gamer (as cited by DualShockers), and he specifically addressed the gaming battle with Microsoft, and the current number of PS4 pre-orders. Those numbers are promising, by the way.

He first said the market share in the US is "a little low" as compared to Europe, and maintains that Sony is in fact the underdog in North America, as the Xbox brand holds sway:

"I’m not saying that the PS4 is losing at the moment, but the Xbox 360 was very strong in North America. That’s why we’re working there with the mindset 'we are the challengers.' I think that when you have a strong rival, it’s good for the market as a whole. We want to do our best so that we won’t be defeated (laughs)."

It's true that Microsoft's Xbox has essentially owned the US market throughout the current generation, which was a big reversal when compared with the PS2/Xbox era. This time around, Sony appears poised to reclaim the crown but as Yoshida says, it won't be easy. However, he's certainly right that competition is good in any market; competition often begets quality and consumers benefit.

Do you see the PS4 outstripping the Xbox One in North America?

Tags: ps4, playstation 4, ps4 pre orders, ps4 sales, shuhei yoshida

9/11/2013 9:10:23 PM Ben Dutka

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Comments (21 posts)

Temjin001
Wednesday, September 11, 2013 @ 10:22:06 PM
Reply

I think so, just as long as the third party ports don't have this sort of disparity between platforms as they did this gen.

http://www.youtube.com/watch?v=AGbo50Ar420&feature=player_embedded

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Xombito
Wednesday, September 11, 2013 @ 11:26:36 PM

I never played Battlefield 3 on PS3. What a completely lazy port! Microsoft totally paid EA for the better version! They just don't know the hardware! AAARRRGGGHHH! ;)

Last edited by Xombito on 9/11/2013 11:26:56 PM

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Temjin001
Wednesday, September 11, 2013 @ 11:39:08 PM

Now that the complicated Cell processor has been dropped we should see some closer ports ;)

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WorldEndsWithMe
Wednesday, September 11, 2013 @ 10:24:38 PM
Reply

Competition is usually good but competition with MS typically ruins a good part of the battlefield it is fought on due to their tactics.

Sony's got the right mindset and the right position this time. They've played the long and smart game while MS's games division is hemorrhaging money.

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Masszt3r
Thursday, September 12, 2013 @ 9:09:42 AM

Exactly. It looks like competing with MS automatically gives them an advantage.

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cLoudou
Wednesday, September 11, 2013 @ 10:36:15 PM
Reply

It's gonna be close. People will have a hard time deciding if they want to leave the Xbox ecosystem of friends and achievements. That's gonna play a role in people's choices.

Which console would the casuals, and uninformed consumers gravitate towards? The brand that is more recognized in the US or the cheaper option?

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WorldEndsWithMe
Thursday, September 12, 2013 @ 9:34:44 AM

Stockholm

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JROD0823
Thursday, September 12, 2013 @ 4:52:23 PM

Syndrome. :)

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Simcoe
Friday, September 13, 2013 @ 12:54:56 PM

Well I can say that a friend of mine along with his brother and brother-in-law are fairly casual gamers, (they had an 360 this generation because it came out first), and don't really follow gaming news. All they know about the xbox 1 is all the restrictions and mandatory spying kinect they heard about in the mainstream media back in June, they don't know anything about all the back-tracking MS has been doing. Since then they've only been considering the PS4. That's gotta be the same with a lot of other potential customers MS was targeting their system at.

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PC_Max
Thursday, September 12, 2013 @ 1:07:52 AM
Reply

No I do not think they will out do MS but if done right run along side them in success. A balance of competition. It all comes down to marketing and the games and quality control.

AND listening to the audience... the gamer... mostly.

Keep playing!

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daus26
Thursday, September 12, 2013 @ 3:02:14 AM
Reply

I honestly don't see it at the moment. Microsoft knows they owned a huge part of North America in the PS3/360 era, and their budget for marketing is still plenty. I can only have confidence in Sony if their marketing can match about half of Microsoft's power. If it were equal, Sony would easily be king.

Also, third party exclusives also come into play and something Microsoft has cash for. Companies like EA want the two to be evenly matched, so they'll surely aid Microsoft when needed. It's evident with Titanfall, Fifa, Planets Vs. Zombies, DLCs, etc... everything that has no reason to be exclusive but the $$$$ shown.

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The X Factor 9
Thursday, September 12, 2013 @ 3:42:33 AM
Reply

Who cares? Sony gets all my money this generation.

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___________
Thursday, September 12, 2013 @ 4:24:08 AM
Reply

and yet they treat the US, their LOWEST market like kings, and EU their BEST market like dog dirt!
you say f*ck you $ony says thank you.
you say thank you $ony says f*ck you.
reward the haters, punish the fans.
go figure!

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Kiryu
Thursday, September 12, 2013 @ 8:44:29 AM

dude dude dude whats the problem???

Agree with this comment 5 up, 1 down Disagree with this comment

PANICinc
Thursday, September 12, 2013 @ 4:52:48 PM

Pay no mind to "blank line"
He's a bitter troll. Rarely does he have anything constructive to say.

Agree with this comment 2 up, 1 down Disagree with this comment

JROD0823
Thursday, September 12, 2013 @ 4:54:51 PM

@__________

You should bow before your King before making such statements...

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sobleck
Friday, September 13, 2013 @ 3:23:18 PM

Well despite his/her(im guessing his) profanity. He does have a point. Europe does get the hard end of the stick a lot of the time. Everything is more expensive: games and harware, and we rarely get any of the colorful consoles you guys get. In addition, the UK in particular doesn't get games at the same time as the US, because the games have to be localised for non-english countries.

It very hard to stare at US gamers (virtually, through the written word) knowing they are playing that anticipated game months before you. At least we're only two weeks behind this time. Although the cost of the ps3 in the uk is $553 versus your $399. Not such a great deal over here but same goes for the xb1.

Never the less, we keep calm and carry on

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PlatformGamerNZ
Thursday, September 12, 2013 @ 5:14:29 AM
Reply

it's all about the playstation's success and i think we all know we want sony to gain market share this gen so the games get more attention cos they sud.

happy gaming =)

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Karosso
Thursday, September 12, 2013 @ 2:06:58 PM
Reply

I believe it's possible, but if MS will be giving them away with every crappy PC or laptop you buy from Dell like in the last gen, it will not be a huge victory in the US.
But for the rest of the planet, the PS4 will wipe the floor with the X1 for sure.

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AcHiLLiA
Thursday, September 12, 2013 @ 4:09:59 PM
Reply

And worldwide the M$ Xbox's is the challengers. Sometimes or most it's good to be the underdog.

Last edited by AcHiLLiA on 9/12/2013 4:11:37 PM

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SASSYGIRL82
Friday, September 13, 2013 @ 9:21:03 AM
Reply

Lol many call of duty players have already jumped ship from MS n came over 2 the ps3 so it seems obvious 2 me anyhow

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