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Sony: We're Not Creating An Artificial PlayStation 4 Shortage

Here's the business theory:

You withhold a product or a service in order to purposely make it scarce. The result is that consumers believe if something is hard to get, it must be good 'cuz everyone keeps buying it and it's always unavailable. It has been known to happen before, but SCEA boss Jack Tretton says Sony is not utilizing any such practice with the PlayStation 4.

Speaking during the latest PlayStation Blogcast, Tretton addressed the popular idea that Sony has created an artificial shortage of PS4 units:

"Do you create an artificial shortage because you want there to be a feeding frenzy? No you don't. You have competition out there; there are lots of things that people can spend money on, especially during the holidays; and the holidays only come around once a year so that's really when you want to take advantage of the market opportunity."

Therefore, Sony isn't purposely limiting the supply of PS4s; Tretton said the reason retailers are sold out is simply because you need time to manufacture and ship more systems. For example, he said it took "months" to produce the first 2 million consoles that have already been sold worldwide. Tretton did say that more PS4s will be coming in at the end of the holiday season, and another allotment is scheduled to hit shelves in the first quarter of 2014 (January - March).

Oh, and he also said he gave up his PS4 so it could be sold. That's why he still currently doesn't own a PS4. ...but we have this feeling that if Jack Tretton really wanted one, he could find a way to get one. Just sayin'.

Tags: ps4, playstation 4, ps4 sales, ps4 availability

12/16/2013 11:21:45 AM Ben Dutka

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Comments (16 posts)

Norrin Radd
Monday, December 16, 2013 @ 11:45:06 AM
Reply

It wouldn't be the good ole US of A without a conspiracy theory.

Agree with this comment 4 up, 1 down Disagree with this comment

maxpontiac
Monday, December 16, 2013 @ 4:11:18 PM

You know, I sadly must agree with you on that, but plenty of people around the world do the same!

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Lord carlos
Monday, December 16, 2013 @ 11:45:10 AM
Reply

He's probably playing The last guardian & Agent on ps3...or quality assurance

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Cuetes
Monday, December 16, 2013 @ 11:46:31 AM
Reply

IMO being sold out only makes a person who's looking look somewhere else and maybe pick up a system he really never wanted.

People are more likely to gain interest in a product if they believe they are coming off the shelves in the millions (and available) rather than knowing a system exist but they cannot get one for months.

Agree with this comment 3 up, 0 down Disagree with this comment

Dell Taco
Monday, December 16, 2013 @ 11:54:38 AM
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I sure hope they wouldn't use such a tactic. I've been surprised how well the Xbox has been stocked at my local best buy and the gamestops around me. Its sad to think how Sony had such an opportunity to keep its lead in North America if it just had no shortage in pumping them out.

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Axe99
Monday, December 16, 2013 @ 4:28:32 PM

Thing is, though Sony has sold more PS4's in the US than Microsoft - suggesting they've probably shipped more as well. They've done a better job than MS of supply, but demand was higher - don't forget the PS4 has had the largest launch in the history of console gaming - that's hardly the act of an organisation constraining supply!

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JackC8
Monday, December 16, 2013 @ 1:02:57 PM
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Sounds like the kind of silly theory that kids on the internet love to come up with. As if Sony would intentionally keep their product off the shelves when there's plenty of Xbox Ones on the very next shelf.

It takes time to manufacture and ship them and they just launched the PS4 in 12 more countries, that's why there aren't piles of them in every store.

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Axe99
Monday, December 16, 2013 @ 4:29:19 PM

Aye, this is the issue - kids on the internet that don't realise that things take time to manufacture and ship, and that producing millions of anything doesn't just 'happen'.

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MRSUCCESS
Monday, December 16, 2013 @ 2:01:19 PM
Reply

Playstation 4 are available at Bestbuy for those who want to buy one and receive it by 12/24. Just letting you guys know.

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WorldEndsWithMe
Monday, December 16, 2013 @ 4:12:28 PM
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Who wants his old, used system?

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frylock25
Monday, December 16, 2013 @ 4:47:16 PM

He never had one. He had a chance to have his own ps4 and passed on it so someone else could buy one.

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PC_Max
Monday, December 16, 2013 @ 6:04:26 PM
Reply

Umm is it me but Sont could use the Tretton wishing for a PS$ for Xmas as marketting commercial. Too bad they cannot us Kevin Butler as Santa... or the Grinch.

It would make for a comical advert for the PS4.

Keep playing!

PS - hers hoping Tretton gets a PS4 under the tree.

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xnonsuchx
Tuesday, December 17, 2013 @ 7:48:36 AM
Reply

Nintendo did it with the original Wii (I had friends who worked there at the time who verified their warehouses were full of them when retailers were saying they were sold out and didn't know when they'd get more), but I don't think either Sony or Microsoft sunk to such lows.

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ricksterj
Thursday, December 19, 2013 @ 12:09:31 PM
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Call it/put it HOWEVER you want......spin is spin. WHETHER the public "buys it" or not (get it?) is another matter altogether.

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darthadv
Thursday, December 19, 2013 @ 12:21:37 PM
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One thing to note is that I continue to see XB1 commercials all over the place and virtually none for PS4; I would argue if they had them to sell them, they would be advertising much more, but instead are not spending on marketing them because it would be wasted dollars at this point, whereas MS is still trying to move existing product.

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PlatformGamerNZ
Sunday, December 22, 2013 @ 8:05:12 PM
Reply

yeah i'm sure u're right be ben and i don't hink they were holding back if anything they were trying to throw every last ps4 out there they cud.

happy gaming =)

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