‘We’re entering a big bad world where there are no rules’ – Sony

Friday, 24th August 2012 13:15 GMT By Dave Cook

Sony has revealed its approach to delivering a consistent level of quality over all of its formats, from PS3 and PS Vita to Android devices and tablets. PlayStation Europe head Jim Ryan has explained to MCV that the company is pushing its way out of the ‘walled garden’, and into a ‘big bad world where there are no rules’.

Giving gamers a set standard of experience they can depend upon, regardless of platform is a key focus, as is the ability for formats to share games, such as crossplay between PS3 and PS Vita.

“PS2 was not a connected device,” Ryan explained, “PSP was not really a proper connected device. PS3 is and PS Vita most definitely is. So we have the ability now to have devices talk to each other.”

Ryan also placed emphasis on Sony’s mobile strategy, “There are obviously lots of people, whether it is on a tablet or a smartphone, playing games. Sorts of people who a number of years ago were simply not doing that.”

“We see it a real opportunity to take that constituency and offer them a PlayStation experience, whether that is with an emulated virtual dual shock, or whether it is the use of PSN functionality, which will come in the future,” Ryan added.

“We think there is a great opportunity to offer consumers a place where they will be assured of a certain level of quality of android game,” Ryan continued, “presented with a gaming format that is similar to what they’ve experienced in the past.”

“This is new ground for us,” Ryan concluded “It didn’t seem it at the time but these walled gardens are actually nice, cosy places, and we are now going out into the big bad world where there are no rules. We are trying to set those rules.”

You can read the full interview at MCV.



  1. locus2k1

    “It didn’t seem it at the time but these walled gardens are actually nice, cosy places, and we are now going out into the big bad world where there are no rules. We are trying to set those rules.”

    Rule #1 – Kill off Wipeout :(

    #1 2 years ago
  2. Dragon246

    All well and good, but they MUST focus on ps consoles ie. vita and ps3. They must not forget where their consumers lie and what made ps such a big brand. 1st party dev should only develop for ps consoles and PSM should be carried forward using indie and AAA games for 3rd party.
    Unless they want to stab long time PS Gamers in their back and risk losing their faith forever.

    #2 2 years ago
  3. OlderGamer

    Talk about saber rattling. Go team, Go Jim.

    Look talk is talk. You don’t win people back/over by telling them what your going to do. You succide by doing smart things.

    I am telling you Sony, you need to lower the Vita price asap. And the PS4 needs to be priced less then 350usd and should come with a pack in if it is that high.

    Price, it is the most important part of selling games(hardware and software).

    #3 2 years ago
  4. Christopher Jack

    @3, No point in lowering price of Vita until the manufacturing process has cheapened & they can resupply them without taking huge losses. The price point isn’t actually bad for what it offers, remembering the 3DS launched at a similar price offering hardware similar to the iPhone 3GS- you can pick up $50 unlocked mobile phones these days that trump the 3DS in power.

    Nintendo survived that price period on brand power alone- Sony don’t have the same following that they used to & with the rise of tablets & mobile phones, they’re of course going to be hit the hardest. Sony’s best option is to release a new model asap- with fucking built in memory! Early sales will really decide whether the console will survive or not & right now- If I were Sony, I wouldn’t be very confident.

    #4 2 years ago
  5. OlderGamer

    I know CJ. But Sony put too much tech in the Vita and thus can’t lower the price to a point where the average gamer would think about picking one up. One of those things where maybe they can’t aford to lower the price, but I agrue they can’t afford not to. There is only so long they can wait before it is too late.

    #5 2 years ago
  6. Christopher Jack

    @5, I agree with you, but they really can’t afford to do that until they have a new model they can release & that takes time to engineer & pass QA tests, etc.

    #6 2 years ago
  7. Dragon246

    Vita is definitely priced right, but sale of a product depends upon if a consumer thinks the product is worth the money. Vita suffers as alternative like 3ds, although far inferior in hardware, exists at a cheaper rate. Also Sony has always sold their new consoles at a loss in order to gain the critical mass quickly. I don’t understand why they backtracked on such a successful formula. Initial losses leads to long term gain. Vita is the best handheld ever in terms of hardware and I hope it picks up steam soon , if not for anything else just to see the red faces of “analysts” who predicted vitas doom prematurely!

    #7 2 years ago
  8. DrDamn

    I don’t think they put in too much tech, it’s part of what makes the device what it is. What may work for them is the prevalence of mobile phone tech in the machine which may come down in cost to them a lot quicker than any dedicated or bespoke stuff would have. I don’t think they can rely on software to push sales this Christmas. Price point needs to be lower to get into present territory. If they need to then take the hit.

    #8 2 years ago
  9. Erthazus

    PS Vita needs kiler apps ASAP. Young boys and girls are satisfied with 3DS or touch devices.

    Ps Vita dissapoint everybody with it’s software lineup.

    #9 2 years ago
  10. DrDamn

    “Young boys and girls are satisfied with 3DS”

    Now you’ve done it. :)

    #10 2 years ago
  11. lexph3re

    Speak for yourself Erth. I’m quite pleased with the software the device has. I just don’t think parents are willing to put a 300 dollar piece of tech into a child/teenager’s hands like they are with a cheaper device that TO a parent does the same thing as the 300 dollar one.

    It’s like with clothes, you aren’t always going to buy the $100 pair of jeans over the $20 jeans. Even if the $100 dollar ones have a vibrating crouch apparatus

    #11 2 years ago
  12. DrDamn

    “Even if the $100 dollar ones have a vibrating crouch apparatus”

    link pls

    #12 2 years ago
  13. Dragon246

    Day one buy for me!

    #13 2 years ago
  14. DSB

    I was hoping the walled garden would be an analogy for opening the platform up, but it sounds to me like they just want to make even more walled gardens, on even more platforms.

    Kinda disappointing. First platform to open up gets my money.

    #14 2 years ago
  15. ManuOtaku

    I think, and is my humble opinion, that we can discuss that theres a lot of factors like price of the memory cards and the device, the majority of tittles that had been release so far are found on the ps3, therefore it could be some overlap and therefore competition between both sony devices, that theres not enough vita only tittles like gravity rush, and the focus of the vita on bringing the console experience to a handheld device etc, for the situation the vita is right now.

    But As much as those things might have a certain impact on the vita performance so far, which can be debated of course, i think they are also external factors that did made a long lasting impression in the consumers eyes that do not have anything to do with hardware and games, and that it might be overlooked by some, is that sony did not so right moves against consumers with the Other OS situation, the PSP games issue in the vita, and all the PSN outbreak situation, and the posibility that those things combine, put some concerns on a lot of consumers that could have interpreted those actions and situation (PSN Outbreack), like sony doesnt put much focus on their customers and/or their rights as owners, therefore in my eyes, this also might had some impact, not in short term, but in medium and long term, and we maybe are seeing this at this moment with the vita performance, although i grant i can be wrong.

    #15 2 years ago
  16. Gadzooks!

    The whole ‘value for money’ and ‘the price reflects the tech’ argument for Vita is completely missing the most important point that OG correctly pointed out:

    Vita is overpriced FOR THE MARKET because it does indeed have too much tech in it.

    Value is irrelevant. Quality is irrelevant. Games are irrelevant. ALL these things are dependant on the number of units in the publics hands, and the public just wont bite at current prices.

    It took a hardware redesign, removing a whole raft of hardware and features, for PS3 to come off the critical list. What can be removed from PSV to get it to an acceptable price point?

    Sony are incapable of learning. Same tech mistakes over and over.

    #16 2 years ago
  17. DrDamn

    A value version of the PSV? Redesign using less expensive materials core materials, cheaper screen (they did this with PSP). I think the point I made above about more use of more standard tech (particularly mobile tech) in the machine will help reduce costs over time quicker than all the bespoke tech in the PS3. Price point needs to be <£150 for a wi-fi unit including some sort of memory – built in or 4Gb card, and a pre-installed game. Something like Wipeout & Frobisher Says would be good value to cost to Sony.

    #17 2 years ago
  18. Da Man

    Lots of pretentious hot air and bs in there, as always.

    What amazes me about Sony execs is that for some weirdo reason they’re incapable of making even generic PR statements without any of that.. It would be all good if they just hyped their products or used hyperboles, but nope, they have to make some pompous, unnecessary, passionate remark about the world, Mario, love and society, all interconnecting inside the emotion engine.

    #18 2 years ago
  19. Christopher Jack

    The PSV used the right amount of tech, it’s only been since the HTC One X & S that they’ve about matched the PSV & they’re $500+ devices. The problem isn’t it’s value, it’s the lack of consumer interest. They need something like GTA for us Westerners & Monster Hunter for the Japanese to get the core interested. They really do need a new model asap, that’s all I can really say.

    #19 2 years ago
  20. OlderGamer

    Value is a perception CJ. What is great value to you may not be to someone else. It is one of those proof in the pudding things. The reason the public has little interest is because it costs too much. It isn’t because they don’t want dedicated handheld games, 3DS is selling strong.

    In an off the rack world, Sony continues to push specelizied hardware. It just sin’t going to work for them. the reason I say too much tech isn’t because it isn’t awesome. But because it drives up manufacturing costs. They are getting rolled by a less featured system(3DS) because the 3DS is less expensive. That is my proof in the pudding.

    If Sony(or MS) go into next gen with expensive out of reach hardware, both will spin their tires. Current software/hardware will out sell next gen till those prices come down.

    Price, it is most important benchmark in hardware sales.

    #20 2 years ago
  21. DrDamn

    It just has to be entry price to get going properly too. People often don’t see beyond that in terms of extra peripheral costs. Would be interesting to see what percentage of 360′s sold were arcade units.

    #21 2 years ago
  22. Christopher Jack

    @OG, I was using the literal definition. Of course everybody has their own perspective but I was talking purely price for the hardware.

    #22 2 years ago
  23. OlderGamer

    Good point Doc. I know Manu keeps pointing out the price of Vita cards being too high. But he seems to be about the only one. Like you said, most folks get hung up on the initial price of the hardware.

    Interestingly, I bought an Arcade unit at xb360 launch. Not because I wanted one, but because they were sold out of the 2HDD ones. So I went Arcade, then added the HDD.

    #23 2 years ago
  24. Dragon246

    Again, I don’t think its priced wrongly, but cheaper competitors deeply undercut its sales. Also contrary to what some people say, I don’t think new IPs are going to cut it. It requires established brand like MH, GTA, FF etc. for sales, like CJ pointed out.
    At previous years E3, people were like “vita rocks, priced well” . But 3ds price cut changed minds.
    I hope TGS brings some good news.

    #24 2 years ago
  25. DrDamn

    It’s not to do with competitor prices, it’s to do with what the mass market are willing to pay for a handheld. Current price is fine for people who really want one, tech geeks and big fans, but the mass market to get good penetration needs a lower price.

    I had an Arcade unit to start with too – for the very same reasons. Shop had none with built in HDD but just got some arcade units and some separate HDDs. It was just after launch.

    #25 2 years ago
  26. Dragon246

    Lower prices are always good. Let me correct what i said, its priced correctly from manufacturing point of view, but unless they go back to their policy of selling hardware at a loss early, vita will sell meagrely .

    #26 2 years ago
  27. SuperJollyGreenGiant

    Jim Ryan is a jovial bean counter. He was the cheif accountant before his current position, that tells you all you need to know

    #27 2 years ago

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