PlayStation Mobile is Sony going beyond “the traditional narrow world” of consoles, says Gara

Friday, 5th October 2012 17:18 GMT By Stephany Nunneley

PlayStation Mobile is Sony’s way of branching out from “the traditional narrow world” of consoles, UK boss Fergal Gara has said.

Speaking with Eurogamer, Gara it’s part of Sony’s plan to “serve consumers well by being where they want to be.”

“Gaming habits are evolving at a hell of a pace, faster than ever before,” he said. “Almost every device is a gaming device in some shape or form. People are choosing to game left right and center.

“We want the PlayStation brand to be where consumers are. So we’re going to have to evolve our business models. We’re going to have to reach out beyond the traditional narrow world of, we do consoles underneath tellies full stop. We’re taking our brand out, whether it be through PlayStation Mobile or through cloud techniques or acquisitions. That’s the goal.”

Gara said branching out will keep Sony from relying just on consoles and handhelds in order to sustain the PlayStation brand.

“Do we want to be relevant in the future to the world of gaming? Absolutely,” he said. “Of course we do. Do we have a great strength in handheld and home consoles? Yes we do. But will that be enough on its own? Well no, not necessarily. So we’d like to be as relevant as we possibly can be. PlayStation is a great gaming brand, but it can’t become irrelevant by only doing things one way when consumers do things many ways.

“PSone Classics can come into that world. It becomes all the more relevant to people and the way they are gaming today, getting into all those other devices. The minis program keeps going. They’re not included in PS Mobile yet. Could they be and what content would be loaded in? That will continue to evolve over time.”

PlayStation Mobile launched this week.



  1. monkeygourmet

    People still aren’t clear on the cross branded Playstation Products.

    They have done little to advertise the tablet or phone features, then new models come out within 6 months and render them out of date.

    Sony need to get there shit together regarding the Playstation brand. They seem to enjoy throwing money at awful ideas which they don’t even bother to follow up.

    I’d having no confidence in buying any Playstation branded device.

    #1 2 years ago
  2. OlderGamer

    “We want the PlayStation brand to be where consumers are. So we’re going to have to evolve our business models. We’re going to have to reach out beyond the traditional narrow world of, we do consoles underneath tellies full stop. We’re taking our brand out, whether it be through PlayStation Mobile or through cloud techniques or acquisitions. That’s the goal.”

    Then perhaps Vita should have been different. I agree with MonkeyG, Sony seems a day late and dollar short. A good half a step behind.

    #2 2 years ago
  3. monkeygourmet

    I feel the tech side of things pushes the marketing side of things too quickly.

    Devices never get established or advertised and never reach there full potential.

    This is where apple gets it right. There’s no confusion, things just work and purchases are easily transferable.

    Some of the Sony tablets could be great with proper direction. Unfortunatly they mention them, then toss them on the pile and move on to the next device that’s popular.

    This is going to cost the brand dearly next gen when MS and Apple are fighting for control of your home media.

    #3 2 years ago
  4. Gadzooks!

    Playstation decoupling from hardware could be the best thing to happen to them since the PS2.

    All the problems Sony have had this gen are to do with their awful hardware. Their software and services have saved them from collapse, but that’s happened despite the PS3 not because of it.

    I’d love them to abandon hardware altogether and focus purely on Software. I think they could really get their mojo back without that restriction.

    #4 2 years ago
  5. ManuOtaku

    #4 Gadzooks if SEGA is an example to go by, i dont think nothing good will come out of it, and neither will bring their mojo back, and if Sony or Nintendo go software only, that will mean the dead for any of them in the long term, i dont wish this situation for any of them, i dont put microsoft because i think they are the less likely to go that route and they are not that strong in the development of first party software, like they once were, but i neither want that for them neihter.
    p.s and just to say it iam hoping for SEGA coming back to the hardware business too.

    #5 2 years ago
  6. Gadzooks!


    A new SEGA console could shake things up. I doubt they will though, sadly. Once bitten and all that.

    #6 2 years ago
  7. monkeygourmet


    Maybe a relaunch a bit like the Neo geo portable.

    I for one know a lot of people that would buy a nice looking Sega console that specifically ran Naomi board arcade games.

    It could contain an arcade stick and a zapper.

    All HD remastered versions of there arcade games running in 1080p at 60fps would be great:

    Jambo! Safari
    House of the Dead 4
    Club Kart
    Wild Riders
    18 Wheeler
    Plus loads more! :)

    #7 2 years ago
  8. Dragon246

    Tsk Tsk
    All that sony doom and gloom again.
    I was waiting for the first commentators, and the list was very familiar and expected.
    For your kind info, ps3 had sold 65m+ ltd. And thats their poorest performance with a home console. Both ms and ninty had 20m sales with xbox and gc. Did they leave the market, NO.
    Ps brand will remain as long as sony does, even after that I dont think ps brand will die.
    Not expecting much from sega. They even delayed the release of Anarchy Reigns when its completely localised.

    #8 2 years ago
  9. Da Man

    Even kids these days are sad hypocrites.

    Xbox sold 23 million in 4 years.

    Playstation is dying and you know it.

    #9 2 years ago
  10. Christopher Jack

    Sony isn’t going anywhere whether you like it or not. There will definitely be a PS4 & PSN will remain free (where are these fools getting the idea that MP will cost extra???). A sequel to the Vita is looking unlikely at this point- shame because it’s a nice piece of kit but just needs to be more accessible (price drop, more games- particularly exclusives[quality ones unlike Black Ops Declassified, I reckon Modern Combat 3, the Android/iOS game looks better]).

    #10 2 years ago
  11. Da Man

    Yes it is going, very far away. All it needs to do that is Pos4 to flop the same way Posv did.

    Gaming scene will be a lot better without unnecessary hardware companies. After the colossal failure of teh Cell they are just selling another smartphone with two analog sticks and are going to become a second Xbox now.

    Oh well, people do need something to devote their inane passion to :(

    #11 2 years ago
  12. Christopher Jack

    So why do people prefer MS to last in the console scene over Sony? Both are evil corporations with similar approaches but at least Sony doesn’t charge to play online.

    #12 2 years ago
  13. speedxl01

    @12 Because MS spend a lot of money on marketing, so it doesn’t matter if you get fckup, marketing says its cool, hehehe.

    #13 2 years ago
  14. Dragon246

    “Xbox sold 23 million in 4 years”
    And ps3 sold 40 million in 4 years…
    Even Da Men here are stupid retards.
    You are the biggest troll on this site, admit it.

    #14 2 years ago
  15. Da Man

    You said they sold 20 million, implying lifetime figures, I’m no troll. Xbox was on the market for a very limited time.

    Silly kid.

    As for preferring MS over Sony, because the latter ‘re following in MS footsteps, not the other way around.

    #15 2 years ago
  16. Christopher Jack

    @15, That’s the silliest excuse ever made. Because Sony embraced online after MS. You should hate MS too cuz Sega considered it first for console gaming.

    #16 2 years ago
  17. Da Man

    No, that’s the silliest reading comprehension ever made..

    MS ‘ve redefined what Sega did. Sony? Sony made an inferior Live clone. But hey, it’s free.

    #17 2 years ago

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