PS4′s positive reaction due to years of consumer homework, says Tretton

Wednesday, 10th July 2013 11:56 GMT By Dave Cook

PS4′s reception both at its initial reveal and during E3 was the result of almost a decade of consumer research and understanding the needs of customers, according to Sony Computer Entertainment America CEO Jack Tretton.

Speaking with CNN Money, Tretton offered insight into Sony’s consumer research while formulating its PS4 strategy. “We spent a lot of time talking to consumers. We also spent a lot of time talking with the development community, asking what they wanted.

“The E3 press conference in the spring and the rollout was a culmination of that vision. The reaction is a testament that we got the strategy right. It’s a long, ongoing process. You’ve got to execute against a strategy. If you start second-guessing and looking over your shoulder, you open yourself up to mistakes. If you did your homework the consumer is going to respond.”

Previously, Tretton had stressed that Sony did not price PS4 in line with Xbox One’s £429 price-tag, and that the PlayStation 4′s RRP of £349 was set months in advance, and geared towards giving true value to consumers. Check out what he said here.

What do you make of Sony’s PS4 strategy so far? Let us know below.

Thanks Polygon.



  1. Bam007

    A decade of consumer research? Bullshit! If they spent 10 years researching, they would of realised that almost nobody wants a motion controller. This just further adds to articles about Sony removing their camera at the last minute and dropping the price.

    #1 1 year ago
  2. actuallyisnotafox

    1) no ad’s on the xmb/dashboard 2) give as a reasonable price to consider buying online over retail ..i hope they take note

    #2 1 year ago
  3. super3001

    just loud idiot fanboys.

    ps3.5 is garbage but sony fanboys eat the shit they are fed

    #3 1 year ago
  4. MFBB

    #1 thats crap what you are saying.

    Motion controllers sold so incredibly well, look how successfull the WII is and ~24 million Kinect, 15 million Move sales.

    I would say the current positive reaction to PS4 is because they listen to what gamers want (no drm crap/restrictions etc) have the cheaper price and Microsoft screwed up big time.

    Also PS+ is loved by everyone cause they throw games at you like crazy…you cant even play all the games you get + all the discounts/offers.

    #4 1 year ago
  5. mistermogul

    Whatever the reason, they have convinced me to switch from Xbox next gen, so that’s -1 for MS, +1 Sony.

    No where’s my Uncharted 4?

    #5 1 year ago
  6. Goffee

    Is he suggesting Microsoft didn’t do years of research and talking to developers? Its not the research that’s important, its not pissing off those of developers and users, while still having a “true” product vision and not a bundle of mandates from Windows/marketing/advertising/media divisions.

    I’m sure Sony had those pressures to (expect the Windows bit) but maintained a better focus.

    #6 1 year ago
  7. Lengendaryboss

    Don’t preach what your clearly doing with MS.

    #7 1 year ago
  8. kingy

    It’s about time Sony started doing everything wright I,I just hope they keep it up 😃, @3 why do you keep calling it ps3.5 it’s clearly a new console a powerful one at that

    #8 1 year ago
  9. Djoenz

    I cant afford and wont pay up for basic online mp therefore bye bye Playstation.

    #9 1 year ago
  10. LordDjinn

    Goffee, truly an unbiased opinion, which i could view as fact, because ive followed Sony from the Ps One, Ps Two, Psp, and Ps Three, and stayed with them through all the dark times, and i have to say Sony hasnt ass raped me yet.

    I would say that Sony has done some homework, and didnt leave corporate robots to decide everything, helping indies, listening to the fans, not corn rolling us.

    #10 1 year ago
  11. deathm00n

    @9 $50 a year is so expensive right? I will need to stop eating to pay this amount of money… Oh look, a new game, it’s only $40 and will last one month at best, going to buy it!

    #11 1 year ago
  12. dizzygear

    Did they include Europe in that research and found out Europeans think the PAL PSN store is shite compared to the rest of the world? Are they gonna do something about that?

    #12 1 year ago
  13. MCTJim

    sure sure..but when the network got hacked not once but was a technical glitch and it took them a month to admit it that your accounts were stolen. No there at all

    #13 1 year ago
  14. Djoenz

    My personal affairs is none of your business tbh. I was dead serious and not sarcastic. Not to mention I added the leetle words “wont pay up”.
    Its also a matter of principles, hence why I skipped xbox in general.

    I refuse to pay for basic online mp.
    Ironic isnt it Im a current psn+ subscriber.

    #14 1 year ago
  15. OrbitMonkey

    “We spent a lot of time thinking of strategies… Then when we saw the xbone backlash, we threw them out the window & just did whatever MS didn’t”.


    #15 1 year ago
  16. Lengendaryboss

    Not likely considering this is SCEA president speaking.

    #16 1 year ago
  17. DrDamn

    Matter of principle is fine, but if you are a subscriber already then it clearly is something you can afford isn’t it?

    #17 1 year ago
  18. LordDjinn

    @Djoenz if you’re already a psn+ subscriber wouldnt it be the same only it would be for more games and basic mp that you’d be paying for??

    #18 1 year ago
  19. OrbitMonkey

    The delicious irony of sony fans now defending paid for mp :)

    Yes we get more goodies for our subscription, but thats not the point Djonz is making is it.

    Paying for mp sucks *shrugs* what do you care if some peeps won’t support it?

    #19 1 year ago
  20. Lengendaryboss

    What over choice do they have? :)

    #20 1 year ago
  21. Djoenz

    Indeed OrbitMonkey indeed.
    Sony fanboys that bashed Xbox for XBL gold but yet support this new scheme on the Sony front should grow some balls.

    I suppose Sony and Microsoft really need that extra revenue to maintain the network/servers. I choose not to aid and vote with my wallet.

    Sugarcoating is not my thing.

    #21 1 year ago
  22. LordDjinn

    hmm we are fanboys defending sony’s new take on psn+ you are wrong, every single app we that we already pay for is not hidden behind a paywall like xbox live, that is just stupid, yes we will now have to pay for mp, but thats all we will have to pay for and sony is just giving us something for doing that. it is not the same, paying for mp sucks, yes, but its way better than live..

    #22 1 year ago
  23. Djoenz

    Basic MP should AlWAYS be free. All that other nonsense could be classified as premium features.

    I would be cool with it if it was going to be like it is now.
    You can sugarcoat it all you want.

    I just stated my opinion and its all good. Im sticking to current gen till its unsupported.

    #23 1 year ago
  24. MCTJim

    @19 exactly..we listened to the consumer and decided to charge for multiplayer LOL..because that is what they wanted.

    #24 1 year ago
  25. SlayerGT

    @21 “Sony fanboys that bashed Xbox for XBL gold but yet support this new scheme on the Sony front should grow some balls.”

    Xbox Gold is a joke. Everything is locked behind it not just mp. That’s why it gets bashed. Netflix, party chat, etc.

    #25 1 year ago
  26. LordDjinn

    @Djoenz Well only Microsoft thinks those features should be premium, i guess thats why it isnt as popular as the rest of the digital tv media streamers.
    On top of that, i guess an opinion is an opinion. And you could look at what i said as ‘sugarcoating it’ but at the sametime it is fact.

    @SlaryerGT he knows what im talking about.

    #26 1 year ago
  27. Djoenz

    You guys oughta realise more about the difference between BASIC and PREMIUM features.

    Netflix and all streaming apps are not mandatory for a game console.
    Cross game chat is not mandatory because ingame chat is an option on most MP games.

    Now not paying for basic mp will prevent me from playing COD which emphasizes on MP. Great! PC I might have to go to.

    Ive got bills to pay not for basic shit they are forcing me to pay for. Well in a way forcing cause I refuse to.

    #27 1 year ago
  28. DrDamn

    I don’t think there are many games that do basic MP anymore. People expect a whole lot more and that does come at a cost.

    Or maybe they saw that the MP platform of choice for a lot of consumers was Live for good reasons. Part of the money MS made from Live subs was put into a much better infrastructure than PSN. People might not like paying for it but it is a better and more feature rich service because it is funded.

    #28 1 year ago
  29. melonbuster1

    This is a business. . They are here to make money. .not friends. .fan boys kill me. .I have all three major systems. To hell with loyalty

    #29 1 year ago
  30. polygem

    there still is a huge difference though. i never had a problem paying for live. it´s an excellent service. the problem are the ads on that paid service…the moment they introduced those it became a complete rip off.
    i don´t have a problem with the new model sony has. PS+ is a great service already. i have a ps3, a vita and soon a ps4, not subscribing to PS+ would be just dumb because in the end it makes me save shitloads of cash.
    if the psn will truly improve because of this new business/subscription model, then everything´s fine. if they will introduce non gaming related ads on a service i pay a Sub fee for i´ll be saying goodbye. just as i did with the xbox 360 now.

    #30 1 year ago
  31. The_Red

    They really are slow then. All they had to do was to look at MS before E3 and DO THE EXACT OPPOSITE: Guaranteed success!

    #31 1 year ago
  32. Kuwabara

    @27, why he hell did you buy ps plus then? it defeats the purpose of what you are trying to say about the ps4!! Unlike microsoft , sony is deciding to upgrade it’s online service in a big away, but atleast have the decency to give us the ps plus service at the cost of it. if there was no ps plus, then you should have a reason to be angry, as microsoft never had a program like that to compensate for paying online, which is why ps3 users were against paying for online!! now with ps plus it’s different, there is no reason to feel bad about paying for online service upgrades for a service that will give you your money’s worth and more!!

    #32 1 year ago
  33. fearmonkey

    As a Xbox fan who was a 10 year+ Gold member, paying for PS Plus is no big deal, and from what I have seen thus far, PS Plus still offers more value than what MS is offering with Gold. I rarely play multiplayer on XBL so Gold was almost useless. The sales suck, everything usefull like netflix needs gold membership. MS is a money grubbing bunch of bastards.

    At least in Sony’s case, they aren’t placing services like netflix behind their paywall, which cant be the same of MS. I think its funny certain posters are on every pro PS4 article or Xbox article spouting crap, when really MS cannot be defended. They caved…Good for them…but I am not rewarding them with my business for awhile.

    Sony was arrogant, got humbled, and MS are the arrogant ones now. Thank heavens for competition. Xbox One fans should thank Sony, they made MS cave and made the system better. (and if you start defending MS’s DRM, then your an idiot)

    #33 1 year ago

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