PS4: we see PlayStation as a brand, not just a box says Gara

Friday, 11th October 2013 11:00 GMT By Dave Cook

PlayStation 4′s cloud tech and Sony’s acquisition of Gaikai has got people talking about the future of games consoles as services, rather than boxes. That’s certainly how Sony’s UK MD Fergal Gara sees it.

It follows Tekken director Katsuhiro Harada’s some-what prophetic statement that PlayStation 5 will be a service, rather than a box. It’s an idea that annoys and excites people in equal measure.

Now, Gara explained the future as he sees it to OPM, “We see PlayStation as a brand, not just as a box. Going out to 2013 and probably more appropriately 2014, 15, 16, 17 you’ll see start to see PlayStation 4 as a brand and a service, as a set of services, a set of experiences”.

“For the foreseeable PlayStation 4 will be the pinnacle in terms of the highest possible experiences, the most powerful service we can offer. But we can offer many many more. The Gaikai acquisition, PlayStation Vita TV capability. There are lots of pieces here that all point to that direction really. Which is: PlayStation experiences on devices, some Sony devices and non-Sony devices in time as well”.

Earlier in the piece he stated, “Whether you take PlayStation Vita TV, or the Gaikai cloud gaming technology, there clearly is a strategy here to bring more PlayStation experiences here to more people in the ways they want it. We’re more about a brand and an ecosystem than we are about a box”. So while, “1995 was all about one box”, the future is, “evolving considerably”, and that’s what seems to be driving the ideas behind Sony’s new wave of products and services.”

The idea of rolling multiple online services – TV, streaming, cloud tech, music and other applications – is clearly desirable to both Sony and Microsoft. But do you care? Let us know below.



  1. Hcw87

    I dislike all this focus on social integration/tablets/TV/music etc.

    I wish both companies focused 100% on gaming, it’s what brought them here after all.

    #1 1 year ago
  2. Pytox

    @1 The Xbone surely wants only the TV crowd, games second :p

    #2 1 year ago
  3. Hcw87

    Both consoles are guilty of this, none of them are 100% gaming only.

    #3 1 year ago
  4. _LarZen_

    I just love the path the consoles are taking. Especially as gaming is not anymore some gaming nerds do, but something everyone enjoy.

    The more features a console can have the better. As long as the core gaming experience is there.

    #4 1 year ago

    A service, eh?

    Yeah, just put a PlayStation logo sticker on a few Xperias and Tablet Zs…

    Should shift a few more units. Maybe a Vita or two as well.

    Gotta get a few more Chinese school kids in to put the stickers on, though…

    #5 1 year ago
  6. Dragon

    If there is a Gaikai market, they will be there. If there is a box market, well, they are already there.
    Its called “diversifying” and “future planning” and “staying ahead of the curve”.

    And PlayStation is gaming brand as #8 said.

    #6 1 year ago
  7. varsas

    @1: Sony are more than a game company. The PS4 is focused on gaming so what’s wrong with the company expanding the brand outside of that device with other devices or initiatives? MS on the other hand are trying to use the Xbox in other areas beyond gaming.

    #7 1 year ago
  8. DrDamn

    The Playstation brand is a gaming brand, and that’s what is being talked about here more significantly. Using Gaikai to stream Playstation *games* to different devices.

    #8 1 year ago
  9. Hcw87


    Do you think Xbox is the only console with Netflix/music services/tablet integration/cross play etc? No, both consoles supports this, this current generation and next.

    If you think Xbox is suddenly moving into TV territory just now you were born yesterday i guess. This started years ago with both companies.

    #9 1 year ago
  10. Hcw87

    ”The idea of rolling multiple online services – TV, streaming, cloud tech, music and other applications – is clearly desirable to both Sony and Microsoft. But do you care? Let us know below. ”

    I replied specifically for this in @1.

    #10 1 year ago
  11. DrDamn

    Ok fair enough.

    #11 1 year ago
  12. Goffee

    Brand is what you talk about to business and your industry, using the term to consumers is never a winner, it just confuses them… see @1

    #12 1 year ago
  13. Eregol

    Both MS and Sony know that console gaming wont last forever. The likelihood of dedicated boxes dissipates year on year, it’s becoming less financially viable for platform providers. As such both of them are making plans for boxless futures, a ‘Netflix for gaming’ if you will.
    It’s the next logical step. So, turning it into a brand and making the titles available through many service platforms is the best way to get that brand out there.

    Imagine a gaming service where you can play a game on your TV, take it with you on your travels via your tablet, play it at another location on a PC, and always have your save ready to go. It’s a future that is incoming and there’s not a lot we can do about it.

    #13 1 year ago
  14. Hcw87

    I think you’re confused.

    Yes i’m all for buying Digital games and such, i just dislike all this other integrations, like TV, music, movies, tablets.

    #14 1 year ago
  15. Eregol

    @14 That wasn’t what I said.
    A Netflix/Spotify for games would negate buying completely. You would stream it to whatever device you had to hand.
    Storage is a finite resource. It’ll run out. Take away the storage issue and you have a good platform.

    #15 1 year ago
  16. tmac2011

    needs to be about good games :(

    #16 1 year ago
  17. Cobra951

    @16: Needs to be about good games running locally with no connection requirements or unavoidable streaming lag. My concern about where all this is going keeps me from jumping in early. I will wait and see where it goes. I don’t care about the rest of the media deadweight, as long as it doesn’t get in the way of game playing. I will not be using it, but it doesn’t bother me if anyone else does.

    #17 1 year ago
  18. TrivialAntics

    Here’s the thing. Sony, Microsoft, and Nintendo have a market that is SPECIAL. It’s the console market. And we as consumers across the whole world have invested in it for decades for a reason. To many owners, that console is their prized possession, waiting in their room or living room for them when they get home. Sony and Microsoft aim to dissolve the console market, not because of hardware costs, but because they aim to divide their services and charge seperately for them all. It’s a move they will fail. Why? Because we want our multi-tasking consoles, we want our hard copy game collections, not digital representations of them. If everything goes cloud, i go with the specs. That’s either PC or if the rumors are true, the Steam Box will get my money and Microsoft and Sony will lose out.

    #18 1 year ago
  19. archaven

    Lol @ console master race. I find it really funny that console elitist felt so angered that their exclusives make available to other platforms *shrug*.

    #19 1 year ago
  20. FuntimeBen

    I mean, if we are being honest – The PS4 is a bigger brand than SONY. I can instantly tell you what the PS4 is, but am absolutely confused by all the products and directions SONY has gone in the past few years. It is no longer the “Walkman” company.

    #20 1 year ago

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