Hirai cautions against early conclusions

By Robert Purchese Published 10 June, 2009

Says a mainstream audience is fickle.

Sony Computer Entertainment boss Kaz Hirai has suggested that Microsoft and Nintendo still operate with a traditional "five-year life cycle" mentality, and he believes that attempts to attract a new audience must be handled delicately.

"If you go mainstream too quickly and don't support the core gaming audience then you lack the pillar to support your platform. Without this pillar you end up with a fickle audience that might be big but will probably move on," Hirai told The Guardian.

"This is fine if you're looking at a five-year life cycle like all of our competitors, even looking back in history, have always done. The new console comes out and the old one is immediately disregarded."

Hirai also said that judging the success of PlayStation 3 after two years is "premature", because Sony has a (drumroll) 10-year plan for the console.

"For other consoles which have a five-year life cycle it is much easier to judge performance after two years," he added, perhaps unaware of Shane Kim's comments last week, when he said he "firmly believes" the Xbox 360 will keep going until 2015.

Sony and Microsoft both unveiled new motion-sensing technology at E3. Sony's uses a prototype wand controller that has internal sensors and a dome tracked by the PlayStation Eye.

Kaz Hirai is "confident" about the wand, and said publishers are "very excited" about what they saw. What about Microsoft's hands-free effort, Kaz?

"Look at the EyeToy: we've had phenomenal success with that on PS2. If Microsoft decides they want to do that for 360 then great, that's fantastic," he said.

Picture of Robert.

About Robert Purchese

Bertie is Eurogamer's Senior Staff Writer. When he's not hunting down news stories he's often found playing with his kids or gabbling about fantasy games and strange online worlds. @Clert on Twitter.

Read more articles from Robert by visiting the Robert Purchese archive page.

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Comments (62) Latest comment 3 years ago

Comments for this article are now closed, but please feel free to continue chatting on the forum!

  • Dizzy #1 3 years ago

    His plans seems to be working perfectly! Such a smart guy.. the others do not stand a chance. An infinity powerful machine and a 1000 year life cycle. Value for money indeed!!!!! If only others thought of that... but no... they wasted their time on motion controls and actual games.
    Edited by Dizzy at 10/06/09 @ 15:59

  • Hunam #2 3 years ago

    I thought Sony knocked all this stuff on the head last year, now they are back to their childish marketing again I feel even less inclined to buy games on my PS3 over the 360 alternatives.

  • foamy #3 3 years ago

    I'm fucking tired of hearing this 10 year shit. Get on with it, everyone in the world already knows that PS3 will last for 10 years. Congratulations, now gtfo.

  • M_of_the_sys #4 3 years ago

    @Dizzy

    Are there no actual games coming out on the PS3?

  • ShakaCarnage #5 3 years ago

    I'm Sony Kaz, but you sound like a blinkered idiot. Oh well.

  • speedjack #6 3 years ago

    I think he makes a valid point re : the risk of abandoning the core gamer for the more fickle casual audience... But the rest is the usual Sony arrogance/ill informed speculation/lies/denial.

  • patch #7 3 years ago

    I miss David Reeves, at least his spin was amusing.

  • Zaltan #8 3 years ago

    The first point was really good...

  • Doctor_What #9 3 years ago

    "Look at the EyeToy: we've had phenomenal success with that on PS2. If Microsoft decides they want to do that for 360 then great, that's fantastic,"

    Arf! Gotta love those side-swipes :)

  • drumbaby #10 3 years ago

    I wish they were as mature and gracious as Msoft...oh, hang on a mo' --

  • malteaserhead #11 3 years ago

    Blimey just when you thought it was safe to read anything by this douche again.
    10 year... blah blah blah,
    Eyetoy > natal blah blah blah
    Give it up.
    He even did his best to spoil a slightly interesting e3 show by sony

  • Garulon #12 3 years ago

    "I think he makes a valid point re : the risk of abandoning the core gamer for the more fickle casual audience... "

    It'd be a better point if they'd got the core gamer audience on the PS3 to begin with.

  • penhalion #13 3 years ago

    Yep the casual market is fickle. Yep they tend to move on to the next big thing. Yep they tend to go where the trends are. Problem is that gaming isn't going away. It's worth billions. It's like saying that the casual movie goers will suddenly stop going to the movies. Strangely, since what? 1929? those causal movie goers still haven't managed to get bored of movies yet.

  • Triggerhappytel #14 3 years ago

    Just shut up, Kaz. I used to quite like you, but you seem to be coming out with this kind of bullshit all the time now.

    I wish there were some of these executives who would concentrate on their own platform and talk about their own products rather than belittle their competitors.

  • GamerG #15 3 years ago

    Keeping clinging onto those straws Kaz you crazy diamond..

  • CallousB #16 3 years ago

    360 and Wii will both last longer than 5 years.

    360 will be 5 years old when Natal launches....and when Wii is 4 we should be seeing sequels to all their major francises...plus whatever crazy stuff they'll do with the vitality sensor for the casuals.

    The only new consoles we'll see any time soon will be slight alterations/upgrades like PS3 slim, 360 slim and Wii+/Wii HD.

  • LazyDan #17 3 years ago

    If what he says is true, it'll be interesting to see how he plans on convincing a 'fickle' audience to stick with what will be considered an 'old generation' console, when the other two launch their shiny and new and (if they're smart) cheap next-next gen platforms.

  • Deucalion #18 3 years ago

    It'd be a better point if they'd got the core gamer audience on the PS3 to begin with.

    They did! I was there!

    Of course the PS3 will last for 10 years. It takes time building up unattainable hype for the amazing PS4!

  • MightyMouse #19 3 years ago

    I still think you're funny, Kaz, but really please be more subtle in the future; this is just name-calling. That said I think he had a point about the Wii in that it may not guarantee a large following on Nintendo's next console.

  • GamesConnoisseur #20 3 years ago

    X360 launched in Europe 2 Dec 2005.... Kaz has only got 18 months left!
    Wii launched in Europe 8 Dec 2006--- 30 months to go.

    However... this is another example of SonySpeak.... say a fact many times as possible so that it would become true, Edge article touched on brilliantly on why this gen going to get much longer. I wont refer to it here than say its made a lotta more sense than our beloved Kaz!
    Edited by GamesConnoisseur at 10/06/09 @ 17:22

  • mingster #21 3 years ago

    I have Kaz Hirai on ignore its better that way

  • stevetuck #22 3 years ago

    RIIIIIIIIDDDDDDDDDDGGGGGGEEEEEEEEE RAAAAACCEEEERRR

  • Bremenacht #23 3 years ago

    "If you go mainstream too quickly and don't support the core gaming audience then you lack the pillar to support your platform. Without this pillar you end up with a fickle audience that might be big but will probably move on,"

    Like most PS2 users?

  • Bigglesworth #24 3 years ago

    *sigh* Now I look silly for saying that maybe Sony were gonna stop doing this.

  • Bloodhunter #25 3 years ago

    It would've been better if he hadnt said anything

    I dunno if I'd buy a console at all next generation let alone an upgrade from my PS3...

  • gav_and_the_gavster #26 3 years ago

    Kaz Hirai is Hiroshi Yamouchi in disguise? He led Nintendo into their first era of dominance...and then lost the plot coming out with competitor baiting speeches and lost 1st place soon after. They must have gone to the same school at least.

  • Toothball #27 3 years ago

    You know, after five years on a console I don't really mind if they release a new one.

  • _Price_ #28 3 years ago

    I'd rather have a new Xbox (720?) by 2011/12; at least that way I'll be able to pick up a decent, affordable bundle around 2013/14.

    The ten year cycle idea is admirable (just look at some of the titles still coming out for the PS2) but it isn't the way to evolve a platform, regardless of the peripherals on offer.

  • penhalion #29 3 years ago

    What's the old saying from way back in the 1940's (yea I watch those old movies)

    "Progress marches on!"

    Kaz seems to be forgetting that technology never ever stands still. Your ten year life cycle merely confirms that the PS3 will be long past it's prime before you release a new console. Let's face it. If they miss the boat next time around, then not even the full resources of Sony are going to be enough to keep them afloat. They simply can't aford to be last to the table next round and have a state of the art platform. Chances are that Kaz is saying all of this with a hope that he can suprise the competition with a PS4 announcement long before the others are ready for it.

    Sad thing is that Microsoft and Nintendo will already have their next consoles well into the design phrase by now, even if they don't have any plans to release them within the next four years.

  • Eighthours #30 3 years ago

    "Look at the EyeToy: we've had phenomenal success with that on PS2. If Microsoft decides they want to do that for 360 then great, that's fantastic," he said.

    You've got to love Kaz. What a fruitloop.

    EDIT: Hang on, the original article in the Guardian is waaaaaaaaaaay different to the tabloidy summary. Take a look: http://www.guardian.co.uk/technology/gam...
    Edited by Eighthours at 10/06/09 @ 17:28

  • Spydy #31 3 years ago

    hahahaha. Listen to all you imbeciles talking like you know how to run a multi-billion $ business better than the pimp-strong Kaz.

    Go play your video games and let the real men make the big decisions (and the big bucks).

    hahahaha.

  • Markusdragon #32 3 years ago

    Can somebody put Kaz Hirai back is his box, please? He's a numbers guy, not a tech or software guy, so he's incapable of spewing anything insightful, resorting to mere marketing rhetoric.

  • des #33 3 years ago

    Ah it is" that" time in month for Sony PR...NPD is tomorrow

  • wayneh #34 3 years ago

    He has actually got a point. The gap between M$ and Sony is not too big to overcome and I actually believe the 10 year cycle will work for them. Nintendo are the run away winners (with us gamers the losers) this gen though. Looking at the two motion techs on offer I can see a much more practical use for Sonys wands although Natal does seem light years ahead! It must piss Sony off though that M$ only made a tiny dent in the PS2 dominance last gen but this gen the PS3 is still slightly behind.

  • snowdog #35 3 years ago

    "I still think you're funny, Kaz, but really please be more subtle in the future; this is just name-calling. That said I think he had a point about the Wii in that it may not guarantee a large following on Nintendo's next console. "

    That all depends on whether the games for the Wii will be compatible with the Wii 2, and given Nintendo's record with both the Gamecube/Wii and GBA/DS/DSi I'd say it's quite likely. Backwards compatibility combined with something (who knows what...VR anyone lol) that makes the console stand out from it's competitors should ensure a fair amount of success.

    That's part of the reason why the PS3 has been a comparitive failure in the States and Japan. Why will your PS2 owners upgrade to the PS3 if they can't play their favourite PS2 games on the console..? Another reason is the ridiculous price of the console, although saying that the PS3 has fared better in Europe as a great deal of people have bought it as a budget Blu-Ray player.

    Still, the bottom line is that the price needs to come down by at least £100/$100...although rumours have been floating about that this'll happen in August in the States.

  • Les #36 3 years ago

    Idiot

  • ChrisS #37 3 years ago

    Eesh. I'd strongly advise reading the original story before commenting, guys.

  • saysomething #38 3 years ago

    So EG lied to us?

    Surely not?

  • MightyMouse #39 3 years ago

    Hmmm the original interview is a pretty different read. The MS flame was still there but the rest was much more thoughtful and was only really about the PS3.

  • bad09 #40 3 years ago

    If we have 10 years of "10 year plan" my PS3 is off to Blockbusters! "10 year life cycle" means nothing if there is practically sod all to play on the bloody thing (although to be fair they do have a handful of games coming I want).

    I wouldn't mind but WE ALL KNOW it's a term only booted about because the PS2 (rightly so) has lasted so long and PS3 (again rightly so) has is been a bit of a flop so far.

  • Collymilad #41 3 years ago

    Microsoft know how important the core gamer is to them.

    Nintendo were lucky to secure the massive casual audience they did, and anyone with any sense knows that these people don't care about whats the best, they care about whats fun.

    Microsoft also know this, and so they aren't going to abandon their core base, if only for security.

    More stupid comments from Sony though, not really surprising.

  • Mugwum Verified Operations Director, Eurogamer Network #42 3 years ago

    Hi guys.

    The original opening to this story wasn't a great reflection of the tenor of Hirai's comments in the Guardian piece. That's my fault for not editing it more rigorously. I've updated the story and headline. Sorry about this lapse.

  • zedzee #43 3 years ago

    'Kaza' seems to think that the following are the ideal characteristics of a 10-year cycle console:

    1. Delayed release in UK/Euroland of one's console.
    2. (Still) Most expensive console on the planet.
    3. No backwards compatibility = instant alienation of those very same customers you don't want your platform to haemorrhage.
    4. 20GB HDD. 40GB HDD. 80GB HDD. Oh, for goodness sake make up your mind!!
    5. "Most difficult console to write for" - many devs.
    6. Haemorrhage exclusives left, right and centre. The most recent being FF and MGS; bastions of PlayStation, you might say.
    7. Bet the house on Home (if you'll pardon the wording), only for it to be delayed and an anti-climax.
    8. Insist others will stop selling their console in 5 year's time.
    9. Get sh*te ports to one's console but still feel grateful you're even being considered.
    10. Make one's console the testing ground for new games that devs want to write, by allowing them to port X360 games that came out 18 months before.
    11. Offer games on-line that are not equally priced in all territories and flood your blogs for no good reason with complaints.

    Yes, well, that's a fantastic strategy, isn't it?
    Edited by zedzee at 11/06/09 @ 14:55

  • agparrot #44 3 years ago

    /facepalm

  • zedzee #45 3 years ago

    "Looking back if we could have done it again we probably would have not gone for the simultaneous worldwide launch."

    Err, I've got some startling news for you, Kaza...you didn't! You left UK/Euroland behind, remember? Helllllloooo???!

    Edited by zedzee at 11/06/09 @ 14:54

  • ChrisS #46 3 years ago

    Kudos to Mugwum for the correction. Good editing work, sir.

  • IneptPercy #47 3 years ago

    When the '720' comes out I don't think people will fall for the 'don't buy one, the PS4 will be released soon' line again.

  • Psychotext #48 3 years ago

    That's strange... I could have sworn Nintendo did 10 year lifecycles well before Sony did with the PS1 / PS2.

    You know, given that the NES was on sale for 20 years and the SNES was on sale for 13 years. Not to mention the Game Boy of course.

  • Bigglesworth #49 3 years ago

    *sigh* Now I look silly for saying that maybe Sony were gonna stop doing this.

    Hooray, my faith is restored ;)

  • bazzerk #50 3 years ago

    As a PS3 owner I find this statement almost laughable, but at the same time slightly disturbing because it leaves me thinking that this guy sounds slightly confused. I mean you sell 50-million consoles like Nintendo and lets be honest, they are probably going to sell a hell of a lot more too, then thats all that matters. The problem for Sony is that they have failed to realise that they are not the ones in control of this generation and do not have a say when it ends, they made an attempt to rule the world and quite frankly are going to fail miserably. The fact is you need competition in the console world because it drives innovation and development, which in turn gets wanting what these companies are making.
    Edited by bazzerk at 11/06/09 @ 00:48

  • Tomo #51 3 years ago

    Can't be arsed wading through the comments in here, but those comments are priceless. The final bitchslap about Microsoft copying the EyeToy is especially hilarious. Priceless Hirai!

  • Psychotext #52 3 years ago

    "The final bitchslap about Microsoft copying the EyeToy is especially hilarious."

    It would be... had they not already done it back in 2006. :p

  • Spekingur #53 3 years ago

    Oh dear, Kaz at it again.

    You hear PR guys and Execs say stupid stuff almost anywhere but Kaz is in a realm of his own.

    You know, the Nintendo Wii and its controls was a big risk on Nintendo's part. They aimed at the more casual players, those who might pick up the controls once a week maybe. That strategy paid off.
    As for MS and Sony. MS seem to more on the page of what is 'in style' today - such as Social Networking. Sony have, however, never really been in touch with what's going on with their possible customers, at least not in Western culture. Which is probably where the fickle audience Kaz mentions resides.

    The new monarchies are the corporations in the world. Each wants to rule us and tell us what to spend our money on (their product). Some monarchs though are just like the monarchs of olde - strange, say out-of-this-world things and have really weird hair.

  • Genji #54 3 years ago

    "Nintendo were lucky to secure the massive casual audience they did, and anyone with any sense knows that these people don't care about whats the best, they care about whats fun."

    Hey, sorry, but could you please clarify what on earth you mean by that? Are you saying that the best games aren't any fun at all?

    I guess I'm just being thick, but I generally equate "fun" with "good". Whether Gears of War or Boom Blox... fun is fun, no?
    Edited by Genji at 11/06/09 @ 07:28

  • Freek #55 3 years ago

    When ever these executives go on about their "10 year life cycle" how come nobody in the press responds with: "That's nice, but what if you're in the market for a games console right now?"

  • spammage #56 3 years ago

    You shuld be glad he still considers the core audience, otherwise next generation we will all be waving our hands and doing yoga.

  • drumbaby #57 3 years ago

    "When ever these executives go on about their "10 year life cycle" how come nobody in the press responds with: "That's nice, but what if you're in the market for a games console right now?" "

    Then you're going to be one of the people buying a PS2 well into its life cycle?

  • MeBrains #58 3 years ago

    I am always amazed that when Sony talks marketing crap, the comment section is full of "oh, the arrogance" and "fuck you sony with all your childish banter".

    i never seem to read that about an article which has ms in the middle: http://www.eurogamer.net/articles/natal-... - Natal will redefine gaming blah...

    why?

  • MeBrains #59 3 years ago

    haha... yeah. I am not trying to understand it. ;)

    it was more of a rethorical question I guess. It is that kind of unfairness I react to and which leads some to believe I have a biased opnion in favour of the Japanese company.

  • nickfernando #60 3 years ago

    Kaz funny extract from the Guardian article: I've always said the PSP and especially the PS3 are first and foremost videogame consoles. But why stop there? Even if we had the most successful videogame console around I'd say I'd seen that movie and that movie was PS2. Why do we want to repeat that?

    Erm..to be no 1 and have the biggest install base and the biggest profits? The answer was in the context of being asked about if non-gaming features were being underused.

  • GundamJehutyKai #61 3 years ago

    "When the '720' comes out I don't think people will fall for the 'don't buy one, the PS4 will be released soon' line again. "

    Nope, they'll be thinking "I won't buy one till several guys next to me do just in case the hardware is shoddy again."

    But a lot of this article is borderline sensationalist. Tho I did like the line about MS copying eyetoy, even though I hate motion controls in general

  • man.the.king #62 3 years ago

    Sony is doing really good nowadays, and Hirai's little jab was completely unnecessary and a prime example of stupidity. Why can't they just keep their mouths shut?

    EDIT: Upon reading Eighthours link to the actual Guardian article, I think EG have done some of their usual manipulative summarization/paraphrasing to get a rise out of console fans of either side.
    Edited by man.the.king at 12/06/09 @ 05:19