Hirai: We're the "official" industry leader Comments by Robert Purchese

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"And yet, I can think of half a dozen people off the top of my head who, when they wanted a new games console, looked at all the options and the bought a Wii to the exclusion of them buying a PS3 or an Xbox360."

I hear ya, plugmonkey. In fact, I was one of those people - the Wii was the 1st machine I bought this generation. But when I finally broke down and bought an XBox 360 it was clear to me that these two designs had entirely different objectives. So yes, in so far as the Wii can divert sales from MS/Sony, it is a competing product, I won't argue that. All I'm saying is that Nintendo had a very specific business plan in mind with the Wii (a brilliant one by all accounts) which was qualitatively different than that of Sony or MS. Nintendo had a low cost product that was genuinely innovative, and they targeted a vast market that was previously untapped. Sony and MS, on the other hand, were both aiming to bring (something closer to) cutting edge gaming technology to existing markets, so its easier to compare their relative successes.

Anyway, I'm hardly arguing with you, and yes Nintendo takes the win. I'm just saying this observation was perhaps less insane than "we're in last place, but 'offically' we're the leaders".

You really do get the feeling that dear old kaz is sitting there in his ivory clad boardroom in japan looking at all the ps2 awards crying into his saki

Seriously sony are a laughing stock in the development community

So the cold hard facts are plain last in reality but #1 in the ivory boardroom and kaz's head, im sure the shareholders will be happy with them being #1 on the mind of kaz...

This article can be a case study of delusion at some university. What a Class A idiot.

@IneptPrecy I found a forum where the SDF is up in arms. http://www.n4g.com/industrynews/NewsCom-...
they use comments like..."I get what he is trying to say" and " he has a good point". What the F#%$? It's official, Fanboyism IS a mental disorder.

It's cool to see that the people posting here can see the bullsh*t for what it is... regardless of what console you support.

http://www.reuters.com/article/ousivMolt...

HAHAHAHAHAHA.

The guy is a lunatic.

No spin is better than idiot spin.

HAHAHAHAHAHA.

The guy is a lunatic.

No spin is better than idiot spin.

Kaz has finally gotten the PS3 and 360 users to agree on something. And that something is that Kaz has finally lost it. This may be the single most hilarious comment out of a console exec this generation.

Maybe he thinks it's still E3 2005 and people will just blindly believe him bullshit. There aren't many left who will. Kaz may have jumped the shark.

Funny thing is that if they're not counting the Wii as competition Sony could theoretically still come out of this generation ahead.
However this isn't going to happen if they just leave things alone and occasionally issue optimistic press releases - it requires action. They need to deal with reasons why people aren't buying PS3s, come up with a few new unique selling points, and just generally improve their marketing.
-First off the price needs to come down, however they spin things it's a simple fact that market doesn't exist for a two year old games console that's still £300. I'd also argue they need to find a way to bring back full PS2 compatibility as backwards compatibility has always been one of the main things the PlayStation brand has had going for it.
-Second, get some games. Invest in first and second party titles and try and secure some third party exclusives. Oh and try and follow the Microsoft model of actually having lots of exclusives every year rather than one or two that are hyped for several years and don't turn out to be worth the wait.
-Finally. Advertise more, advertise better, and if you can't come up with sensible observations on the state of the market try to avoid saying anything at all.

Oh and as for Home. Move on. It might evolve into something great but if MySpace and Facebook are the models you're going for then you missed out the part of launching silently and letting growth happen by word of mouth.

lol things look bleak for sony during this recession, with such "intelligent" management at the helm lmao.

When Kaz says these types of things, it has to scare you if you happen to own a PS3 or were planning to buy one. I mean, this is what they're thinking over there at Sony - they're already the leader and such, so when you're getting games 3 years behind the curve you won't have to wonder why. In Sony's heads, at least, they're "innovative" in so much as they're "retro".

"He hopes PlayStation Home will help there, by growing to a point where one type of consumer buys the PS3 solely for the virtual world, before discovering that there are are some games on the games console."

Hmm, do I download and install Second Life for free or do I spend 300 quid on a Playstation?

Mad as pebble.

Or maybe he meant "one consumer buys the PS3 solely for the virtual world..."

lol twat

Next time you build a console, balance the thing in processing power! Spend more on a powerful GPU, less on a weird-as-shit CPU, and make sure you put in enough RAM to go around. RAM is cheap! Maybe then you won't have to sound like a complete lunatic trying to explain your failure in the console race and your failure in console design, Kaz.

"We don't provide the 'easy to program for' console that [developers] want, because 'easy to program for' means that anybody will be able to take advantage of pretty much what the hardware can do, so then the question is what do you do for the rest of the nine-and-a-half years?"

This one's my absolute favorite, even better than the one about Sony's imaginary leadership.

The answer is develop a shitload of well designed games that are not tech demos, but simply good games, Kaz. And that's why both you and Microsoft are losing to Nintendo. Well, you would be losing to Nintendo were you competing with them, but you're clearly not. Clearly.

"This is not meant in terms of numbers, or who's got the biggest install base, or who's selling most in any particular week or month, but I'd like to think that we continue official leadership in this industry,"

And I'd like to think that I come home from work every night and fuck the hole off Angelina Jolie before shooting massive wads of sticky cum all over her face but in reality I'm just a sad wanker who's paused the Boobie glimps in Hackers once too often :(

i hope this numpty is sacked by the time i buy a ps3 :/

LMAO!!! it's good to see that kaz is keeping ken kutaragi's tradition being batshit insane alive.

Bollocks.
Bullshit.
Rubbish.

No wonder people don't like Sony anymore Hirai San.

When Kaz says these types of things, it has to scare you if you happen to own a PS3 or were planning to buy one.

Since the success or failure of a company I don't work for and I don't own stock in doesn't affect my life in the least bit I fail to understand why I should be 'scared'. Neither does it affect my enjoyment of the PS3 in any way that the guy at the top of the pyramid has obviously lost his marbles. And should the very unrealistic case occur that Sony is forced to abandond console business altoge

LOL, a bunch of fanbrats here who didn't read the article properly. Love how Sony's comments are always taken out of context and people don't learn how to fucking read!

No wonder I don't come here often.

Juuken, Why don't you enlighten us as to how what Kaz has said makes total sense? Or can't you do that?

...Don't let the door hit you on the way out, bye now.

Funny how Ninty isn't a Sony competitor now but just last week Sony compiled price comparison charts for all three consoles claiming the PS3 was the "best buy" ;)

This wont go down well with the punters methinks....


Oh wait, it didnt.

Was Kaz stroking a pure white pussy cat while doing this interview?

This guy is a comedian, top class!

Seriously, WE WANT MORE FROM HIRAI NOW!

Coin-Op: Yeah, because the Xbox 360 does of course not have any "untapped" power. The developers already have gotten everything out of it ... But you're right. "Next year", "just wait - soon the PS3's untapped power will become unleashed" yadayadayada.

tomnol: It can affecs us as PS3 owners (got all 3 consoles) as it might indicate how the company will meet the future. If "Home" is their answer and they otherwise are happy, then the future does look bleak. if they actually think it is good that the PS3 is hard to develop on and thus do not want to help make it easier, then the future again looks bleak as it indicates that those "groundbreaking" titles will be few and far between as few developers will devote time to learn, if they do not plan any major revamp of XBL then again, again things look bleak for us PS3-owners since the whole online infrastructure and XBL is in need of update to bring it up in parity with Xbox Live.

I really hope this interview was a joke or a fake since the stupidity of some of his comments was mindboggling.

"LOL, a bunch of fanbrats here who didn't read the article properly. Love how Sony's comments are always taken out of context and people don't learn how to fucking read!

No wonder I don't come here often."

Oh we read it. We just can't believe what he said. Very hard to take it any other way - he's insulting us the consumer by telling a blatantly big fat porkie, he's insulting his competitors (par for the course but still), and worst of all - he insults the developers. You know, the people who make the games for their little console? The people who give us a reason to buy the machine in the first place? It's just unbelievable. The comment just abandoned all sense of logic and common sense and manners and out came a river of pure grade-A horse manure.

Any lesser person would wake up this morning with a horses head beside them in their bed. Kaz Hirai just won't and he'll continue to preside over the PS3... and I just don't get it. I mean, are they passing something around at SCE? Because inquisitive minds would like to know (where to get some of it).

Oh, and this breaking out a day before Sony announce their first losses in 14 years isn't going to make Hirai look like a stable individual. Even if the fanboys who buy the mag are grade-A twatfaces with barely a braincell to share, the fact they do not seem to care about their developers paints a pretty bleak future.

He's on a different planet to the rest of us.

Woweee. I have been living in a world where I was the only one to have seen that Sony is run by a bunch of morons. Now I come here and 184 out of the last 186 comments all sound like they came from people who see things as I do/have?!?! This is a momentus day. Who cares that Obama just got sworn in, I've got people on my side!

I lol'd at comments on every page. My favorite was Kaz pulling for "RIIIDDDGGGGEE RRRAAACCCEEERRR"

That is the funniest thing i've ever read in my life.

Altho, and i may be shot for saying this, PS2 was the same. Hardest to program for, longest life cycle.....

Having said that, its competition was the dreamcast/N64 so i guess its irrelevant.

lol

Actually PS2 was very easy to develop for. Technically it was the weaker system, but it was cheaper to develop for and of course that is why people made lots of games for it. Same with the PS1 really. The Saturn was a pig to develop for and the N64, whilst easy to develop for apparantly, used carts so had higher costs. I mean, the pattern is pretty bloody obvious by now right? Easy to develop for = lots of games = $$$. Hard to develop for = Fewer games = Less Money. It doesn't take a rocket scientist to work this out by now.

I do get the need for "positive spin". Really. But positive spin should not spiral into "steaming pile of shit". And it really shouldn't insult pretty much everyone who could potentially get (or are) involved with the PS3 in some way.

I think that's what I don't get. Sony PR is rubbish at the best of times and we've all come to appreciate it. It's a laugh, you look down the hole and ask them how long they're going to keep digging, they shout back that they'll soon dig their way into the sky, we laugh. It's amusing. We find it amusing because even though they try to convince us they're above us, the fact remains they're still down the hole digging. However, I think this is a first that the man at the top turns around and pretty much insults the intelligence of their customers, their workforce, their developers and their competitors.

/picard doesn't go far enough. However this does come fairly close to it. (Or this is the condensed facepalm-only version)

""We don't provide the 'easy to program for' console that [developers] want, because 'easy to program for' means that anybody will be able to take advantage of pretty much what the hardware can do, so then the question is what do you do for the rest of the nine-and-a-half years?" explained Hirai."


Unbelievable. And people whine when developers like Valve can't be arsed.

Well, I did whine when they couldn't be arsed to make HL2 anyway near as good as HL1.

“Unbelievable. And people whine when developers like Valve can't be arsed.”

I don’t agree with his ridiculous defense of why the PS3 is and should be hard to develop for but I do think that, for technology to really progress, it needs to let go of the antiquated (or ‘proven’, whatever label you like) paradigms every now and then. And that is bound to hurt for developers, pretty much like the introduction of the Wii Remote is hurting their brains to finally come up with something original and focused on gameplay, instead of graphics. But at the same time, I think a platform holder should do everything in its power to ease developers into using their new platform. If it is revolutionary from an architecture or control POV, at least make sure there are tools available that are easy for developers to dig into the power/capabilities of the new machine. In the end they do have to make a living.

The attitude of idiots like Valve (if it’s not a lot like what we’ve been doing since pretty much ever, we won’t bother) is wrong from a theoretical, progress-minded POV though it can be defensible from a business POV.

What I think is very funny is that in a lot of video game press there is talk about the balance of power shifting from Japan towards Western game developers. Remarks that Japanese developers have lost contact with the audience are quite common. But on closer inspection, the only thing Western developers are good at is creating formula games for the platforms that matter least 360/PS3 while Japanese developers have jumped on the successful Wii/DS bandwagon with loads and loads of original games. In reality, Western developers have turned into one-trick ponies, not able to adjust to the demands of the expanded audience and therefore blindly and stupidly concentrating on what they’ve always done: Putting an extra layer of shine on their stale game templates.

"He's on a different planet to the rest of us. "

He's on the planet of the sdf. Just look at coinop there. I suppose that one needs to create an illusionary world to defend oneself when faced with such realities.

"PS3 will continue to pull away graphically from Xbox 360 year on year from now on. Killzone 2 is just the start. People trash talk Sony over the price, but they were the only ones witha long term plan for their console.

The rest are already looking a bit over the hill."

Hahahaa!

Awesome! Do you not see what a buffoon you sound like? You actually believe that shit. It's hilarious! xD

@drumbaby "Well, I did whine when they couldn't be arsed to make HL2 anyway near as good as HL1."


LOL - I thought it was just me that thought HL2 lame

"We don't provide the 'easy to program for' console that [developers] want, because 'easy to program for' means that anybody will be able to take advantage of pretty much what the hardware can do, so then the question is what do you do for the rest of the nine-and-a-half years?" explained Hirai.

Like, games?

Dear me. This is getting out of hand. What a total fool.

By the way, to continue the Cilit Bang vs Vinegar side bar - does it have to be malt variety or will onion vinegar work too? Have some old jars in the cupboard and the kitchen needs a clean.

Bloody hell.

I simply cannot wrap my brain around the sheer mind-crushing stupidity of what's fallen out of Hirai's gob, or those that would even consider trying to defend the indefensible. The complete ignorance of Nintendo's position in the market, the sarky dismissal of Microsoft and the 'we're the leaders' schtick can all be written off as corporate bollocks, but putting the boot into PS3 developers in such a fashion is akin to pulling a pin from a grenade then just waiting for it to go off in your hand.

@Coin-op: Ever played Gears Of War 2? Now, play Resistance 2 after that. Nuff said... You're full of bollocks, but you believe mister Hirai San. He needs people like you.

@Coin-op

Sorry Sir - you are officially madder than a bag of cats. End of.

Think how the an SCE employees feels after Hirais utterences. Hardly a plan for the future. As for tapping into the true power of the PS3 at a later date (then catching up with MS/NINTENDO) thats going to be too late. Is there any evidence from history that this has happened in the past?

'@Coin-op: Ever played Gears Of War 2? Now, play Resistance 2 after that. Nuff said..."

Can't see Coin-op's comments so they're probably about as idiotic as this one... Indeed, nuff said.

Stick with it for the first 9 years becuase when the developers have finally learned the architecture the 10th year will be AWSOME!

In 10 years the PS3 may well sell more units than the 360 but how many 720's will have been sold by then?

@Coin-op: "PS3 will continue to pull away graphically from Xbox 360 year on year from now on. Killzone 2 is just the start. People trash talk Sony over the price, but they were the only ones witha long term plan for their console.

The rest are already looking a bit over the hill. "

I see. Two things: 1) Kilzone 2 has had an ungodly amount of money plowed into it, a massive development cycle and major support from Sony. It is the exception, not the rule. In much the same way that a handful of games for the PS2 looked fantastic and the rest were usually equal or worse to the 'cube and Xbox. Let me put it this way - OTHER than Killzone 2 can you point to another title coming out in the next twelve months that looks significantly better than anything on the 360?

2) How, exactly, will the PS3 be the best looking console over the long term? Let's assume your argument is right and the 360 only has, oh, another two years left to it while the PS3 has seven. At that point Micrsoft release the next Xbox, with full backwards compatibility, and the PS3 ends up looking like, well, a PS2 when compared to a 360. Who on earth is going to buy the PS3 at that point, especially if MS decide to keep the original 360 going as Sony did with the PS2 (which, let's face it, they'd be idiots not to if they can get the cost down to the £100 price point and with the back catalogue the 360 has, especially if the next Xbox is backwards compatible). That's the fatal flaw in the logic for the PS3's long term 'vision' - no matter what it will always be more expensive than the 360 and if, at any point, it takes a clear lead in power (which I doubt, it'll be like the PS2 all over again, a couple of gorgeous games, the rest on par with everything else) then all MS have to do is launch the next console generation.

“That's the fatal flaw in the logic for the PS3's long term 'vision' - no matter what it will always be more expensive than the 360 and if, at any point, it takes a clear lead in power (which I doubt, it'll be like the PS2 all over again, a couple of gorgeous games, the rest on par with everything else) then all MS have to do is launch the next console generation.”

MS and Sony are rightly smacked fro pretending Nintendo isn’t the competition. Sony has little to fear from the 720 if it does a good job of extending as well as marketing PS3’s capabilities to make it more attractive to the expanded market. Going after the hardcore with a cutting edge machine is stupid from a business perspective. Just look at this gen. 360 is a piece of manufactured crap in order to keep the cost down and consists partly of antiquated technology and stock parts but still cost a ton of investments. It took a while to be able to sell it at a profit but much of that (all?) has gone with the recent price drop. PS3 is chucked full of new technology, investments were ridiculous and it is too expensive to appeal to the masses and is still sold at a loss, over two years in. But what really makes it stupid to pursue this route is the fact that with less costs, a bigger market and bigger profits can be realized as the Wii has shown.

MS is in a shit position as the only way to make money is to alienate their core audience that expects a new machine within a year or two. Sony is in a shit position because it doesn’t have a clear target of who their market should be let alone are they able to sell their product at an attractive price in the short run without getting in even worse financial wheather. Long-term outlook for Sony might be better than MS’s though (just looking at the games division) if they acknowledge that who they’re really should be battling is the Wii and focus their resources on that instead of trying to please both the hardcore and the casual in equal measure. If they do that, the PS3 can really have a 10 year life span, maybe even longer.

The PS3 will never produce games that look significantly better than the 360 because its GPU (graphics processing unit) is only around the same spec (or possibly worse, according to some people) than the 360's. All those bits that the cell can crunch don't mean a thing if you can't throw them at the screen quick enough.

All that CPU power is great for titles like LBP with it's physics engine, and possibly for AI and things like that.

Oh and, funniest Sony article ever :)

"The attitude of idiots like Valve (if it’s not a lot like what we’ve been doing since pretty much ever, we won’t bother) is wrong from a theoretical, progress-minded POV though it can be defensible from a business POV. "

Sony made the decision to push a technology they have interest in outside of the Playstation brand and sacrificed developer friendliness for it. At least that's what I gathered from lots of interviews and articles over the years. In other words: they didn't care that it would take devs more effort to achieve the same results. And what Hirai says here confirms this.

Your argument would only make sense if Sony had developed a technology that would bring great benefits to gaming in comparison to other platformsThen you could complain about "lazy devs" if they don't make use of it.

I for one have no interest in a developer like Valve wasting valuable extra time instead of developing something new.

Oh, and calling Valve "idiots" makes you look like a bitter fool. Just a tip.

@Les

Hilarious, deluded and as ferociously anti-MS as usual.

You never fail to deliver on the funnies, but maybe a visit to reality once in a while might be in order? ;)