PS3 shortages inevitable - Sony

By Paul Loughrey Published 21 August, 2006

Kaz Hirai talks production.

Less than three months before the scheduled tri-continent launch of Sony's PlayStation 3 console, SCEA president Kaz Hirai has stated that retail shortages in each territory are inevitable.

Speaking to Gamespot, Hirai discussed the company's preparations for the November launch, admitting that production lines have yet to begin full operation.

"We haven't started manufacturing yet. Some of our ops guys were actually just in China, and also in Japan just reviewing the lines and everything else. But they are, again, preparing as we speak to get the manufacturing going," Hirai stated.

"We've not announced and we haven't set really a specific date to say, 'As of this day we're going to start manufacturing'."

Given the relatively short timescale for mass production prior to launch and the shortages which plagued Microsoft's Xbox 360 launch almost a year ago, Hirai was questioned on retail allocation for the console - leading to an admission that some consumers are likely to be disappointed in November.

"Even if you do the simple math you're talking about less than 700,000 units per territory, per major territory, between launch and the end of the year. So even if there was some fluctuation - you give Japan more, you give the US more, what have you - you're going to end up with some shortages," Hirai continued

"I think it's going to be very much of a challenge to be able to meet every single unit demand that's out there in the market. That's just a logistical impossibility."

However, Hirai remains confident in the company's ability to deliver on its target of 2 million units for launch, shipping a further million units a month to reach its previously stated goal of 6 million units on the market by March 2007.

"Everything's pretty much on track," Hirai said. "We're internally really getting geared up to go to market with this beautiful console in three months' time, and at this point in time all signs are good to go."

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Comments (64) Latest comment 6 years ago

Comments threads automatically close after 30 days, but please feel free to continue chatting on the forum!

  • oceanmotion #1 6 years ago

    1 million month. Can't see that happening. Europe launch delayed to 2007 ;)

  • Darren #2 6 years ago

    Didn't Microsoft say the same thing about its Xbox 360 this time last year?

    All signs are that there will be massive shortages and plenty of hardware problems at launch, just the same as on the Xbox 360. The question is can Sony do what Microsoft were unable to; keep a constant supply of new machines coming out to meet the demand over Christmas and into the New Year?

  • Venkman90 #3 6 years ago

    In other words, " we are going to launch with 10 PS3's, then we get to shout about how it sold out on the first day and evey mug will pay over the odds for one cos they are stupid"

  • Blerk #4 6 years ago

    Engage Hype-Drive, Mr Sony!

    The build up starts here.

    /blocks ears

  • theindustrialone #5 6 years ago

    "We're internally really getting geared up to go to market with this beautiful console in three months' time, and at this point in time all signs are good to go."


    Beautiful? I assume he isn't talking about the PS3.

  • foxy2006 #6 6 years ago

    well im not getting one, so there's one extra for someone.

  • Dizzy #7 6 years ago

    Not in production yet shocker!

    Hardware not ready? You must be joking?
    Edited by 1 at 21/08/06 @ 13:31

  • smelly #8 6 years ago

    Surely for there to be shortages people would have to be stupid enough to buy one?

  • smelly #9 6 years ago

    As I keep saying - smelly predicts : Sprint 2007 uk release.

    (or at least until there's something half decent to play on it)

  • brainbird #10 6 years ago

    "...you give Japan more, you give the US more..."

    Thank you for nothing, Mr Hirai.

  • Dizzy #11 6 years ago

    The big question for Sony is what will the people that didnt get a PS3 at XMas do with their cash? 360? Wii? Ipod? PS2? Wait for PS3?

  • Xerx3s #12 6 years ago

    you give Japan more, you give the US more...

    And give EU gamers the big finger and laugh in their face. Hey they are getting screwed over on the price already so they won't mind this either. :\

  • smelly #13 6 years ago

    Hmm.. I'll hold off on comment until i see launch line up.

    But if it launches with the same number of games as the ps2 did, and people STILL rush out and buy one.. Then it'll do a lot to my opinion of the stupidity of people in the world..

  • glaeken #14 6 years ago

    So how does this all compare to MS's position this time last year?

  • alpha-0ne #15 6 years ago

    It was 2m at launch then, 1m in dec for 3m by the end of the year, then 1m a month until March to make 6m

    Now its 2m by end of the year....

    By launch im betting 1m to 1.5m by year end

    sony have already announced components are costing more than expected (the reason they cost more.. failure rates for chips they are producing)

  • gth #16 6 years ago

    If there is one thing Sony knows more about than MS...it's got to be manufacturing electronic devices.

  • mattigan #17 6 years ago

    HAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHA!!

    Looks like I may be getting even more of a return on my investment than I first thought!!!





    On Ebay that is :-D

  • Hog-lumps #18 6 years ago

    I'd avoid getting a PAL version of anything Sony. NTSC all the way, baby

    Wasn't there talk of the PS3 being 'region free' or did I imagine it?

  • TurboBailey #19 6 years ago

    Oh well - not surprised. Get those chinese factorys working Sony, i want a PS3 before XMAS!

  • Zerimski #20 6 years ago

    You might say that the only thing that Sony are currently manfacturing is a hardware shortage.

    Hahaha...ha........ha......:|

  • chupachups #21 6 years ago

    I don't think they should be allowed to call something a launch if they know there aren't enough machines to even meet the pre-order demand. To me a launch is where you can go into a shop with cash and buy something, but you won't be able to do that with a PS3 until well into 2007.

  • TedBaker #22 6 years ago

    I reckon they're adding extra quality checks to their production schedule, for one: check to make sure the device doesn't spontaenously combust - taking your TV, hands and front room with it!

  • Zerimski #23 6 years ago

    Is the power supply manfactured by Zippo - Check!

  • rudedudejude #24 6 years ago

    Check two: Make sure that rootkit is in there baby!

  • Mr_Whacker #25 6 years ago

    This is just a consequence of worldwide launches. It didn't harm the 360 and I doubt it will harm PS3. Think of it as an experiment to see if the (more or less) simultaneous launches are worth it or not. I think it absolutely is.

  • smelly #26 6 years ago

    To me a launch is where you can go into a shop with cash and buy something


    To me a launch also has games for me to buy on it.. we'll see :-)

  • smelly #27 6 years ago

    Think of it as an experiment to see if the (more or less) simultaneous launches are worth it or not. I think it absolutely is.


    How is it worth it, if people cant actually get one until such a point of the time there terriroty wouldve recieved a launch if it hadnt launched simulataneously?

    i.e. if it wasnt a simultaneous launch and europe gets it in spring 07.. and if it IS a simultaneous launch, and no-one can get hold of one until spring 07.

    Especially if there's no decent games to play..

  • 2099net #28 6 years ago

    But to be fair, some people will get one in Europe at launch. And presumably there'll be a steady supply until Spring 2007, letting more people get one. And even if it was launched in Europe in Spring 2007, there would still be people without one.

    As for games. If you want to buy a console when there's no games you want for it, that's your decision. I most likely will get a PS3, but I'm not running around like a headless chicken to get one at launch (or most likely before the end of 2007). When it has software that impresses me, I'll buy one.

    I really don't see a problem.

    But the lack of pre-orders on most mainstream sites does make me think Sony aren't as prepeared as they have you think.

  • skillian #29 6 years ago

    Everyone seems to be forgetting that launch time shortages may be bad news for gamers, they are generally good news for the marketing teams.

    Shortages build hype, raise the perceived value of the product and guarantee media exposure.

  • SeesThroughAll #30 6 years ago

    My, my... what a surprise...

  • kangarootoo #31 6 years ago

    @smelly

    "and people STILL rush out and buy one.. Then it'll do a lot to my opinion of the stupidity of people in the world.."

    It must be just awesome being so superior to everyone else.

  • 2099net #32 6 years ago

    Well, shortages can raise hype, but only to a certain extent. If the public percieves there is too few units, there will be one hell of a backlash against Sony.

    They have to walk the line of meeting a certain percentage of demand. Failure to do so will leave them looking foolish.

  • Xerx3s #33 6 years ago

    I'll get one next year (Q4) when there is a price drop and more games are out for it. I'd avoid getting a PAL version of anything Sony. NTSC all the way, baby. Euro gamers alway's miss out.

    Even more reason for sony to fuck us Eu ppl in t3h batty. Thanks mate.

  • Sp3ct3r #34 6 years ago

    "We haven't started manufacturing yet"
    ROTFL
    and they said that microsoft sucked at launch and they will not repeat their mistake xD i luv sony

  • captainrentboy #35 6 years ago

    Beautiful machine???Riiight,yes according to Sony it might be the most powerful bad boy on the block,but attractive in any way?,as an electronic device goes,hell no!
    This isn't a fanboy statement by the way,but have Sony released any kind of software launch line up yet?And I mean a realistic one too,not the type that have MGS 4 and that DMC 4 as being there from day one.Because all I've seen them shout about as of late is a load of titles that are either already on the 360 or will be out on it around about the same time.That's not very impressive is it?

  • dredd97 #36 6 years ago

    @smelly

    "and people STILL rush out and buy one.. Then it'll do a lot to my opinion of the stupidity of people in the world.."

    It must be just awesome being so superior to everyone else.

    nahh it's just smelly is Nintendo's little mole ;)

  • smelly #37 6 years ago

    *sigh*

    If you think im a nintendo mole just because i think that if a console releases with no decent games, then people that buy one are up there in intelligence with jade goody.

    Then that says a hell of a lot about your IQ.

    >It must be just awesome being so superior to everyone else.

    If you cant see why that would be fucking stupid without thinking that the only reason you wouldnt be stupid enough to do that without being a fanboy of another machine.. Then yes i am superior to you, as you're obviously a retard!


    But as i said, i'm holding back judgement until i see launch line up. From what i've seen so far, nothing seems more impressive than i can get on the (cheaper) 360 (which also has more games).

    gawd, watch someone now call me a microsoft fanboy (i've already been accused of being a sega and nintendo fanboy today, may as well finish the set)

  • skillian #38 6 years ago

    >up there in intelligence with jade goody

    >that says a hell of a lot about your IQ

    >that would be fucking stupid

    >i am superior to you

    >you're obviously a retard

    >i'm holding back judgement

    Yes, I know I've omitted the context but it still made me LOL :)

  • dredd97 #39 6 years ago

    cheer up smelly!

    it was all in jest....

    you do sound like a fanboy at times, but to be honest were all fanboys at heart, just most of us won't admit it...

    I want a PS3, my wife wants a Wii (insert joke here), but I'm not paying the price sony wants me to pay, it's just too damn expensive, sure it's got blue-ray but i don't really want to have to replace all my dvds...

    The trouble with sony is that they know their no.1, and they know the playstation is a powerful brand name, it's just a shame they have become so lazy and taking us for granted (Nintendo were also like this, so perhaps it's Sony's turn to fail)

    In the end if Sony want to make a financial killing releasing the PS3 at under £300 would do it...(but would probably bankrupt the company)
    Edited by 1 at 21/08/06 @ 16:25

  • Arwin #40 6 years ago

    Even without any games, I'd still get a PS3 if I could. There are still a lot of things you can do with one after all, especially if they come through with the on-board Linux, but even without it there would be great movie playback, internet browsing, music, PS2 backward compatibility and so on. Perhaps they may even have some downloadable games ready.

    Of course, there will in fact be a fair number of great games, so I'm not worried. Last time I started with SSX and shortly after Tekken Tag, and I was very happy with both (especially SSX was cool, and both made for great multiplayer fun).

    I'm sure that this year we'll have at least 2 good titles in there and it will be interesting to see how many games there will be. But I'm fairly certain there will be more than 10, which is plenty. Especially as Insomniac seens very confident (in their own webforum) that they will be getting Resistence out at launch.

  • richardiox #41 6 years ago

    I still laugh when I see the E3 2005 footage and Sony proudly stamped all their PS3 lit with "Coming Spring 2006" then insisted that would be the actual release window right up until after Christmas.

    I guess it was a tactic of duping the casual gamer into holding off on purchasing a 360 as they could get their hands on a PS3 only 3 months later.

    I know most of my friends who dont read specialist gaming publications refused to believe it wouldnt be out Spring 06 as every mention of it in National Media / Lifestyle mags still kept the "Spring 06" bullshit.

  • kangarootoo #42 6 years ago

    @smelly

    Whoah there, cool your boots man. Are you having a bad couple of weeks or something? You've been in a right strop of late.

    I don't support the comment about you being a mole, so don't take that and add it your grumpiness with me. I was (admittedly somewhat cheekily) taking issue with you assuming that anyone who rushes out to buy a PS3 is somehow stupid.

    If there is just one good game at launch, that may be enough for some people. If they want to play the game, and they have the money, what from all of that makes them stupid?

    Maybe you would say they have more money than sense. I tell you, I'd be f'king delighted if I had more money than sense.


    And two points on this whole fanboy nonsesense that you repteadly INSIST on coming back to (and you're always the first one to use the word).

    I am not and have never been a fanboy of any platform. And anyone who reads my posts on here with any regularity will know that. I have also never accused you of being a fanboy (I can see why others do, but thats not the same thing).

    "I'm holding back judgement"

    It doesn't seem to me that you are holding back anything. In the context of this thread I don't really give a rats ass whether there are good games at launch or not.

    My point was purely that when people disgree with you or have a different set of requirements (like how many good games there has to be for them to buy a console), that doesn't make them stupid. It just makes them "not you" and I say again, its a very superior (and somewhat ironic) attitude to take.

    Now calm the f'k down. If you can't take a little bit of ribbing when you say something daft you are going to stress yourself into an early grave ;)

  • Skooch #43 6 years ago

    "You've been in a right strop of late"

    This is true smelly - I actually agreed with you on a comments post the other week and you bit my head off as you misread my post.

    Chill dude! :)

  • Mr_Whacker #44 6 years ago

    Its worth it because someone, anyone gets a console earlier and THE INDUSTRY MOVES ON instead of being held back by marketing. The quicker its out the quicker the good shit happens, even if I can't get one, the whole process of getting beyond launch titles to the AAA games happens a few months earlier. Isn't that what we want?

    If you 'launch' with just a few hundred consoles then its plastered all over the media which is publicity-a-go-go. The fact that a few thousand punters can't get one yet doesn't damage you because you're predicting long term sales in the millions. A few thousand internet strops doesn't usually damage sales as the majority of long term potential buyers don't read the same forums as us.

  • kangarootoo #45 6 years ago

    "even if I can't get one, the whole process of getting beyond launch titles to the AAA games happens a few months earlier"

    Very good point. I hadn't even thought of it like that.

    I AM INFERIOR! :)

  • wired009 #46 6 years ago

    I thought MS did a piss poor job with their handling of the 360 launch, but Sony has managed to make that stinker smell like roses. Show me the Wii.

  • 2099net #47 6 years ago

    [[ If you 'launch' with just a few hundred consoles then its plastered all over the media which is publicity-a-go-go. The fact that a few thousand punters can't get one yet doesn't damage you because you're predicting long term sales in the millions. A few thousand internet strops doesn't usually damage sales as the majority of long term potential buyers don't read the same forums as us. ]]

    Well, it depends on how the mainstream media chooses to cover the story. There's a reason why Blair pals up with Murdoch - his papers, especially the Sun can make or break anything. Given all of Sony's promises - not least their promise to have a better launch than Microsoft's 360, I think it is possible there could be a media led backlash. It depends on what else is in the news, and how many complaints reporters hear/are sent.

    Sony do have to be careful, not least because they have promised the world, and people don't like it when promises aren't met.

  • smelly #48 6 years ago

    you do sound like a fanboy at times, but to be honest were all fanboys at heart, just most of us won't admit it...


    me not.. this generation i ended up buying all the consoles.. next gen i'll probably do it too.

    the only difference is i WAIT until there's at LEAST 5 REALLY good games i want to play on said console. So I have never bought a console at launch.

    That said, Im intending to change that with the wii, as with the old downloadable games alone there's loads of games i want at launch...

    (gawd, watch someone pick up on that last sentence and accuse me of being a fanboy)

  • smelly #49 6 years ago

    @kangarotoo:

    Sorry, didnt realise you posted that, or i'd have taken it on context! I was replying to "dredd97" as i thought he'd written it!

    soz matey.

    Cant believe i just called YOU a retard.. lol.. whoops!

  • Mr_Whacker #50 6 years ago

    @2099net
    Its true, it can go that way. But I don't think a console can stay a laughing stock once 10 or so great games are out for it. The hype on games like GTA or HALO usually sees to that. And Son's emotion engine bolocks never did them much harm.

    @ kangarootoo
    Makes a change - you usually say what I'm thinking!

  • captainrentboy #51 6 years ago

    I still have this awful feeling that the PS3 isn't going to hit OUR shores this year,my guess is April 07.I'm sure this time last year there were a lot more concrete details out about what was happening with the 360's launch.I think Sony are doing the classic ''Say it's out before chrimbo until the last minute,then let everyone down but tell them they'll only have another 3 months to wait until it's DEFINITELY out''

  • ~j~ #52 6 years ago

    PS3 release date for europe, 2007 for almost everyone fact.

  • admir #53 6 years ago

    the ps3 can come out next year. most people will be playing their ps2.

  • Steroyd #54 6 years ago

    I think shortages being inevitable... was a "no shit sherlock" situation.

    /looks at the heated discussion.

    oh well i'll just sit back and enjoy my FFXII, Okami, Rogue Galaxy, MGS Subsistance, God of War 2, Disgaea 2 and Kingdom Hearts 2.... i mean the PS2 is sooo dead and buried, i can't wait to get a PS3 at launch and play nothing but PS3 games because the PS2 is so inferior and weak.
    Edited by 1 at 21/08/06 @ 22:06

  • Lex_Luthor #55 6 years ago

    You not buying God Hand and Yakuza then Steroyd? :)

  • smelly #56 6 years ago

    Well as they havent even started producing the things yet, with no set date on when they're going to start.. Yes i'd say shortages were VERY innevetable...

  • Xerx3s #57 6 years ago

    Smelly, why do you even bother? Anyhing you say will be twisted in their fanboy views.

    Sticks and stones you know... (and a ignore button) ;)

  • Lex_Luthor #58 6 years ago

    Here's a fine one to be calling others 'fanboy' :D

  • Xerx3s #59 6 years ago

    Yes, i'm a fanboy. I have all consoles of this gen, will get all consoles of nextgen and have most consoles of the past. On top of that I clock around 10/15 hours on the pc a week. How about you?

    The games I'm most looking foreward to? Bioshock, Supreme commander & QW:ET. Go figur.

  • Lex_Luthor #60 6 years ago

    "How about you?"

    I have all consoles too, that's the proof I'm no fanboy ;)

  • Inflatable #61 6 years ago

    Looks like they are crawling back on promises already.. How typical..

    So much for the promise of not having the same shortages as MS did at launch.. But what do you expect? This is Sony, at least 50% of what they promise is BS!

    Look at the bright side, at least some people in Europe will have a PS3 in 2006.. Still a lot better then having to wait 6 months orso after the Japanese get it, like it was in the past.. you can complain a lot about shortages with worldwide launches but at least it's more fair then it used to be.. MS sets the bar, and Sony follows.. Will Nintendo?

  • JackB #62 6 years ago

    Do the math. It's takes 6 weeks to ship via container ship to Europe. Count backwards 6 weeks from mid November and Sony will need a container ship fully loaded with 1 million setting sail on October 1st (not counting time to get to the stores).

    Now count backwards 1 month to produce one million units for the container ship. That means Sony needs to start production on Sept 1st...

    Oh, wait a minute, they are 9 days away from that date and we forgot about the other million units.... for the US and Japan.

    Oh, crap...
    Edited by 1 at 22/08/06 @ 06:04

  • Steroyd #63 6 years ago

    You not buying God Hand and Yakuza then Steroyd? :)

    I've got to save some money for the PS3 eventually ;)

  • SergioAguero #64 6 years ago

    Its kinda irrelevant, as someone else said you have have to get the launch of the way before the good stuff can happen later on...

    PS3 will be the best console to buy in.....2008. Why? Coz programmers will have got to grips with it more. More people with have an HD TV to hook up to it. And you will be able to get one for under £300 (probably). Oh yeah and blue-ray will probably just about survive as some analysts are saying when dual players come on the market late 2007.

    (I'm not a fanboy I just want to play Pro Evo really) More people will buy Xbox 360
    this November because its a good introduction to HD and powerful enough for games for the next couple of years....