'No 360 shortages this Xmas'

By Johnny Minkley Published 31 August, 2006

So says man who should know.

While it's looking increasingly likely that there won't be enough PS3s to go round when the console launches in November, Microsoft Europe boss Chris Lewis has pledged that there will be "no shortages anywhere in the region over Christmas" for Xbox 360.

The launch of the 360 last year was dogged by widespread unavailability of the system, due to the huge logistical challenges involved with managing a simultaneous global launch - leaving many gamers frustrated and many shopkeepers a bit fed up.

But after a shaky start, Lewis believes Microsoft now has the infrastructure in place to make good on its one-year head-start over bitter rival Sony.

Lewis's comments came in an interview with Eurogamer TV at last week's Leipzig Games Convention. When asked if he was confident of having enough consoles to meet demand over the peak period, Lewis replied: "Very confident. We were pretty tight after this last Christmas, [but] we tripled production; we put plenty of inventory in the air rather than using the water because it was important to get the stock to the right places at the right time.

"I'm very confident that we have the production capacity to suit our ambitions. And there will be no stock shortages anywhere in the region over this Christmas period, I can assure you of that."

Lewis' confident statements, made alongside a boast that Xbox 360 is the only option for the next 12 months thanks to Microsoft's exclusive deals on FIFA and PES, come at a time when Sony is under mounting pressure to spell out its launch strategy. PS3 made a surprising no-show at last week's German games show - despite having been fully playable at E3 in May.

Earlier this month, SCE UK told our sister site, GamesIndustry.biz, that its rollout strategy for PlayStation 3 would not be confirmed until mid-September..

Sony US boss Kaz Hirai recently admitted that Sony had not yet begun manufacturing PS3, and that it is a "logistical impossibility" that they'll able to meet demand this Christmas.

However, while Microsoft effectively disowned the original Xbox once 360 launched, Sony will betting on another strong performance from the good old PlayStation 2 in the coming months, with a price cut to £94.99 announced last week - plus new pink SKUs of PS2 and PSP designed to attract the ladies.

Asked whether he had any advice for Sony, as it makes its first attempt at a global launch, Lewis offered: "Well, I should say I wish them well. And I do; this is a tough business and I think they're taking on a tough challenge there in terms of the launch ambitions they're talking about, so we'll see how that manifests itself over time.

"But right now we're not deviating from the path we're on and we certainly won't be distracted."

The full, exclusive video interview with Xbox Europe boss Chris Lewis will be broadcast on Eurogamer TV in the coming days.

Picture of Johnny.

About Johnny Minkley

Eurogamer TV's Johnny Minkley is a veteran journalist with a lifelong passion for games and the games industry. He uses Twitter more than most people use air.

Read more articles from Johnny by visiting the Johnny Minkley archive page.

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Comments (42) Latest comment 6 years ago

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

  • Blerk #1 6 years ago

    "Read my lips. No new taxes."
    Edited by 1 at 31/08/06 @ 12:24

  • LetsGo #2 6 years ago

    Thats cos no-one will want one as the PS3 and Wii will be out.

    The next-gen would have arrived.... Bye bye last gen 360..... Take your glorified old games emulator elsewhere...

  • smelly #3 6 years ago

    ah soddit, i'm gonna become a microsoft fanboy for a day (just to spread myself around a bit):


    >Thats cos no-one will want one as the PS3 and Wii will be out.

    http://ww w.wired.com/wired/archive/14.09...


    >Bye bye last gen 360.....

    If you REALLY believe the ps3's graphics will be any better than the 360's then you'll be STRONGLY mistaken. (and rather embarrasingly out of pocket).


    >Take your glorified old games emulator

    *cough*, at least it has games to play :-)

  • Steroyd #4 6 years ago

    erm... wouldn't no shortages at Christmas for the Xbox 360 be a bad thing for MS?

  • X201 #5 6 years ago

    "erm... wouldn't no shortages at Christmas for the Xbox 360 be a bad thing for MS?"
    That depends if you're looking at it from a "no one is buying it" stand point or a "thousands of people wanted one and got one" point of view. The first is bad for MS the second means that they've got the money in their pockets from every customer that wanted one.

    Putting the "Sold Out" sign up after selling a total stock of 5,000 and still having stock available after selling 30,000 are two very different financial bunnies.

  • kissthestick #6 6 years ago

    .........and how many more 360 breakdowns can we predict?

  • smelly #7 6 years ago

    wouldn't no shortages at Christmas for the Xbox 360 be a bad thing for MS?


    It's better that if 10 million people want to buy one and they have 10 million available to sell, than if 10 million people want one and they have less than a million to sell..

    *cough*notgonnamentionanynames*cough*

  • smelly #8 6 years ago

    .........and how many more 360 breakdowns can we predict?


    (looks at how stable the ps2 was, and that ps3 is using lots of new tech)

    Probs a damned site less than the ps3...

  • JediMasterMalik #9 6 years ago

    Well at least they've future-proofed their slump in sales this x-mas. To the web going gamers at least.

  • Steroyd #10 6 years ago

    But Smelly you're using your own personal experiences with the stability of the console to judgement what it's like for alot of other people (and Sony's Quality Control in general)

    While you could say you know ten friends that's had to replace their PS2 ten times, i could find ten friends who treated their PS2 like shit for 5 years and it's still in working order.

    you know... just sayin'

    This selling out thing is a variable though say Sony do manage to ship 2 million units worldwide initially and then 1 million a month after that, how many units are MS planning on shippping in the holiday starting October?

  • Dizzy #11 6 years ago

    Plenty of stock.. should be easy for 360 to reach that 10m.

  • SomaticSense #12 6 years ago

    Bit of a stupid announcement. Don't get me wrong, but I wouldn't have thought that the 360 would have come anywhere NEAR being sold out this christmas. I mean despite the fact that MS would've had a whole years worth of manufacturing the units out of the way, plus the arrival of the PS3 and Wii would surely mean there would be no way in hell that MS would struggle to supply the demand for 360s.

    It all sounds a bit overly optimistic from MS Europe.

  • smelly #13 6 years ago

    @Steroyd : Yeah, speaking from own exp.. once bitten and all that :-)

    Im waiting to see if the bluray drives are stable before i consider getting a ps3.

    But in that time i mightve bought a 360 by then, and i cant see point in owning both (what with them both being so similar)

    meh, what do i know, im a nintendo fanboy :-)

  • glaeken #14 6 years ago

    The 360 could actually sell quite well at Christmas with those who just can not wait for PS3. There are plenty of people who might end up getting a 360 because they can not buy a PS3. Of course the WII and PS2 could also pick up sales due to the lack of available PS3's.

  • smelly #15 6 years ago

    Question is, are people going to be prepared to pay THAT much for a ps3 when the launch games are gonna look no better (or PERHAPS worse) than 360 games

    Note : I said "perhaps" I dont know for sure any more than any of you lot do until we see the games running side by side.

  • smelly #16 6 years ago

    EDIT : I must say, it's refreshing TALKING about these things without idiots starting a dick waving "mines better than yours" contest.

    Please try to keep it up!

  • smelly #17 6 years ago

    >definitely pick up a PS3 at some point

    Even for me that's taken as read!

    (unless it does a dreamcast)

  • Gori #18 6 years ago

    Dil,

    The two guys in your story never did exist, now did they?

    Anyway. TDU is shit, and GoW and Splinter Cell we don't know how good they are yet. There's still not enough quality games for the 360 to make it worth buying for most people. Most people will wait a year or so to buy a next gen machine, and they're the sensible ones.

  • BettySwallocks #19 6 years ago

    @Gori - "Most people will wait a year or so to buy a next gen machine, and they're the sensible ones. "

    The 360 has been out for a year, so by your definition those buying a 360 this cristmas rather than a PS3 or Wii are the sensible ones?

  • rhinoxious #20 6 years ago

    I'm not surprised by this announcement, console shortages at xmas have been a regualr feature in the PS2s lifespan. Not that I think the announcement actually counts for much without some numbers.

    I'm sure next xmas Sony will definitely be wishing they can make a similar kind of claim.

  • rhinoxious #21 6 years ago

    It's all about next xmas really, this xmas is like the pre-match argument between Sony (reigning heavyweight, maybe looking a bit slow these days) and MS (young pretender, but has some recent proven form).

    But next xmas is going to be the big fight, and there's a lot of games to play between now and then.

  • smelly #22 6 years ago

    And it's very obvious that PS3 will probably outsell everything next year. As there are people out there who'll buy one even if all it was, was a turd on a stick costing $5k a year.

    But who gives a flying about what sells more than what?

    Meh, I think I've reached breaking point with trying to discuss things on these forums after trying to save people time/money on another thread.

    So Im outta here.

    Cya'll some of you have been interesting to talk to over the years.

    The others have just been fanboy scum.

  • nickthegun #23 6 years ago

    I was going to treat myself to a 360 last christmas, but couldnt find one. Infact, I got so hacked off, I swore that I would forgo one and just wait for the PS3.

    But over the course of the year, great games kept popping up on the radar, it wasnt that expensive and was, eventually, readily available. Eventually due to a combination of my resolve melting and, predominantly the cost and lack of interesting launch titles, I got a 360.

    But, the way MS handled the launch of the 360 almost cost them a customer. Shit, if Sony had managed to launch in summer, I would have probably spoken to Norton finance by now. But, if there is genuinely no discernable difference between the performance of the PS3 and the 360, coupled with a fair few exclusive 'Herd' games, MS could really mop up the people who were feeling like I was last year.

  • sopaman #24 6 years ago

    No wonder why. With under 20,000 consoles sold weekly in Europe and virtually none in Japan even I am in the position to assure that. Bet they already have enough stock and don't need to ship more units to stores until next year to meet consumers demand.

    Yes, I'm very evil indeed and a Sony fanboy -- not really but let's be realistic: M$ has difficult times ahead with the highly anticipated PS3/Wii coming out. And don't forget the handhelds, both of which are doing better than the Xbox360.

  • thinktank #25 6 years ago

    Would it not be wise to assume the hardcore will be buying the PS3 as only those who would have pre ordered it will be able to get one. And the only one who would preorder would be the hardcore.

    Leaving the 360 for the mass market, with its availablity, price, volume of games all geared towards that market.

    As for the wii, i have no idea how that will go down?

  • rinoaMW #26 6 years ago

    Well even i'm not buying a PS3 at launch (and i'm usually the 1st in line for a new console - i'd say i was an ardent gamer - as i hate the word "hardcore" ;) - its over-priced and there's practically no info on launch games.

    I will get one eventually though, maybe when Heavenly Sword is released, but come Nov 17th i'll be biting my bottem lip trying not to look at the queues for PS3 and will have a lovely copy of GoW instead.

    Im also sure *some* people will be let down on Ps3 launch day, and with £500+ in their burning a hole in their pockets - i reakon at least some of them will part with £240 of it for a 360 and GoW.



    Edited by 2 at 31/08/06 @ 16:30

  • thinktank #27 6 years ago

    Also we may squabble about which system will come out on top, but we are the hardcore market and we are the minority and have been for quite some time.

    who ever appeals to the mass market the most is the company i believe will come out on top, and to me PS3 is very anti mass market at the moment.

    I would have to say i do fall into the xbox camp, but i am by no means a fanboy. I would very much like the market share to be split evenly between all parties, or as close as can be.

    Bitter competition will benifit all gamers,

    I can but hope.
    Edited by 1 at 31/08/06 @ 16:35

  • mike_mgoblue #28 6 years ago

    Mitsubishi securities says that the Playstation 3 will only have sold 3 million systems by March of 2006. The Xbox 360 has a sales goal of 10 million systems by the end of 2006, and 15 million systems by June of 2007. There is no doubt about; the Xbox 360 will the system that has sold the largest number of units for quite a long time, and probably for good.

    The overwhelming majority of videogame industry analysts say that Microsoft won the 2006 E3, with the Wii finishing a distant second, and the Playstation 3 finishing a very distant third. There is absolutely no doubt that the Xbox 360 won the European Leipzig videogame trade show, especially with their announcement that the Xbox 360 will be the only place where European gamers can play next-generation Soccer in high-defintion video with 5.1 digital sound for the next TWELVE MONTHS!!!

    I can't wait to see what happens at the Tokyo Game Show, because Microsoft has been saying for some time that they will be "relaunching" the Xbox 360 in Japan. I bet we will hear a lot of surprising things that Microsoft has kept secret for the Japanese market.

    I also can't wait for the Microsoft X06 Trade Show, which will take place shortly after the Tokyo Game Show. That is the one where Microsoft will reveal all of the remaining secrets for the year. That is going to be AMAZING!!!

  • thinktank #29 6 years ago

    "Playstation 3 will only have sold 3 million systems by March of 2006"

    /Wakes up

    What?!! when did this happen? how long was as i asleep??

  • Les #30 6 years ago

    lol@mike_mgoblue 2

    And 5.1 digital sound?! That's sooooooo last gen...
    Edited by 1 at 31/08/06 @ 17:00

  • MJ #31 6 years ago

    lol@mike_mgoblue 3

  • nickthegun #32 6 years ago

    lol@mike_mgoblue cubed

  • MJ #33 6 years ago

    Hey mike_mgoblue (aka Micheal Zoran).

    We all know you work for Microsoft, you corporate muppet!

    [link url=http://msdn.microsoft.com/chats/transc ripts/enterprise/windows_011404.aspx
    ]http://ms dn.microsoft.com/chats/transcri...[/link]

    Do you get extra brownie points for everytime you mention 5.1?

    [link url=http://www.xbox360fanboy.com/2006/08/26/madden-07-fo r-47-99/
    ]http://ww w.xbox360fanboy.com/2006/08/26/...[/link]

    see comment number 7.

  • Xerx3s #34 6 years ago

    Who cares. Gimme GoW, Supreme Commander & some other nice games for this xmas period and I'm happy.

  • chupachups #35 6 years ago

    "The next-gen would have arrived.... Bye bye last gen 360..."

    I could have said EXACTLY the same thing when the Xbox launched a year after the PS2, with far more advanced graphics. Did it make that much difference to PS2 sales though? No, not really, especially as Microsoft was forced to drop the price almost immediately because it was so much more expensive than the PS2.

    People like having good graphics, but they also like low prices.

  • myiagros #36 6 years ago

    Who cares. Gimme GoW, Supreme Commander & some other nice games for this xmas period and I'm happy.

    why wait till christmas you can buy God of War now, i believe its only about £20 these days. ;)

  • Hughes. #37 6 years ago

    @MJ +10

  • Xerx3s #38 6 years ago

    Furby: You lose 20 intarwebby's for using $. ;p

  • myiagros #39 6 years ago

    well done MJ

    lol @ mike_mgoblue, you are truly an ass

  • Lex_Luthor #40 6 years ago

    lol@mike_mgoblue (part 6)

    Nicely owned there MJ :)

  • blender #41 6 years ago

    lol lol @ mike_mgoblue.

  • miiiguel #42 6 years ago

    furby: do you want to bet that you wont be playing with a PS3 this christmas ?

  • PS3lol #43 6 years ago

    PS3 is doomed in Europe for the next 12 months. It offers nothing.