Mobile, tablet gamers will move to PS Vita - Sony

Q&A: John Koller talks about the timing of the PS3 price cut, welcoming Xbox 360 and Wii gamers into the fold, and the impact of new platforms on traditional portables.

Yesterday, Sony dropped the price of the PlayStation 3 to $250. It was the first price cut for the console since the electronics giant introduced the slimmed-down redesign of the PS3 at Gamescom 2009. After the announcement, Sony director of hardware marketing John Koller took time out to answer GameSpot's questions about the timing of the price drop and how it plays into Sony's planned 10-year life cycle. Koller also detailed the company's assessment of the mobile and tablet gaming market and what exactly its impact will be on the financial fate of the upcoming PlayStation Vita handheld.

Sony director of hardware marketing John Koller.

Sony director of hardware marketing John Koller.

GameSpot: Why drop the price of the PS3 now?

John Koller: We see a lot of opportunity in the market, and I want to note that we've been planning this price drop for quite some time. We look at it in a long-term view, so 12 to 18 months prior to now, we knew that we were going to be dropping the price. We decided that the time was right now because we saw some of the market shifts occurring with new demographics to the market, primarily some of the family and casual consumers coming in, the new price point would be more palatable to them. But we also knew that the software lineup we have coming this fall is really the best we've seen on the PS3 so far. So marrying the two together was really an important thing for us.

GS: It has been two years since the last price cut on the PS3. Is that any longer than anticipated between cuts?

JK: No. As I mentioned, we don't look at these price cuts on a short-term basis. We don't react to short-term, week-over-week market trends. We knew going in that the 2009 price cut would probably stand the test of time for a few years, and it did.

I also want to note that the other rationale about having the price drop now is that our arms are wide open for Xbox 360 and Wii consumers to come aboard the platform. We knew with the software lineup we have--primarily on the PS3--the time was right to say we're open to all gamers, whether it's a second console for the household or a new one on the family demographic side. Either is great for us, and with the software lineup we have coming, we think that 360 and Wii consumers will certainly be very interested with the new price point.

GS: Given the 10-year life cycle you plan for with Sony systems, is the PS3 where it needs to be at the halfway point?

JK: Absolutely, and we're seeing a lot of momentum in the marketplace, not only for the platform itself, but the PlayStation Move and 3D. Yes, we are in great shape for where we plan to be and really see a lot of great momentum to come.

Sony doesn't expect the PS Vita to suffer as a result of the mobile market.

Sony doesn't expect the PS Vita to suffer as a result of the mobile market.

GS: So with the 3DS struggles and the PS Vita coming out, this is a point of speculation for lots of people. How significant is the impact that smartphones and tablets have had on the traditional handheld market like the PSP and DS?

JK: We view that as two separate demographics, and we've done a lot of quantitative and qualitative research to back this up. When you look at the type of consumer that's playing cell phone games currently, it's someone that enjoys smaller "kill time" gaming and has not gravitated to the larger, richer, deeper experiences that true handheld gaming provides.

We've certainly seen that on the PSP, and I know Nintendo has probably commented on it for their products, but as we go toward the PlayStation Vita, I can tell you that as we started looking at that product and the market opportunity several years ago, we saw a real strong demographic for those deeper, richer, console-type experiences. We had them on PSP, but we've taken them to a new level on PS Vita with the entirety of new ways to play.

That "new ways to play" idea, particularly for Vita, really differentiates from what's available on mobile phones or tablets and, frankly, what will be available on those platforms over the next three to five years. You're going to see PS Vita expand what a lot of people believe to be true about handheld gaming, and you're going to see a lot of those current mobile phone and tablet gamers come over to Vita. We're very convinced of that.

130 Comments

  • imprezawrx500

    Posted Oct 31, 2011 3:07 am GMT

    The real problem with portable consoles is first they are two big to fit in your average pocket, none of the games are really suitable for playing for short lengths of time and they have terrible battery life. The only real use I see for a portable gaming system is for holidays when you go away and you want some deep games with you. For the bus stop or what ever smart phone games are far more suitable. Real deep games are played on game consoles and smart phones are perfect for other games. Besides kids the portable console gaming market is declining.

  • Wormkid_64

    Posted Sep 12, 2011 2:25 pm GMT

    I agree with both Sony and Nintendo. Tablets and phones are NOT game devices. No one says,"I'm looking for a new game device....Hmm.The 3DS for $180,the Vita for $250,a smartphone for widely varying prices with two year contract and monthly payments,or a tab for 600 to 800 bucks....I think I'll go with a phone or tab."

    Anyone who games ona phone or tab just picked up the device for its other features and said,"Oh it plays some games too.Neat."

    Us gamers may have a smartphone with games on it,but that's just to kill time.When we want a real game,we boot up a dedicated console.

  • vii_words

    Posted Aug 24, 2011 2:19 pm GMT

    He's actually right ----- two different demographics.
    The casual gamers will cling to their smart phones.
    While us hardcore gamers will have Both the smart phone + handheld console of choice (maybe 2?)

    I mean, last night I was unsuccessfully trying to find a good racing game for my phone to play on the next long-haul flight. The control mechanics, the graphics, the sound, depth of the game, something's just not right.

    Oh wait, that's just what GT PSP does.
    **recharges dusty PSP and starts lapping Nurburgring with an ARTA NSX**

  • Neil211

    Posted Aug 23, 2011 11:54 am GMT

    Don't get me wrong I love Sony and I'm definitely gettin this but to think ur product will not suffer to mobile/tablets game market is ridiculous. If NINTENDO suffered from that with the 3DS at the same retail price as ur PSVita then what makes u guyz think ur going to get around that. NINTENDO

  • NodakJo2010

    Posted Aug 22, 2011 3:48 pm GMT

    @cbthedog........those two separate statements contradict each other. Angry Birds and DoodleJump are simple, non graphical, and quick to pick up and play games. Not graphically deep and rich games like Zelda yet you say you miss the days of gaming when its just about the game.......

  • cbthedog

    Posted Aug 21, 2011 6:31 pm GMT

    o yea BULL S H I T. If 3DS couldnt do it (fanboys, accept the fact that DS had a bigger reception than PSP) i doubt vita can. I love Sony, but that statement is just foolish. iOS and Android will continue to dominate, and dedicated gaming is going down. I hate that Angry Birds is "cooler" than Zelda, or that DoodleJump is "more fun" than Little Big Planet, but hey, simple minds need simple entertainment.

    I miss the days of when gaming was about the GAME, not the multiplayer/graphics. Or when movies were about the PLOT, not 3D. Or when books were better on PAPER, not a kindle (although a Kindle/iPad is convenient). It just seems that people need a gimmicky little add-on to make an experience worthwhile...

  • KaizerJinn

    Posted Aug 21, 2011 4:56 pm GMT

    Vita is looking more and more intriguing. i'm definitely getting one!

  • Fearzone

    Posted Aug 21, 2011 2:25 pm GMT

    I agree with what he is saying about tablets. I have yet to see a must-have game on a tablet or iPhone, or anything that comes close. Until I do, they and the handhelds are apples and oranges. For most serious games (except pure strategy) you need precision input, which handhelds have, and tablets don't.

  • j2zon2591

    Posted Aug 21, 2011 1:21 am GMT

    I doubt there's really a "tablet gamer" per se. These so called "tablet gamers" have the tablet for other multimedia purposes.. and my guess is that more often than not, games are secondary to the multimedia function. The most significant of w/c is the Web Browsing Experience and a deal of "useful apps".

    Unless Sony implements a good web browser and a bigger app base, I don't think they're pulling any significant "tablet gamers" they so call (discounting those core gamers/ handheld gamers [PSP/DS] who own a tablet).

    Hey! By no means am I saying that they wouldn't reach their sales projection.. I just don't think that most of them would be the tablet users who play "casual games".. CASUALLY.

    GL Sony.

  • Yuck_Too

    Posted Aug 19, 2011 9:15 am GMT

    lol...what is it with people these days...just because they say so does not make it so.

    What it really means is we'll see a lot of instant shovel ware instead of quality games...

  • Wormkid_64

    Posted Aug 19, 2011 2:46 am GMT

    Take THAT iPad fanboys! A representative from one of the Big 3-a definite expert- agrees with every "core" gamer out there.(That is one who games intentionally,not just to kill some spare time.) Your stinking phones and pads just can't produce the games we want to play for hours and hours. We'd rather play those devices while taking a dump on the toilet.When it's time for a deep,long,rich gaming experience,it's time for a Nintendo or Sony handheld.

  • DCSchark

    Posted Aug 18, 2011 3:51 pm GMT

    I love the PS2 and PS3, but not the PSP. Just a couple of months ago, my UMD-drive stopped functioning. Now, I have to pay $20-30 to replace it, take the PSP apart and install it myself. Yet, I think the PS Vita is a great successor to the lousy PSP just because it uses game cards instead of UMD's and it has a LOT of multiple functionalities. Good job, Sony.

  • Chico_Azteca

    Posted Aug 18, 2011 2:12 pm GMT

    .....there is not even gamers there, just posers

  • vadicta

    Posted Aug 18, 2011 1:00 pm GMT

    I'm currently doing all my handheld gaming on an Android device and I'll be switching over to the Vita. So, proof of theory = Me

  • CorruptGamerGX

    Posted Aug 18, 2011 12:21 pm GMT

    Another piss-poor article from GameSpot.

    JK: You're going to see PS Vita expand what a lot of people believe to be true about handheld gaming, and you're going to see a lot of those current mobile phone and tablet gamers come over to Vita.

    Why would he say something this stupid when Sony just recently released the Xperia Play with its purpose being to take a bite out of the mobile market? I think he's basically saying Vita will offer games from both worlds. REAL games for the hardcore and mobile shovelware iCasuals love. My guess is that those horrible phone developers will obviously port their games to Xperia Play then, if they want extra pocket change ($0.99), PSVita.

  • Hvac0120

    Posted Aug 18, 2011 12:06 pm GMT

    A huge plus for the PS Vita is that the mobile games can be migrated from the tablets and phones onto the PS Vita with minimal effort since it has many of the same features that tablets and phones have. Add to that the fact that the PS Vita versions can have some additional content and extra ways to control that the tablets and phones don't offer.

    I really see a PS Vita owner as someone who plays more on a portable system than a home console, but who enjoys the home console experience.

  • painpas

    Posted Aug 18, 2011 11:33 am GMT

    Let's look at a few things rationally. I have a laptop and the Ipad is limited in some respects so that device is not for me .. YET. The Iphone is a great phone and the Android too... AS PHONES. They have their time waster games and that is cool but is not good enough for me as a gaming device. That said, the 3DS and the Vita are perfect for me as a gamer. I cannot stress enough that as life changes so does your dedication. A system that you can pick up and play at anytime and get a great experience with adequate controls is fantastic for the GAMER. This device is not to compete with anything really it is for those who like games and trust that the game quality will be up to snuff. Yes IOS and android will have there share of turnbased games that will work on the device admirally. Conversely, there will be times where precised input will be a necessity and dedicated touch handhelds will be all purposed for GAMES. I like the line up and have pre-ordered this and GAMERS should do the same for our industry and preferred control inputs be preserved. We have to put the money up for devs to continue to make the great experiences that we have come to love. I for one will support both the 3DS at some point and the Vita is a day one because I am older and like the new tech in the machine from a performance and innovative gameplay stand point.

  • dRuGGeRnaUt

    Posted Aug 18, 2011 10:57 am GMT

    Last thing, if $50 was all that was keeeping the xbox 360 crowd from buying a ps3, I don't think those are the fans you want. I mean, waiting YEARS and YEARS for a $50 price drop? you think these types of people buy new games? no it's used and bargin bin priced only.

  • dRuGGeRnaUt

    Posted Aug 18, 2011 10:55 am GMT

    Also, I don't think lowering the ps3 price to $50 cheaper than their handheld was a good idea. Cause for me(a ps3-less gamer), I would MUCH rather buy a ps3 + a game or two then a handheld. But hey thats'a me. Also, the comments about the size of the vita are spot on, I don't think people want that in their pocket, given the size of "smart" phones these days, I dont think peoples pants can hold up any more weight.. maybe if they included a new "Vita" belt, with gamestorage and suspenders

  • dRuGGeRnaUt

    Posted Aug 18, 2011 10:52 am GMT

    I find it funny how the 3ds AND the vita basically kept there almost EXACT look to the hardware. To me it's not a good thing, I often quickly see pictures of the Vita and mistake it for a PSP. Only upon closer inspection to i notice the 2nd analog stick.

    Same with the 3DS. I hope the packaging they choose for the Vita will be drastically different.

    PS: I dont think all the "tablet-obssessed" people that spent $500-$800 on their new, "everyone wants one" tablet, to use a "vita".. I would imagine in the coming months, we will see MEGA promotion of vitas in all sony pictures movies, just like apple products on tv and movies. They need to make the whole "ipod" generation/crowd want one.. and they need to have "shortages" of units following launch. hype my friends, its what everything in the tech world is based on