In Real Life

Sony's Used Games Gag 'Was Not Planned'

The video above was one of the biggest hits of this year’s E3. It was a sharp, smiling jab at the Xbox One’s restrictions on game-sharing from a Sony doing the Ali shuffle.

Today, I got the video’s back story from one of its stars, Sony’s head of worldwide studios, Shuhei Yoshida.

Kotaku: Why did you guys feel the need to make the sharing video?

Shuhei Yoshida: Oh, the sharing video! It was not necessary at all. We were waiting in rehearsal two days ago and Adam [Boyes, Sony v.p. of developer relations and the video's co-star] or someone came up with the idea and we were like, ‘Oh, what if we do this and that?’ We had a studio there in the event space room with Macintosh desktop editing. We shot the video and the guys added music. We were having fun. Andy [House, president of Sony Compter Entertainment] was like, oh, yeah, let’s release this virally. It was not planned.

[Satisfied with that little story, I tried to move on to the next topic in our interview; Yoshida politely cuts me off.]

Yoshida: Last I checked, we got over three million views.

Kotaku: You’re pretty proud of that!

Yoshida: We’re competing with some of the more high-production-value trailers.

The video now has 4.8 million views. Not bad at all.


Have you subscribed to Kotaku Australia's email newsletter? You can also follow us on Facebook, Twitter and YouTube.