Begun The Console Press Release Wars Have…

Begun The Console Press Release Wars Have…

With the GfK results for 2010 being released today, citing a 16% drop in overall sales, both Sony and Microsoft were quick off the mark, shooting out press releases within 30 minutes of one another, each bursting with hyperbole regarding the incredible year they’ve both had. But who was the winner in this console arms race? I’m not sure. I’m so confused…

Sony fired first, with a press release claiming they delivered “the industry’s strongest platform results in 2010”.

PS3 platform achieved the number one place in terms of value and year on year value growth, representing 27% of the approximate AU$1.7 billion industry accounting for AU$469 million across more than 5 million units of PS3 product2. The latter, reflects a 41% uplift for the PS3 platform in calendar year unit sales. This solid year-on-year growth comes off the back of strong platform results the year prior, and is indicative of the continued momentum of the PlayStation brand, devices and entertainment content available in Australia.

Roughly 30 minutes later, Microsoft got in on the action…

Microsoft’s Xbox 360 can reveal it was the fastest growing gaming console in the market in 2010, with the Xbox division experiencing its biggest year on record in Australia.

Xbox 360 bucked the trend in a market where total console sales declined year on year, showing 20 per cent increase in total sales from the previous year.

Xbox 360 also grew an impressive 52 per cent from the Christmas-period 2009 to Christmas 2010. The achievement was propelled by the launch of Kinect for Xbox 360, Microsoft’s revolutionary controller-free entertainment accessory, driving sales over the competitive Christmas period to result in Xbox’s strongest ever Q4 sales.

Michael Ephraim, SCEA’s Managing Director, chose to focus on the year as a whole – wise, considering Sony had an extremely consistent year in terms of software, drip feeding gamers a plethora of AAA titles throughout 2010.

“PlayStation 3 as a platform continues to outperform and grow,” claimed Ephraim, “even during the double digit industry wide downturn last year. Our consumers are responding to the increased entertainment content offering, from both our company and our network of partners, enjoying the benefits derived from our ongoing technical innovation, and also the more connected network experiences we continue to offer.”

Microsoft’s top dog, David McLean chose to focus on a strong Christmas period, driven by the successful launch of Kinect.

“The Christmas period is always the key indicator of whether or not you have connected with consumers,” stated McLean, “and Christmas 2010 was a milestone year for Xbox.

“Christmas sales are a telling time for future trends and gauging what’s popular amongst consumers. With Kinect we have changed the landscape of the gaming and entertainment industry. We have opened gaming to a new audience and essentially created a new genre in controller-free entertainment.”

Interesting stuff – difficult to really tell who had the best year, since there’s so much spin to dig through – but it’s refreshing to see that both companies are doing so well in what initially seemed like a weak year at retail for the games industry. We’re still waiting to receive a similarly spin-laden press release from Nintendo, but we’re not holding our breath considering the 3DS seems to be diverting the Big N’s focus and attention for now.


    • 2011 figures,
      ps3: 281,000 up from 266,000
      x360: 307,000 up from 256,000
      wii: 421,000 down from 723,000

      Excludes B2B.

        • I’m not sure about Australia specifically, but on a worldwide basis the PS3 has outsold the 360 for the past 2 calendar years.

          Re the Bravia giveaway, I’m not sure if those consoles are included in the gfk figures since they’re obtained by redemption from Sony i.e. they’re not being purchased from retailers either physical or online. Anybody know how gfk obtain their figures?

  • I’d also like to make a press release:

    My Wang has experienced its strongest year for quite some time. This is due, mainly, to a large team of individuals that helped drive my wang home resulting in both a 32% increase in output and 26% increase in input.

    The Christmas period also saw extraordinary growth, satisfying not just consumers, but a large proportion of shareholders.

    This has also lead to a surge in late adapters jumping on board my wang if not only to see what all the fuss is about.

    This puts the year 2011 into perspective for my wang and we can only hope to grow my wang further whilst simultaneously leaving consumers satisfied with the outcome.

    So on behalf of My Wang, i would like to say thank you and we look forward to seeing my wang in the hands of many many more people – men, women and children – in the year ahead.

    Thank you.

    • Analyst Michael Pachter disagrees, however.

      “While Chuloopa’s wang certainly surprised everybody this year with the unexpected amount of demand, we don’t see it as being sustainable. Anectodal evidence from early adopters of Chuloopa’s wang suggests that the primary attraction was it’s extremely low price-point, and once the initial thrill wears off, it doesn’t have the staying power to retain users’ interest.

      “Consequently, we expect to see Chuloopa’s wang soften significantly over the next year as bad word of mouth leads to potential wang consumers steering clear and choosing other, superior wangs. With Chuloopa’s wang already so cheap we see no room to grow market share at the lower end with further price cuts, while the upper end of the market has plenty of better quality wang to choose from.”

      • I’d like to respond to Analyst Michael Pachter’s repeated beating of My Wang.

        I find Mr. Pachter’s lack of faith disturbing. If there is one thing my wang has always excelled at, it’s getting itself out of a sticky situation.

        While my want may be one of the cheapest on the market, it is in no way inferior. In fact, my wang has been known to last several hours before requiring a recharge of ten minutes or so, while other leading competition lasts for half as long.
        This is due to a combination of Australian parts.
        While this does make its components larger, consumers tend to favor it over its smaller Chinese rivals.

        In fact, i am so confident in my wang i am willing to give free in-home demonstrations to nay-sayers to show them just how great my wang can be.

        • Meanwhile, The Wang-King of the 3rd Wang Dynasty in China had this to say.

          “Foreign consumers should not be dismayed by the miniscule nature of our wangs as they have been mass produced on a much larger scale than our Western competitors.

          Indeed, sacrificing size for maximum efficiency and lower price allows cheaper exports to nations whose consumers lack any capacity to acquire a wang at all.

          Due to our sustained government-controlled efforts in stimulating our wang market, countless international customers alike are all dying to get a hand, or two, on our wangs.

          We concur with Michael Pachter’s analysis and can only conclude that the average Australian wang is unsustainable due to an insufficent amount of labour put behind it.”

          • Chuloopa’s going about it all wrong. He needs to do what I did and concentrate on the foreign market. I started exporting my wang to the chinese/malaysian market in 1999, eventually signing an exclusive wang-distribution agreement with a partner in 2006.

            This has led to consistent, reliable demand for my high-quality wang, and a guaranteed market going forward into the forseeable future. It’s a win-win – the chinese consumer gets top quality Australian wang, while my wang is an exceptional fit in the marketplace, ensuring strong demand.

            I just hope my foreign partner doesn’t read this, as it may constitute a violation of our commercial NDA, resulting in a possible temporary suspension of wang shipments.

  • Meanwhile, the PC continued to have the best graphics, more user customization and the most titles available. For the umpteenth year running.

      • Cheapest games, including stuff for free which you’d pay for on smart phones, more versatile, more user-generated content, more flexability, more personal, don’t have to pay extra to play against other people online…

        Okay, just xbox live, but I’ll stop now anyway.

    • And also the most number of invasive DRM mechanisms and the least number of sales as players go to console for the ‘pick up and play’ instead of the ‘install and pray to the activation gods’.

      I do not know why people keep playing the ‘graphics’ point when it comes to justifying the use of a PC. Yes, the detail is lower on consoles – I am not going to say otherwise – but when your are playing two metres away there is no way one can see the difference anyway.

      Finally, and I cannot stress this enough, no amount of graphics or sound will *EVER* substitute for good *GAME PLAY*.

      • And before anyone tries to brand me a console fan boy – again – I also have a Quad Core PC with a GTS 450 and plan to use it to enjoy the next Deus Ex when it comes out.

        And I am sure it will as it is able to run Crysis without causing itself to spontaneously combust.

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