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PS3 sales strategy was a mistake, admits Sony



Sony admitted its mistakes with the PS3 launch strategy. With an unrevolutionary architecture and unaffordable prices, the console would have made the manufacturer go through “difficult” times during 2006.

In a recent interview with CNBC, PlayStation Studios leaders Jim Ryan and Hermen Hulst and former PlayStation executive Shawn Layden discussed the challenges. According to them, Sony's seventh generation of games followed the PS2 hype, but ended up tripping over its own choices.

(We were) a little excited about the success we were enjoying on the PlayStation 2. We stumbled a little at the beginning of that generation.

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Challenges faced with the PS3 resulted in “incredible franchises”

The PS3 architecture mentioned by the executives makes reference to the Cell processor. Promised as a “super computer” by the company, the technology competed against Intel's top-of-the-line CPUs, but its potential was never fully explored by the manufacturer.

Meanwhile, the 20 GB model of the PS3 cost US$499 in the North American market. To give you an idea, in Brazil, the machine was found in some retail chains for a price of R$16,000.

In 2006, Hulst had only been in the PlayStation family for a year, as head of Guerrilla Games. At the time, there was difficulty in creating games on the console, but the company's dedication to developing “incredible franchises” resulted in the emergence of series that defined the brand.

What are your biggest memories with Sony's discontinued console? Comment!

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