Sitting bleary-eyed in a conference room in Manhattan last week with a thousand or so other people – many of them equally jetlagged, I presume – I can't have been the only person to wonder why we were in New York and not in Tokyo to hear about Sony's new console. Sony has had some hard times recently, but it is one of the great Japanese companies, and for a long time the PlayStation brand was inextricable from the country that it came from.
Not so anymore, though. The Japanese presence at the PlayStation 4 event was pretty minimal, with studios from all over the world turning up to show off their new projects – with a strong US focus. The PlayStation 3 may have just edged past the Xbox 360 in terms of global shipped consoles, but it's still firmly in third place in the USA and the UK despite big success in Japan and the rest of Europe. Sony will want to change that, and it is displaying a more global attitude than ever before, right down to the design of the console itself. It's a mission statement: the company is making a serious play for global dominance.
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