Things Getting Worse For Sony: Time For PR!

Posted on Thursday 7 September 2006

Well, Sony appear not to be the most popular of companies today, as per my prediction yesterday that a lot of people would be mightily annoyed.

But, things just seem to be getting worse. One of Sony’s other big promises, and its supposed advantage over Microsoft, is the fact that the PS3 can output at a resolution of 1080p - far above othe Xbox 360’s 780p. But, well, it’s only an advantage if anyone actually takes you up on it. Kikizo writes that they have recently been contacted by a developer who comments that “even with [final hardware] in mind, reaching good frame rates at 1080p with next-gen graphics is almost impossible. Instead many developers, ourselves included, are reworking so they run at 720p.”

So, there’s another strike. Kikizo does point out that Polyphony’s Gran Turismo HD is 1080p, but whether or not that was just for the tech demo seems to be up in the air - Kikizo suggest that this will all be cleared up at the Toyko Game Show, which runs from the 22nd to the 24th of this month. I might just add here that those dates are actually prior to Sony even starting production on the PS3. Which is astonishing.

Unsurprisingly, Microsoft have decided to throw a few barbs the way of Sony. “We know how challenging it is to pull off a global launch,” says Xbox UK boss Neil Thompson in a GameIndustry.biz interview. “So it’s not surprising that Sony has backed away from their previously announced launch plan, due to the unproven technology they are trying to pack in to their console.”

He’s pretty much spot on, really; Blu-Ray is unproven, both in terms of an easily producable technology, and a viable product. We still don’t know that this is actually going to sell - personally, I’m pretty happy with DVD. I’m no movie connoisseur, but I am a consumer. Though Thompson might want to rethink his claims of a “global launch” - I realise Australia is a largely forgotten territory in the world market, but it’s worth noting that we didn’t actually get the 360 until March this year.

Still, there is some good news, and it comes in the form of “Smilin’” Dave Karraker, who is the lucky new head of PR for Sony Computer Entertainment America. Before this, Smilin’ Dave was North American Vice President of Corporate Communications for Allied Domecq Spirits and Wine, which meant marketing such quality booze as Stolichnaya, Maker’s Mark, and Kahlua.

What does he look like? Can he explain to millions of furious fanboys why there will only be 400,000 PS3s available on launch? Can he stop Sony from making more ridiculous promises? Only time will tell!

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