PlayStation3 delivers the industry's strongest platform results in 2010
Friday 11 February 2011, 5:07PM
By Sony Computer Entertainment New Zealand
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Sony Computer Entertainment New Zealand (SCE NZ) today revealed another strong performance for the total PlayStation®3 (PS3™) platform which in both real and relative terms outperformed other competitive game platforms, in both value and unit growth. The PS3 platform[1] achieved the number one place in terms of value and year-on-year value growth, representing 31.5% of the approximate NZ$158 million industry.
This reflects a 32.4% 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 New Zealand.
David Hine, Sales and Marketing Director Sony Computer Entertainment New Zealand, said, “PlayStation 3 as a platform continues to outperform and grow. 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.”
He added, “Today’s result announcement reflects Sony Computer Entertainment New Zealand’s strong capability to deliver in 2011.”
Hardware
Total industry hardware value in New Zealand eclipsed $72 million in 2010, with the PS3 device deriving the greatest value share of hardware sales within the industry accounting for approximately 34%.
The PlayStation 3 install-base of hardware in New Zealand is now over 140,000 devices[2] in Kiwi homes. PSP® (PlayStation®Portable) is over 185,000 units, while PlayStation®2 has reached over 550,000 units as it heads into its 11th year.
Software
With gaming at the heart of the PlayStation DNA, PS3 derived the greatest value share of software by device platform in CY2010, accounting for approximately 32.1%, of the industry software sales revenues.
The top-selling individual game software SKU of CY2010 for the industry was Activision’s Call of Duty Black Ops on PlayStation 3. Gran Turismo 5 (GT5) was one of the fastest selling titles for the year reaching over 13,000 units of sales in just a six-week period, to become the best selling PS3 exclusive title in New Zealand.
Peripherals
PlayStation 3 also achieved more than a 40% year-on-year increase in peripheral units driven by new product launches such as the PlayStation®Move motion controller, the PlayTV device to watch, pause and record free-to-air HDTV and also the PlayStation Blu-Ray remote, Blu-tooth headset and Dual Shock controllers.
Online
PlayStation®Network (PSN) – PlayStation’s online world of entertainment content that offers games, TV, music and more – grew its appeal with the addition of new digital service content platforms for PlayStation 3. During 2010, SCE NZ added stereoscopic 3D and games capability via firmware updates; TVNZ Ondemand catch up TV; MUBI, an independent and classic cinema service. VidZone, added to 100 free[3] linear TV music channels and took the cumulative number of music video streams via the PS3 to over 2.7million locally. A new premium PSN subscription service called PlayStation Plus was launched offering even more value to core gamers. Digital revenues were up significantly year on year, and resulted in the increased consumer demand for PSN Cards at key retailers nationally.
Recent global announcements in the portable entertainment space will also see PlayStation vigorously expanding the portable market, addressing rapid changes in the handheld space. Code named “NGP”, or next generation portable, will launch later in 2011 in the form of a cutting-edge device that draws on expertise garnered across both PSP and PS3. NGP will offer rich and immersive gaming experiences and social integration. PlayStation®Suite (PS Suite) will offer more casual PlayStation experiences accessible to Android[4]-based portable devices that will effectively see PlayStation content available on an open operating system for the first time in PlayStation history.
A cloud-based, digital music service “Music Unlimited” will also launch in 2011, and adds to the strength of the music offer on not only PlayStation 3, but across internet connected Sony devices.
[1] PS3 platform includes hardware, software and peripherals reported by GfK. GfK does not report digital sales. All data reflects CY2009 week 52 to CY2010 week 52 as reported by GfK.
[2] This figure is comprised of GfK sell thru data and the remaining in B2B deals.
[3] Broadband costs excluded
[4] Android 2.3 or beyond is required