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Topic: PlayStation's current business strategy: facing their weaknesses

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Ru-lese

Hello everyone. I am a student in my 2 year at an IB school (I am starting grade 12 in September) in France and I am currently taking Business Management as one of my subjects. For this subject I must write a report on Playstations' business strategie and its weaknesses. I did try and contact PlayStation personally but I did not get any answers.

So I was wondering if someone could answer a few questions for me so I can use it as a reference in my report.

These are the questions:
Do you think that PlayStation lacks innovation (with their gaming consols)?
Do you think their games are to narrowed to one gender and age?
How do you think they can adapt their objectives to be more creative and innovative with their products and gaming content?
Do you believe that if they are able to make more family games and educational games, they would get younger as well as older customers along with their current ones?

Thank you for answering me as quickly as possible and taking the time to read this post.

Ru-lese

get2sammyb

Here are my thoughts on your questions:

Do you think that PlayStation lacks innovation (with their gaming consoles)?

No, I think with the PS4 they delivered a more "straight-forward" system because that's clearly what the market wanted (look at how it instantly rejected Kinect and Microsoft's whole TV spiel). That said there's clear innovation in the products it's putting out, PlayStation VR being the most obvious example.

Do you think their games are to narrowed to one gender and age?

I think as the generation matures they're starting to branch out a lot more. We're still seeing core franchises like God of War and Uncharted which are predominantly 20-something male-centric, but we're also seeing new concepts like the line of PlayLink games which are attempting to remove barriers so people of all ages can play. Dreams is another good example of game that steps outside of the confines of what we typically expect from this industry.

How do you think they can adapt their objectives to be more creative and innovative with their products and gaming content?

I personally feel they need to keep doing what they're doing. They are business that needs to make money so there's always going to be an element of "playing it safe", but I believe that continuing to provide a good mix of new and existing IP while exploring new technologies and mediums like virtual reality is the best way to offer the products that people want while remaining at the cutting edge of interactive entertainment.

Do you believe that if they are able to make more family games and educational games, they would get younger as well as older customers along with their current ones?

I do, and I believe they see this opportunity, too. As I mentioned earlier, the line of PlayLink games seem tailor-made to reduce barriers so that more people of all ages can play, while we're starting to see a steady(ish) trickle of educational virtual reality experiences like the Apollo Moon Landing experience and David Attenborough documentaries.


I hope this helps you!

Edited on by get2sammyb

Ru-lese

@get2sammyb thank you very much for your truthful and direct answers! This helped so much and you saved my report. I will be sure to take your answers into consideration whilst finishing my project.

Ru-lese

BAMozzy

Do you think that PlayStation lacks innovation (with their gaming consoles)?
I do to a degree BUT you also have to look back to the market and financial climate back in 2013 and also look at the PS3 launch as well as criticism from developers (mostly 3rd Party multi-platform devs) about the 'complications' they faced during that life cycle. At the time, people were suffering the effects of an unstable and weak market. Countries were complaining of massive debt and there was talk that the Console market was dying and leisure would be one area to suffer as we pulled in our purse strings. The design and build reflected these with the PS4. It was 'enough' of an upgrade, simple in design and architecture and made to a budget - the opposite of the PS3. The emphasis was more on GPU and getting enough 'power' to play the upcoming games at a 'reasonable' upgrade over the last gen - try and hit full HD as that would be a noticeable jump from 720p but the CPU was very much a 'budget' option and limited game design - why we see so many 30fps games that look good but nothing 'groundbreaking that a beefier CPU would of enabled developers to push - better/more AI/NPC's for example. As I said, I understand why this (and the XB1) were designed more cautiously and more on a 'budget' becuse of financial uncertainty and the fact that if they waited another year or two, they may have missed out on the third party games that were being developed.

Do you think their games are to narrowed to one gender and age?
I think that Sony's games are generally quite varied. Games like Knack, Little Big Planet etc have family friendly appeal. A game like Horizon has a strong Female lead and not a 'sex object' - even Lara has 'grown up' (whilst also going back in age?? LOL) and become a strong 'woman' rather than the sex object she once was. The fact that Aloy (and Lara) have become inspirational characters, you just have to look at cosplay to see this. I don't necessarily think a lot of games are gender specific as a lot can allow for character creation with a 'female' as the lead. You also have a fair few family friendly games - like Lego, dance central etc and more 'adult' games too. The indie market also has a number of genderless/ageless games and a lot of 'similar' games, people of my age grew up playing. In the western world, I tend to think developers are far more 'PC' and tend to make games either gender can enjoy. Its mostly the Japanese games that seem to have a more 'sexist' (as we in the west see it) attitude with scantily clad 'sex objects'.
Games may be more teen-adult focused overall, but that's also down to the likelihood that these consoles are owned by teens/adults and they are also the most likely age range buying games too.

How do you think they can adapt their objectives to be more creative and innovative with their products and gaming content?
Innovation will come through PSVR now - more so than the console as I do believe the current generation of consoles will be CPU restricted. That being said, games like Days Gone looks very innovative in that its pushing AI/NPC numbers beyond the normally expected. I know Dead Rising has a LOT of Zombies too but they are far more sedentary and Days Gone 'Zombies' are fast moving and react to the environmental obstacles that can be triggered by the character. The way they swarm is quite impressive for a game as ambitious and open world as Days Gone. I would expect the next generation though to be more balanced in its build - ie a more beefier CPU to compliment the GPU allowing for more creative and innovative games rather than just 'prettier' last gen games. Again there are exceptions to every rule but generally speaking this gen has been a bit limited by CPU restrictions and there has been more breakthroughs in visual presentations - like better facial animations, much better lighting, etc. As I said though, VR could and is, the area at the moment that is looking to lead the innovation and creativity in gaming. I do think though that whilst Consoles in particular are running with quite weak CPU's comparitively, its 'difficult' for developers to push gaming in certain directions. Having a more 'beefier' CPU also shows why we are seeing more 'visual' spectacles than actual gaming innovation - please remember I did say in general and there are 'exceptions to every rule'

Do you believe that if they are able to make more family games and educational games, they would get younger as well as older customers along with their current ones?
There are 'family friendly' games available but educational games seem to be more limited. I think its difficult making an educational game as these have to target a specific age group. You aren't going to get a 8yr old playing an educational game targeting 5-6yr olds. I believe that PC's are better used to create Educational games for both school and domestic use. Its far easier to engage a child on a laptop, tablet or PC in both School and home situations.
Both Sony and MS are predominantly looking to capture the Teen/Adult market with a predominantly leisure focus. These are often connected to the main TV alongside a Home Theatre or Set Top Box, used as a Bluray or streaming device - especially in a 'teens' bedroom as a leisure device rather than an educational or 'young' kids 'toy' like the consoles were predominantly in the 80's. These are now the modern day equivalent of the Home Computer (C64, Amiga, PC), VCR etc that teens/adults had in the 80's for their 'leisure' time.

Of course that doesn't mean young kids can't play games like Knack, Lego etc but the PS and XB are more focused towards the teen/adult market - maybe because that's where people are most likely to have free cash to buy games 'regularly' where as young kids may get a 'game or two at Birthdays or Christmas.

A pessimist is just an optimist with experience!

Why can't life be like gaming? Why can't I restart from an earlier checkpoint??

Feel free to add me but please send a message so I know where you know me from...

PSN: TaimeDowne

Ru-lese

@BAMozzy Thank you so much for your answer I think that you make very good points with the narrowed content. I just have one thing to say about it, those other websites that are more fmily friendly are quite unknown to the public, I mean I barely hear anyone talking about it, what if they could use those websites and turn them into actual games. They could be targeting a huge percentage of clientale they had missed out on or had trouble attracting. I mean thats just my opinion but I really do aappreciate your time and enswers and will make sure to incorporate it in my project.

Ru-lese

BAMozzy

@Ru-lese From my perspective, as a parent with kids going through school (my youngest is 16 tomorrow how time flies....) I never had any issue finding the websites that were relative to my childrens age and syllabus. Often the teachers were a good source for directing us to the right areas as they two were using these in schools. I found it relatively easy to co-ordinate what was 'appropriate' to their current syllabus and topics. I didn't think it was always beneficial to do educational work beyond their current syllabus as it was often hard enough to keep them focused on the current areas. It was good to be able to reinforce the things they were learning in school with home based educational websites/games around the current topics etc they were looking at in schools.

If you jump to far ahead, the child can become 'bored' during those lessons when they crop up, lose interest etc so it's better to reinforce their current syllabus/topics so they have a better understanding of that area.

In the pre-school age, there are a number of vtech learning devices that mimic consoles, tablets, laptops etc. These offer a lot of basic educational games and tie in with favourite disney type cartoon characters. I used these with my pre-school kids and used things like my N64 as a 'reward' for good behaviour/work. By the time my youngest was 3/4, he had beaten Super Mario 64.

A console doesn't necessarily have to offer 'educational' gaming and I do think its too niche. That being said it can still be used as a 'reward' to good behaviour, to completing educational targets etc. For example, spend 30mins on this 'educational' game on a PC and then you can play on the console. Its not that 'dissimilar' from the adult use of a console too - we go to work, often on PC's, and use our 'consoles' as a reward to have 'fun' or relax. I also think that its important for 'kids' too to make that distinction between 'work' and 'reward'. Its not so much of a reward if its on the same device - if that makes sense.

A pessimist is just an optimist with experience!

Why can't life be like gaming? Why can't I restart from an earlier checkpoint??

Feel free to add me but please send a message so I know where you know me from...

PSN: TaimeDowne

themcnoisy

Do you think that PlayStation lacks innovation (with their gaming consols)?

No

Do you think their games are to narrowed to one gender and age?

No

How do you think they can adapt their objectives to be more creative and innovative with their products and gaming content?

Fresh IP

Do you believe that if they are able to make more family games and educational games, they would get younger as well as older customers along with their current ones?

This is a great question. I would love more educational games, or rather games that are educational as you play. Teaching Japanese via a jrpg retaining some of the language usually interpreted. The licenses in GT I thought were brilliant, that could be taken a step further with real world scenarios. Fighting games listing a history of the fighters style, where it originated from and a look back to its progression. These things are all easily done and add huge depth and buy in from consumers.

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PSN: mc_noisy

Rudy_Manchego

Do you think that PlayStation lacks innovation (with their gaming consoles)?

Not in their current line up, no. I believe that the PS4 went back to basics in terms of marketing and provides solid specs but is a great gaming machine. PSVR is the only console VR device and they have thrown a lot of support behind some great gaming and tech for it. I would argue this may have been the case in the PS3 generation, as they copied the Wii with the PS Camera and Move and maybe even the Vita however, this generation has seen conservative but successful innovation.

Do you think their games are to narrowed to one gender and age?

Actually, I think Sony has one of the biggest spreads of games for a console. A lot of indie exclusives, AAA western titles and some good first party software, not to mention they Japanese library. Overall I think a lot of demographics have content that may appeal to them.

How do you think they can adapt their objectives to be more creative and innovative with their products and gaming content?

I think that Sony need to invest in creating content and products that perhaps the other third party publishers are too unwilling to take a risk on, for example, new IP's or single player experiences that are deemed too much of a financial risk to invest in. Also, getting content from global developers. This means that Playstation has something for everyone, rather than betting it all on mainstream games. This is a big attraction to the Sony brand at the moment, in my opinion.

Do you believe that if they are able to make more family games and educational games, they would get younger as well as older customers along with their current ones?

I would say that Sony is behind Nintendo in providing content for younger players and families, though I believe this is deliberate and that they rely on third parties to provide this content. PSVR, for example, is only really for teenagers onwards so shows a lack of investment in family games there.

As a parent, I would like games that provide educational content without being overtly obvious. Games, that promote problem solving etc. while being fun rather than an obvious school lesson wrapped in a PS logo.

Now I may be an idiot, but there's one thing I am not sir, and that sir, is an idiot

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