Australian PS3 launch - How they liked it!

[Imadogg]

http://www.smh.com.au/news/games/pla...153291466.html

Crowds go mild at PlayStation launch

The launch of Sony's PlayStation 3 games console got off to a feeble start last night with officials, media and security outnumbering customers for most of the evening.

Over 500 retailers around the country threw open their doors as the clock struck 12:00am, expecting the frenzy that accompanied the games console's overseas debuts.

But most stores were virtually deserted, despite the 20,000 pre-orders Sony said it had received.

Even at the official launch event held at Myer's Pitt Street store in Sydney's CBD and attended by Sony's local managing director, Michael Ephraim, media and security outnumbered PS3 fans until at least 11:00pm.

At midnight, about 40 PS3 buyers had arrived to collect their consoles, causing distress for the army of camera crews who turned up expecting to capture launch mayhem.

Desperate producers unashamedly asked the crowd to fake excitement when the cameras were rolling, while a team from 2Day FM let out bogus cheers to convince their radio listeners that a launch extravaganza was underway.

The scene was a stark contrast to the US launch in November last year, where one man was shot by thieves and fights broke out over limited stock.

In Britain, where the PS3 was also launched today, two major Oxford Street stores in London - Game and HMV - cancelled their launch events amid police fears of muggings.

Danny Zarka, 31, was first in line to collect his PS3, which was handed to him personally by Mr Ephraim and Myer CEO Bernie Brookes.

The advertising executive from Pyrmont was shocked because he had arrived after 9pm, yet still found himself at the front of the queue.

"I'm surprised there aren't more people here, I thought the place would be packed," he said.

The PS3 launches with a total of 30 games, each with a recommended retail price of $99.95.

One of those games is Gran Turismo: HD, which Sony is offering free - as a download from the Playstation Network - to all PS3 buyers.

And Sony said the first 20,000 people to register their PS3 online would receive a free copy of the latest James Bond movie Casino Royale on Blu-ray disc.

From today, Sony will launch into its $6 million marketing campaign, which it hopes will convince the public that the PS3 is not just a games machine but an all-in-one home entertainment system.

The campaign will stress the inclusion of a high-definition Blu-ray disc player, sleek design, 60GB hard drive, web browser and, most importantly, the PS3's ability to act as a multimedia hub for organising photos, music and movies.

This is crucial if Sony is to convince consumers that the PS3's $999 price tag is justified, in the face of the $650 Xbox 360 and $399 Nintendo Wii.

A Sony spokeswoman said: "The marketing tag line for PlayStation 3 is 'This is Living' and you'll see this develop with time to include broader messaging beyond gaming enthusiasts; after launch we will begin our approach to communicate with entertainment enthusiasts and beyond."

Travis Johnson, a veteran advertising executive at Universal McCann, was partly responsible for the Xbox 360's launch marketing campaign. He described Sony's $6 million budget as "sizeable", and said the Xbox 360 only launched with a $1 million marketing spend.

The PS3 was originally slated for release locally on November 17, but this date was pushed back to today due to production delays.

It has meant the Wii and Xbox 360 have a significant head-start in the next-generation console wars - the Wii has been on sale since early December, while the Xbox 360 has its first birthday next week.

Another potential stumbling block for Sony is the fact that it has priced the PS3 higher in Australia than it has overseas. The console sells for just ¥60,000 ($630) in Japan and $US599 ($740) in the US.

Mr Ephraim said in an interview last month the higher price was justified because factors such as Australia's currency exchange rate and small population size when compared with the US led to a higher cost of doing business.

Owners of the previous PlayStation, the PS2, should also bear in mind that PS2 games will not necessarily be compatible with the PS3.

A full list of compatible games can be found here - 1782 PS2 titles are listed, which represent the majority of the 2308 PS2 games that Sony shipped to Australia.

Damn detrimental were you one of the few? I guess either Aussies aren't as crazy as Americans for their PS3, or they just don't care anymore? Who knows

[yungflo]

WEll, maybe they were waiting or "it's about damn time!" hah this launch is like the launch of 360 in japan. I guess when its out in one country everyone goes"it's about damn time!" when it gets in theres. I know I did with the ceramic psps.

[detrimental]

Playstation brand seems to have matured in Australia over the years. It was the thing for kids back in the day with PSOne. Even the PSTwo had expanded to the 20-40 year olds. It seems like Microsoft and Nintendo are where all the nerds sit at. I expect over here that over the next 6 months, purchase rates will pick up as the more matured casual fans buy it.

I slept through the entire day so my fricken PS3 pre-order was cancelled (conditions :lol and my store only got 20. So I'll have to wait a couple of weeks. Which actually turned out to be a good thing, because I sold a phone via Ebay which turned out to be "reported stolen" and dude wants his money back or he'll report me and notify police :lol:.

[yungflo]

WOW i can't believe you did that :lol: you lucky sony is not short on shipments and anyways the first batch is really for eager dummies in a sense, they're the "Beta testers" for the system. This is for any electronic. Never buy the first wave.

[Imadogg]

detri, aren't you pissed you didn't get it? I thought you couldn't wait????


And what games and how many do you plan to get?

[detrimental]

Nah, I'm not too pissed off. I'll grab Motorstorm, NBA 2k7 and download GT:HD with a couple BluRay titles and HDMI cable. Would've only had enough $ for 2k7 today, and I wouldn't have even had enough for the console considering I owe this c0cknob from Ebay his $250 back. Although if I didn't go to bed at 7am this morning, I probably would've went down and got it and just deleted my Ebay account haha.

[air mish]

i think i might buy one when the price goes down.... ps wii for me

[leasky24]

got myself one off ebay a couple of days ago for $600 better than a xbox 360 i really liek the hd movies

[Fat_Tony]

there is a launch in belgium today but there were still some in the stores

[stiza_007]

the day after in aus was pakced, just came back, VERY BUSY cuas PS3 is in town