Authoritative edition Bloomberg published a large-scale analytical article on the Japanese gaming market, as well as the position that the company Sony takes on it today, at the dawn of a new console generation, before the formal start of which there are literally a few days left.
Citing a number of sources who wished to remain anonymous, the publication states that over the past few years the focus of the current leadership Sony systematically changed to markets in the USA and Europe, while Japan gradually faded into the background…
Unsatisfactory sales became one of the main signals for such dynamics. Playstation 4 in Japan compared to PlayStation 3 figures. As a result, the American elite Playstation instructed even in Japan to deal with all marketing Playstation 5 specifically to Western specialists – Tokyo office employees now follow orders from the company’s California branch…
The change of focus affected not only the advertising campaign, but also the development and release of games. According to the data Bloomberg, support teams for Japanese developers in Sony’s home region have shrunk by a third, and the number of employees SIE Japan Studio (one of the oldest domestic Japanese studios Sony) lost their jobs – their contracts were not renewed on time…
The reason for all this is as transparent as possible – the management of the California office is convinced that Sony there is no point in focusing on creating projects that are potentially attractive exclusively to Japanese players. The focus is on globalization.
A number of secondary factors also indicate Sony’s shift in focus from Japan. For example, several of the company’s recent presentations were held at 5 a.m. Tokyo time and were partially devoid of any Japanese translation – obviously, Western players were preferred.
Another point is related to the standardized form of control on the DualSense gamepad. For the first time in 26 years of brand history Playstation Japanese gamers were forced to use “western“the layout of the controller where the button is X means confirmation of any action, and the button O means its abolition (historically in Japan, the layout has always been the opposite: O – the confirmation, X – cancellation).
A negative point is also associated with the supply of PlayStation 5. According to a number of local retailers, even less PlayStation 5 was allocated to Japan for launch than PlayStation 3 in 2006 (we are talking about a figure below 100 thousand systems), when consoles were produced in strictly limited quantities.
A similar position is shared by Japanese analysts, noting that a complete reversal Sony to the West may negatively affect the results Playstation 5 in Japan…
“Many Japanese PS4 owners will sooner or later make the switch to PS5, but here everything depends primarily on how well the local PlayStation office can convince the American leadership of the needs of Japanese gamers. Given the balance of power between Japan and the United States within the company, I, unfortunately, I can’t give any positive predictions, “says Serkan Toto, one of the Tokyo gaming analysts.
In its turn Sony has already reacted to the unfolding discussions, saying that the statement about her loss of interest in her home market is knowingly wrong. As an argument in defense of this position, representatives of the gaming giant recalled that Japan is among the countries that will be the first to receive Playstation 5… By comparison, Europe is the last on the list of priorities.
Start of sales Playstation 5 assigned to 12 november…
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