Company conference Sony at the exhibition E3 2013 many users still remember with a smile on their faces. It is on her Jack tretton announced that Playstation 4 will cost as much as $ 100 less than Xbox one. There was presented a reborn Final Fantasy Versus XIIIwhich took the form Final Fantasy XV. And then we learned about the existence of Kingdom Hearts III. But perhaps the highlight of the whole show was Sony’s willingness to support the secondary gaming market. Today, the emphasis on such things may seem a little strange, but then this tactic definitely contributed to the successful launch. Playstation 4.
The thing is that by the time of the announcement Xbox one, talking about its new console, Microsoft focused on a few serious online restrictions. According to her plans, players had to connect to the Xbox Live service at least once a day, otherwise they risked losing access to their games. Potentially, such a system completely killed the concept of reselling and buying used games. However it took the American company exactly nine days to abandon the developed concept. This happened after Sony publicly stated that sharing games is as simple as possible, and even shot a short video with instructions for this.
In an interview with Push Square Adam Boyce, former vice president Sony Interactive Entertainment on relations with third-party studios and publishers, he told how it came to him “big ridiculous idea“shoot a comical 20-second video that blew up the Internet, and in many ways determined the outcome of the console race that was relevant at that time.
“The Xbox team then launched a separate page on the Internet, which listed in detail all the rules and features of Xbox One. There were four or five pages of text about parent accounts, children’s accounts, how many times you can share content, you need to constantly connect to the network. And I I sat down to watch a video from the Giant Bomb website, where the authors spent an hour trying to figure it all out, re-reading all the Microsoft information again and again and again. I thought to myself – these are people whom I respect and who really understand such issues But even they can not understand anything right now “, – says Boyce.
Thereafter, Boyce came to the decision to show some alternative, the answer Sony, designed to demonstrate how easy it will work on the PlayStation 4. At first, the former Sony manager wanted to launch a similar website, where instead of endless text, four points would be presented as clear and accessible as possible. But then it dawned on him – just one sentence is enough. Further events developed very rapidly. In a short time, Adam Boyce shared his ideas with other employees of the company, and later at the next meeting he encountered Shuhey Yoshidawho liked the idea of such a video. According to the original idea, Yoshida was supposed to record it with someone else, for example, Jack Tretton, but the PlayStation veteran preferred Boyce as the author of the whole idea.
The process of shooting immediately followed. A total of eight doubles were made, most of which differed from each other in how Boyce reacted to receiving the game. Ultimately, they decided to stop on the simplest option – the word “thank“. Then the clip was given a small gloss, a sign was inserted with the words”Step one“(he is the only one), and the masterpiece of viral marketing was ready.
The whole team liked the result so much that Andrew House even suggested using it directly in the conference itself on E3 2013but they abandoned these plans and chose to simply post the video on accessible information channels simultaneously with the broadcast of the main event.
“As soon as Jack from the stage announced our game-sharing policy, we instantly posted a link to a video on Twitter. I remembered it very well because I had to type on Sukhey’s phone, but I couldn’t copy the link, because I wrote it with my hands The post was successfully sent, and so a new meme was born, “concludes Adam Boyce.
To date, the legendary video posted on YouTube has as many 17 million views. It is believed that in part it was he who became the reason why Microsoft decided to reconsider its original strategy, because it was strongly criticized at the time of Sony’s decisions. Who knows what the industry would look like today if seven years ago the world had not become acquainted with this comedic sketch.
See also: “Annoying” – Solid Snake performer criticizes Sony’s backward compatibility policy on PS5.
Add to our Telegram channel via the link or search for it manually in the search by name gmradost. There we publish, including that which does not fall into the news feed.. Also subscribe to us in Yandex.Zen, Twitter and VK. And do not forget that we have a dark theme and a ribbon instead of tiles.
