SYDNEY, 5 April 2007 - Sony Computer Entertainment Australia (SCE Aust.) today confirmed GfK results, affirming the successful launch of the PLAYSTATION®3 (PS3) which officially went on sale in Australia on Friday 23 March. Since launch, the PS3 has generated over $33 million in hardware and software retail sales, according to analyst group GfK.
Commenting on the results, Daniel Morse from GfK stated, "Our data revealed that in a matter of just ten days the PLAYSTATION 3 created a spike in retail spending not previously witnessed at the launch of any other console in Australia. This spending continued into the second week of trading, resulting in sales of 27,083 PLAYSTATION 3 consoles in just ten days."
In addition to the positive hardware results, GfK data from the launch week of PLAYSTATION 3 (w/c 19 March) ranked SCE Australia's first party software titles, Resistance: Fall of Man, MotorStorm and FORMULA ONE CHAMPIONSHIP EDITION as the three highest selling games. " In the week of launch, PS3 games dominated GfK sales charts consuming nine out of the top ten places (console and handheld). The remaining chart item was also a PlayStation® product, Final Fantasy XII on PlayStation®2," stated Mr Morse.
Michael Ephraim, Managing Director of Sony Computer Entertainment Australia & New Zealand, said: "Following a great launch for the PS3 across the country, it's very satisfying for us to see that our close planning with retail and channel partners has ensured that all consumers wanting to get their hands on a PS3, whether they pre-ordered or not, were able to. With the PS3 now realised, the strong consumer support to date indicates that we've had a successful platform launch and are at a great starting position for us to grow and develop the PS3 platform. The inclusion of a Blu-ray Disc player in the PS3 has also helped firmly launch the new disc format in Australia, with the install base growing over 40-fold in just three days."
Not to be outdone by its new sibling, the seven year old PlayStation 2 continues to grow its install base, with the introduction of the popular Pink version in March helping to boost sales. "Our combined data for the weeks commencing 19 and 26 March positions the PlayStation 2 console second to the PS3 as the next highest selling console, achieving sales of 7,954 units," stated Morse.
"Having three platforms selling strongly in Australia clearly demonstrates that PlayStation products are true category and technology leaders. The continued success of the PlayStation 2 offers an insight into our vision for the PS3; to have a platform that in ten years' time offers a diverse range of entertainment options enjoyed by the whole family, playing a significant role in the living room and home," said Michael Ephraim.
In addition to a large scale advertising campaign in popular media, SCE Aust. has concentrated marketing efforts on ensuring customers are able to 'experience' the PLAYSTATION 3.
Ephraim concludes, "At a retail level there has been a significant investment in interactive display units to ensure interested consumers are able to explore the product. Through this interaction and demonstration, people will truly appreciate the value of our product offering . While the PS3 is a fantastic gaming machine, its feature set goes far beyond this, offering broad home entertainment functionality that will be relevant for at least the next ten years."
