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Retail

Move sells 1.5m in Europe

Fri 15 Oct 2010 6:54am GMT / 2:54am EDT / 11:54pm PDT
RetailHardwarePublishing

Sony to increase production of motion controller; expects to beat 15m PS3 sales target for full year

Sony Computer Entertainment

Sony Computer Entertainment is a Japanese videogame company specialising in a variety of areas in the...

playstation.com

PlayStation 3 motion controller Move has sold around 1.5 million units in Europe, according to Sony's Andrew House.

Speaking to Bloomberg, the head of Sony Europe said the company was looking to increase production of the controller, which launched in the region on September 19.

Move has seen "very significant sales in the first month since launch, somewhere in the region of 1.5 million units for the new controller across just Europe," according to House.

"The initial sales response has been so far in excess of our initial plan that we'll probably be looking at accelerating production."

He also said that Sony is expecting to beat worldwide sales targets of 15 million PlayStation 3 units for the full year, despite the slow down in the overall market.

"Sales have been significantly up year-on-year in a market that has been overall slightly down," offered House.

"We have lots of confidence in our ability to hit our profitability target this year," he added. "But currency movements present significant challenges" he said, referring to the appreciation of the yen.

11 Comments

Terence Gage Freelance writer

1,288 120 0.1
Impressive stuff. I know a lot of people who've bought it and the general consensus seems to be that it's very good although not doing much that the Wii doesn't already. I've been tempted to get hold of the hardware myself, but for the price I would really rather just buy a game or two.

I will be interested to see how seriously Sony support it with core software, both exclusively and as a control option. It'll definitely be interesting to see how fluidly it fits in with Socom 4, Killzone 3 and so on.

Posted:4 years ago

#1

Sebastian Moss Editor -in- Chief, PlayStation LifeStyle

57 19 0.3
Impressive, but I'd be interested to know if navigation controllers are counted as part of the 1.5 million, or if it is just the actual Move controller that has sold that much.

Posted:4 years ago

#2

Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.

2,282 2,488 1.1
Sebastian, Navigation controllers as well as those units bundles with hardware are counted. Also keep in mind that these are units bought by retailers, not consumers. The real test comes as the next round of shipped numbers come in. If they remain high, that means sell through was good. If they drop a lot, that means stores aren't selling through their initial allotments.

Posted:4 years ago

#3
Good to know. Thank you Jimmy!
Although, the technology is slightly different from Wii, the core difference between Wii and Move is the content (therefore, its market), which Sony can now broaden much to the markets of Nintendo. I'd like to know if Sony will try to reach casual consumers with this intuitive type of controller. I don't think Sony will lose its positioning in trade off for bigger slice, but it seems very tempting.

Posted:4 years ago

#4

Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.

2,282 2,488 1.1
Alexander, I believe Sony will push into the casual market only slightly. They simply don't have the price point or corporate direction to make it a big factor like MS is trying to do with Kinect. Sony's aim is more targeted to the userbase it either already has or are planing on getting a PS3 anyway.

Posted:4 years ago

#5
Jimmy, you are perfectly right on Sony's strategy.
They probably won't even introduce high price premiums for Move games, financially they are doing much better than Nintendo.
At the same time, it'll be very interesting on how Nintendo will respond to Microsoft. They got to come up with something new, and much better than 3DS, if they don't want to lose their share of the market.

Posted:4 years ago

#6

Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.

2,282 2,488 1.1
"...financially they are doing much better than Nintendo. "

I can't say I agree with this at all. If you look at their fiscal and quarterly financial records, Nintendo is still making incredible money. The loses Nintendo took last quarter were a $740 million currency exchange write off. They do that every few years to rebalance their holdings. Remove the currency write off and they would have had about $490 million net income. Unfortunately, most media outlets failed to point all that out in their reports.

I don't see them losing too much to Kinect either. You have cost of console plus cost of Kinect plus unknown sales capability. With the Wii you have Nintendo software, lower hardware costs and a known track record. Nintendo could do a price cut, some new console colors, big bundles and be done with it.

Posted:4 years ago

#7
Jimmy, thank you for the insight!
I'm probably wrong, I've built my conclusions on Yahoo.Finance figures, which are probably even less precise than the most media outlets.
However, I tried to use comparative numbers - and it is 25% loss of revenue growth (which doesn't include currency exchange write offs), they are encountering. I see this being problem: if Nintendo's losing a booming market in revenues, someone's got to take it over. Will that be Microsoft?
Please, correct me, if I used the wrong figures, it's here: [link url=http://finance.yahoo.com/q/ks?s=NTDOY.PK+Key+Statistics
]http://finance.yahoo.com/q/ks?s=NTDOY.PK...[/link]

Posted:4 years ago

#8

Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.

2,282 2,488 1.1
Loss of revenue can be applied to both Wii and DS and we've seen the DS take a bigger decline in sales than the Wii has. It should also be noted that the Wii had a price cut between the same quarter last year and the most recent quarter so revenue would drop even with consistent sales. It can also be argued that the unused revenue could have gone to Sony or MS but it may also be a factor of certain gamer types spending less on games than before.

Posted:4 years ago

#9

Ahmad Salman

13 0 0.0
this is really exciting for me, because IMO nintendo didn't really serve the core gamers with the kind of games that they released on the wii, so I'm thinking the PSM is going to steel all those ppl that felt that the creativity of the wii was wasted on platformers and casual games.

Posted:4 years ago

#10
We are tracking Move sellthrough at around 650,000 Move controllers now across Europe, so looks like almost 45% sell-through. Should shift the remainder by Christmas without much trouble.

Posted:4 years ago

#11

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