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Jim Ryan: PS3 moving towards younger, family audience

By Dan Pearson

Mon 05 Dec 2011 11:32am GMT / 6:32am EST / 3:32am PST

Bulk of consoles still to be sold, core gamers will not be neglected

Sony Computer Entertainment

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

Sony's Jim Ryan has spoken about the direction which Sony sees the PS3 taking demographically, saying that the platform will likely be targeted more towards a younger, more family orientated demographic in the future.

Speaking to Official PlayStation Magazine, Ryan said that the console's still relatively high price point of 199 in the UK means that a large proportion of units are yet to be sold.

"If you look back at the history on PS1, PS2 the vast majority of the business that we did on both those platforms was done at the sub 129 price points," Ryan told the magazine.

"Now we've only got to 199 in the UK a couple of month back so you can see there's still a lot of PS3's potentially to be sold."

Ryan was keen to point out that Sony still has big plans for the machine's core gamer market in the upcoming months and years, but reasoned that a broader output would serve to widen the company's audience.

"I think you'll see us taking the console more towards a slightly younger demographic," he continued. "More family market. The core gamer will absolutely not be neglected. There's going to be tons of great stuff for the core gamer but from our own studio, third parties there's some quite interesting stuff happening in a number of areas which would allow us to open up a market that we accessed pretty successfully on both PS1 and PS3 but haven't yet got to on PS3."

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Isaiah Taylor Writer/Photographer

26 2 0.1
I'm interested to know how this angle has been working so far. Especially in regards to Ratchet & Clank series, Mod Nation Racers, The Little Big Planet franchise and the many PS Minis. The talent is there, but Sony has had questionable methods of communicating that to it's varied user base.

Posted:4 years ago


Arran Oakes Industry Blogger

1 0 0.0
I'm still surprised that Sony hasn't capitalised on positioning the PS3 as a media hub - at the end of the day its still one of the best integrated media players on the market, when coupled with its blu-ray and gaming functionality. With the offers currently around the UK the price point is very reasonable indeed, for what you get.

Posted:4 years ago


Bruce Everiss Marketing Consultant

1,692 595 0.4
Every generation of consoles appeals to a younger demographic as its price comes down towards the end of its life. Canny publishers tailor their output to the phases of the cycle as the audience changes.
I know one developer who has a record for kids games and they always get busy late in the cycle.

Posted:4 years ago


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