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Vita TV sales in Japan won't change Western rollout

Vita TV sales in Japan won't change Western rollout

Wed 04 Dec 2013 4:06pm GMT / 11:06am EST / 8:06am PST
Hardware

Sony's Andrew House says streaming market not yet established in Japan, device will have a "different road to market" in US, Europe

Sony Computer Entertainment

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

playstation.com

The Vita TV launched in Japan last month, and while the roughly $100 microconsole only managed third place on the sales charts, it was far closer to the top two systems (3DS XL and the Vita proper) than the rest of the pack, more than doubling sales of its fellow TV-bound consoles like the Wii U and PlayStation 3. However, its performance in Japan will have limited bearing on its rollout in the West, Sony Computer Entertainment head Andrew House told Eurogamer.

"The positioning of Vita TV may be different between Japan and some of the other markets," House said, adding, "This may sound slightly counter-intuitive, but we wanted to launch in Japan first because I feel there really hasn't been a critical driver or device that's driven the adoption of streaming content overall. It's still very much in a nascent stage in Japan compared to some of the markets in Europe or the US."

The executive said that gives Sony the chance to create a new market with the Vita TV, which combines the sort of content streaming seen in products like Roku with the ability to play non-touchscreen Vita games on the TV with a DualShock 3 controller.

"It's a very different landscape when you look at the US and Europe - much greater establishment of streaming video services, and much greater understanding of what that concept's all about," House said. "So we see strong market potential elsewhere in the world, but it will be a different road to market for the US and Europe than has been the case in Japan."

Sony has not yet revealed Western launch details for the Vita TV.

6 Comments

Andy Samson QA Supervisor, Digital Media Exchange

237 180 0.8
This looks a lot more interesting than the OUYA but I don't think it has any long term sustainability given that most people already owns devices that does video streaming that is at the same time, a full fledged gaming console that's more powerful and has a larger library of games..

Posted:10 months ago

#1

Jeff Kleist Writer, Marketing, Licensing

358 215 0.6
@AndyThat's why they weren't even going to release it here in the first place. They'll throw some units out, they'll sell to the die hares, and the it'll die a quick death. It's double the price of an Apple TV, and Triole a Roku. Their best hope is that the PS4 gains enough traction that they can sell it as a echo box more than anything

Posted:10 months ago

#2

Adam Campbell Associate Producer, Miniclip Ltd

1,182 972 0.8
This looks a lot more interesting than the OUYA
That's what I thought at first but the lack of compatibility with top games and restrictions to 720p (or 1080i) are unfortunate. OUYA is starting to prove its worth when it comes to openness as well, when you look at the games and dramatic upgrade to the UI and store.
but I don't think it has any long term sustainability given that most people already owns devices that does video streaming that is at the same time, a full fledged gaming console that's more powerful and has a larger library of games..
This is something I didn't feel when Vita TV was announced. The market is still growing and I think there's room for more streaming devices. There's no outright winner or dominant force in this sector.

Edited 1 times. Last edit by Adam Campbell on 5th December 2013 9:31am

Posted:10 months ago

#3

Nicholas Pantazis Senior Editor, VGChartz Ltd

1,020 1,467 1.4
@ Jeff I don't know what Apple TVs and Rokus you are buying, but the ones I've seen are $100, same as a Vita TV. The Vita TV gets the added bonus of playing actual games. If it were marketed right I think it would be the most attractive product in the microconsole/pure media streaming box market. That said, it may be impossible for Sony to market that well. They don't have anywhere near the brand power of Apple.

The other problem, as Adam mentioned above, is a lack of compatibility with most of the Vita's key games. It does work with all the PSOne classics though which is a pretty nice bonus.

Posted:10 months ago

#4

Jeff Kleist Writer, Marketing, Licensing

358 215 0.6
Vita TV is $150 if yiu want to play games on it, because you need a controller. Rokus go for $50-60 on a regular basis. The streaming box market is all about cheap. The game playing feature yiu see in the Roku are targeted at the people using the same silicon in Mainland Asia, where SmartTv is typically the only portal of Internet in many homes. Apple has their legion of zombies who will buy worse, less capable products for more money. Sony doesn't have the old time religion except amongst fanboys, whose numbers will quickly burn out.

The entire reason for VTV is that there is essentially no streaming market in Japan, which Sony hopes means they can rule it (they are going to have the same issues everyone else does, Japanese rights are owned by production committees which are different for every property, and require all members to sign off). Japan is the only place Vita is Vital, so they're hoping to capitalize on the existing owners. The US streaming box market is very mature, and Siny is about 5?years too late. Those that want to play game a and stream buy a last gen console for not 'inch more.

Posted:10 months ago

#5

Eoin Moran Studying Bachelor of Engineering, University of Melbourne

35 32 0.9
I went to buy my parents a "streaming box" last year, and the main thing I took away from it was how horrible most of the UI were. I ended up buying them a Dune, yet if the VitaTV manages to create a simple experience for the average joe, I could definitely see it being successful.

Posted:10 months ago

#6

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