April 4, 2007 - As we reported last week, Sony's fiscal results at launch for the PS3 were mixed. On one hand, the number of consoles adopted on day-one and over the weekend has been muted. On the other, the high price of the system meant that Sony still made a similar figure to that of the Xbox 360 when it launched. Today, Sony has announced actual sales figures, courtesy of GfK.
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."
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.
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."
27,083 in ten days seems a little poor on the surface - the Wii managed roughtly 33,000 on day-one. However, the dollar value of the console means that Sony is still making good scratch. With a proposed ten year life-cycle for the PS3, we're sure the numbers will eventually grow substantially.
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