PS3 Fanboy

Since Scott Steinberg sat down with GamesIndustry.biz for a long, long time, they split their interview into two chewable parts for us to digest and the second part has been released. We'll truncate the important bits, but there's plenty of information for you if you care to read the entire interview.

Steinberg says it's just as important to get the PS2 safety foods (we're hungry) like SOCOM and Gran Turismo as it is to bring in more exotic and fresh cuisine like LittleBigPlanet and many of the PlayStation Network downloadable titles. In fact, Steinberg thinks "the reality is that we will win hands-down if we convert the PS2 owners to PS3 ... we salivate at the notion of converting our existing PS2 universe." This said, he says Sony isn't attempting to sway the senior citizen market like Nintendo, just the PS2 users. What do you guys think? Will most PS2 users eventually jump onto the PS3, or are the consoles different enough to swap brands?

Scott Steinberg seems to be in a PR overhaul lately, popping up in several interviews. This latest installment has what some would call a challenge to the competition, but we won't focus on that flamebait comment. He talks about how Sony hasn't had a big keynote speech this year yet -- he feels the Blu-ray victory is good enough for now. We're personally expecting a big one at E3. He hints also that movie and music download services may be coming soon -- perhaps also to be covered at our expected E3 speech?

Big name titles, he says, will keep momentum going for the PS3 this year, but he also mentions the possibility of more downloadable PS-One and PS2 games on the PlayStation Store. Steinberg says there are "on-going sessions" to get more third-party titles up on the store, so who knows, before the end of the year we might have a much more impressive library than we do now. Maybe it'll almost rival the insane selection available on the Japanese store.

Speaking of games, there's no open Home beta now because Sony has set the bar so very high, they don't want any more people to see it until it meets their standards to get into the public eye. We'd like to see more PS-One and PS2 games on the store, and an open beta for Home would be nice. We'll see what happens this year!

In an interview with GameDaily, SCEA's Scott Steinberg talked about the various SKUs on the marketplace. The 40GB model was a big focus for Sony's holiday season, as the $399 price point was something they hoped would appeal to the mass market. With NPD numbers for 2008 so far, the plan has worked. However, Steinberg admits that they underestimated the appeal of the 80GB model: "Reality is the price wasn't that big of a deal and $499 sold a lot more than we thought."

Gamers, at least those in America, are willing to pay a premium to get the "complete" experience associated with the brand. For example, many Xbox gamers opt for the Premium model, as opposed to the cheaper (but HDD-less) Arcade model. Many new PS3 owners most likely want PS2 backwards compatibility, something that the 80GB offers (but the 40GB model does not).

"You'll see us replenish these in the marketplace," Steinberg said. In fact, we hope that they'll make a lot of 80GB systems. The upcoming 80GB Metal Gear Solid bundle will certainly have a mass market appeal -- even with its pricey $500 price tag.

Scott Steinberg, SCEA VP of product marketing, had a lot of aggressively frank comments to say in an interview with Next Generation. In fact, he comes off quite arrogant, taking pundit jabs at his company's competitors; however, we actually love this no-holds-barred, non-political, cocky confidence that he displays. It's refreshing to hear such unabashed statements such as "[Our] focus and dedication is unparalleled with any other first party company. Our first-party games will lead the way."

It appears that Steinberg's confidence stems from the PS3's strong holiday sales, and then the ending of the format wars. He says now that the "Berlin Wall" of HD-DVD is torn down, they can focus on one less front and work on pushing the company's 2008 line-up of new IP and "comfort food IP." Yes, he actually used the terms "Berlin Wall" and "comfort food IP."

He no doubt symbolizes SCEA's high spirit and rightfully so as he brings out some very good points. Take this one for example, "In the years ahead our games will begin to distance themselves from other next-gen games ... you'll see games begin to tip the scale at thirty gigs, forty gigs, fifty gigs. You can't possibly fit that on HD-DVD unless you want to do the old floppy disk swaps of years past." This is especially a good point since the PS3 will stick in the game for the long run with plans to last ten years. "The pendulum is swinging," he said referring to developers who once worked on the Xbox 360 and ported to the PS3; he believes there is going to be a huge reversal of this dev ritual. In the end, he believes consumers will naturally see the PS3's advantages and will make the right choice when he says, "Once Grand Theft Auto ships on the platform I think you'll see those folks on the side line saying 'I don't want to get stuck with the wrong one. I'm a PlayStation fan. I waited out the HD-DVD thing and I listened to a lot of misinformation. Now I don't need to wait.' There are lots of reasons to jump in, and PS3's by far the strongest choice."

We know there are still a lot of you out there just on the edge of buying a PS3, but it's still a difficult expenditure to rationalize. It is a lot of money, after all. It was more a year ago, and it could be less in another year, right? According to SCEA's product marketing VP, Scott Steinberg, a price drop in 2008 may not be as likely as once thought. The reasoning behind this notion is the fact the console has been selling so well this year. He said, "we're seeing that the hard-core gamer is not afraid to throw another $100 at the PlayStation 3 because the value proposition is so rich." It does have a great value proposition, but it'd be an even better one if the price were a bit lower, right?

Sure, sure, economics, marketing, and business aside, Steinberg is saying that due to the PS3's momentum, a price drop doesn't appear to be necessary yet. If people are planning to buy it at the current price, why lower it even further? Steinberg feels the momentum should continue through the blockbuster titles coming in the next several months. We say we'll still see a price drop in 2008. Just near the end of 2008.

As you guys are probably aware, the PS3 has gone through some rapid shifts in advertising lately -- shortly after their latest test with the ads highlighting important game titles among its other uses, Sony dropped their ad company and enlisted a new one. But how did those new ads work out? Scott Steinberg, VP of Marketing at SCEA, lets us know what's up with that campaign. In a nutshell, he says, "It's exceeded all our expectations. We've had great comments from analysts and our business partners that it's really elevating the PS3 business." Then let's bust out the champagne, right? Even the band in the commercial, Saliva, has felt some success from the ad campaign.

Retailers have also helped by bundling in Blu-ray movies after the ads aired and as Steinberg explains, this helps explain "why it's being promoted in stores so aggressively. It's no doubt that it's a big part of our value proposition [for the PS3] and we feel we have done a great part of emphasizing on the merchandising half of things; it's paying dividends."

Steinberg took a minute to talk about his move from the Sega Genesis days to his time now at Sony. Since we've got a soft spot for the ol' Sega boys, we'll give you the skinny. "There is so much passion around the technology and the products, and a lot of that at Sony reminds me of the 'halcyon' days when 16-bit was just taking off ... There's nothing like the technology and entertainment businesses; we've merged them both and it's an addictive cocktail." We hope he continues to spearhead such effective ad campaigns in the future and remind us why the Genesis rocked so hard and how the PS3 will, too. Assuming you thought the Genesis rocked hard. It did. It had Phantasy Star.

*Update*
Sony contacted us and clarified that Scott Steinberg is not Karraker's replacement, but instead heading up SCEA's hardware, software, and channel marketing division. So that means Karraker's position as "Senior Director of Corporate Communications" is still open -- any takers?

*Original Post*
If you've been a fan of Sega's for a while, you'll have heard the name of Scott Steinberg. He was the former Marketing VP of Sega in its heyday and will now replace Dave Karraker as head of Sony PR. He'll report to Peter Dille and be responsible for all PlayStation hardware, software, and channel marketing as of October 1st. Steinberg, in addition to Sega, has worked for multiple different companies including Roxio/Napster, Liquid Audio, Eidos Interactive and Crystal Dynamics. He worked with Sega during the Genesis days, evaluating development and licensed properties.

Peter Dille released his thoughts on the new hire, saying "We are thrilled to have Scott join our team as he brings a wealth of knowledge and experience to the PlayStation marketing staff and the management group here at SCEA. Scott has an ideal blend of experience in digital entertainment and content delivery as well as a proven track record for strategic innovation and implementation within this industry. He will be a critical component for the success of our marketing efforts across the PlayStation brand moving forward." We'd also like to welcome Scott on board. Welcome, Scott! Do us fanboys proud!