PlayStation brand leads console and software sales

PlayStation® brand leads console and software sales in New Zealand

818,000 PlayStation® games sold in 2008; over 60,000 PS3™ consoles now in New Zealand homes; over 50% connected and enjoying the benefits of the free PlayStation®Network

AUCKLAND, Thursday, 19 February 2009: Sony Computer Entertainment New Zealand (SCE NZ) today released details of its 2008 retail performance, highlighting strong console and software sales across all PlayStation® platforms. This will be boosted by a stellar software line up for 2009.

Based on GfK 2008 calendar year retail data, the PlayStation brand accounted for a compelling 67% of all software sales (across all platforms) and 55% of gaming consoles – selling almost 100,000 consoles in 2008 alone. The PLAYSTATION®3 (PS3™), having been in the market for less than two years, celebrates a solid install base of 60,000[1] consoles in New Zealand homes by the end of 2008. In addition to the device’s impressive range of high definition entertainment features, including a Blu-ray player and the ability to showcase music, movies and pictures, plus connect to others through the PlayStation®Network, all on the living room TV, it’s the suite of games that are really attracting consumers to the console. As a result, the PS3 is experiencing a high software attachment rate, representing over three PlayStation titles sold for every unit purchased to date.

David Hine, SCE NZ Sales and Marketing Manager, commented on the figures, “In 2008, PlayStation experienced the growth in sales that the whole New Zealand Interactive Entertainment industry did, with these great results demonstrating the broad appeal of our content across all three of our platforms offering something for everyone, not just gamers.”

“It is also significant that, of the 60,000 PS3 owners, over 50% of them have already discovered the benefits of the subscription free PlayStation Network, enjoying extensive content and access to the PlayStation online community,” he added.

GfK data also highlighted that family based games have boosted growth of the New Zealand Interactive Entertainment category as a whole in 2008, becoming the number one software genre, benefiting the entire industry with total software sales up by eight percent.

Hine continued: “PlayStation platforms have played a significant role in growing the family game genre since its inception. Having introduced what was arguably the first social gaming franchise, EyeToy®, we have experienced huge success with both the Buzz!™ (including Buzz! Junior) and SingStar® social gaming franchises. Over 266,000 SingStar games have been sold in New Zealand since 2004. With over 175,000 microphones now in New Zealand homes, proportionally, the second highest install rate of microphones in the world – we are a SingStar nation. This phenomenon also appeals to PS3 users as it enables them to download tracks directly off the online SingStore™, via the PlayStation Network. New Zealand artists such as Bic Runga, Stereogram and Evermore feature on the store, with more scheduled for  2009.”

Last year saw a significant 31% uplift in SingStar total unit sales, with new title, SingStar®ABBA, proving a runaway success; in the six weeks leading to Christmas, selling through an impressive 12,000 units on PlayStation®2 (PS2™) and PS3 – taking the title of the most popular game at Christmas. SingStar®QUEEN is set to launch this March further enhancing the line up.

PlayStation’s current hardware install base across all platforms is now almost 730,000 units in New Zealand. The PS2 continues to have the biggest install base of all time, with over 525,000 consoles in New Zealand homes.  In its ninth year, PS2 is still the top selling console, selling over 40,000 units in 2008 (source GFK).  The PS2’s $219(rrp) price point provides family fun at an affordable price, combined with the biggest catalogue of software available on the market. By the end of 2008, the PSP had an install base of just over 142,000[2] units.

Hine concluded: “2009 is set to be an even bigger year for us, as SCE NZ looks to broaden its range of both first party exclusives and third party titles. Kicking off the year with a bang, February 26 sees the anticipated launch of Killzone®2 exclusive to PS3, followed by an impressive array of other eagerly awaited, exclusive titles released throughout the year, including the incredibly cinematic Heavy Rain™ and the action packed inFamous™. Increased functionality of the PS3 is also planned for 2009, with new functions, such as PlayTV and VidZone in the pipeline, while the free PlayStation Network will continue to expand its exclusive range of free and paid for content”.

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