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Playstation 3 sales hit record in '09

Playstation 3 sales hit record in '09

Vendor expects continuing growth in market share and sales thanks to video streaming and new games

The Sony Playstation 3 has experienced record sales growth in 2009 after price cuts, the launch of a Slimline version and the introduction of streaming Internet video to the gaming console.

According to data from market research firm, GfK, Australian sales for Playstation 3 units rose by 27 per cent in 2009. More than 318,000 of the devices were purchased to reach a total of 770,000 consoles locally since it was launched. This includes all versions of the device.

The rise comes on the back of global sales growth, with record holiday figures for the console.

Sony computer entertainment director of sales, Tony Nico, said the new slimline version of the PS3 and a drop in retail prices were the biggest influences on sales.

“I think the [price cuts] were the main reason, but a strong line-up of software that launched late last year with Uncharted 2 leading the way as well as EyePet,” he said. “We launched the [slim version] in September and the sales have been phenomenal.

“Ballpark, about 80 per cent of the PS3 sales were Slimline models [since September].”

Despite continuing economic uncertainty and stiff competition from Microsoft, Nico said he was confident of a continuing rise in PS3 sales and market share moving into 2010.

“Playstation 3 represented 19 per cent of the total $2 billion industry in Australia, but that’s over 12 months. If you look at the results for the quarter ending December, Playstation 3 represented 23 per cent of the total market,” he said.

According to Nico, one of the advantages held by the PS3 is its range of customised video streaming services such as PlayTV and the ABC’s iView service, which allows on-demand content from the public broadcaster.

“[iView] was announced late last year and the latest figures are that Playstation 3 users take up a 28 per cent share of all visits to the service,” he said. “It’s another reason to purchase the PS3. Of our users, 55 per cent are connected to our online network so it’s a big part of our business going forward.”


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Tags MicrosoftSony Playstation 3ABC iViewPlay TV

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