The current domestic leader in this format is Sony
Computer Entertainment (SCE). Today, Sony is known worldwide for its Playstation gaming console. “The core strength we have is our range of products which cater to every segment of the target group of consumers,” avers Bose, an opinion which seems true at least at this point in time, because Microsoft’s only answer to Sony’s consoles at the moment is its Xbox 360 (which competes with Sony’s PS3). However, its other ‘now’ low-priced products like the PSP and PS2 have no competition from Microsoft. Talking about competition, Bose clarifies with a smile, “Claiming the market share at this point will be doing injustice to my competitors, because we are too big for them...Roughly we hold around 70% of the Indian console gaming market!” Surely, there is no doubt who the market leader is! To make matters worse for the also-rans, Sony is also releasing another one of its Indianised version of videogames (‘Hanuman’ after ‘Buzz!’ and ‘Filmstar’), as it rightly believes that pinning hopes on Indianised (as well as culture-oriented) contents will create enough differentiating truths!
However, there is also a challenge in the name of Nintendo ‘Wii’, which will soon be officially launched in the country. So, will Nintendo’s act of giving Sony’s PS-series a run for its money be replicated in India too? Not really, as Bose optimistically comments, “Entrance of Nintendo will not pose a threat to us. Rather, it will help the domestic gaming industry to grow much faster than before as the industry has enormous potential.” Industry experts are however flicking som eyelids at the Wii entry as Nintendo is very capable of launching similar technology (as Sony’s) at half the price! That would really be a ‘KO’! However, with the gaming console market forecated to touch a glorious $125 million by 2010 (from $45 million in 2008), Sony’s may well remain optimistic. There is another spoilsport though – piracy! Sony agrees to the fact that ‘grey’ market rackets are eating into their profits share in the country. “Grey market is selling products at almost 40% cheaper than us!” avers Bose explaining the clear disadvantage.
‘Experiential marketing’ is what the strategy of game-makers should be, as a senior Sony official confesses, “The focus and distribution is what we will concentrate upon for future growth.” Sony also stands one step ahead of the competition as it has about 200 exclusive stores by the name of Sony World, something which surely attracts envious eyes. Talking about domestic turnover, Bose adds, “The gaming division plans to touch Rs.100-125 crores this year.” The retail revolution in the country is also helping the gaming industry’s growth. With teeth-rattling growth of 1000% in terms of software and 600% in terms of consoles, Sony is definitely on a roll to capture the global game development industry which is forecasted to touch an enormous $43 billion by 2010! So there’s an overall growth lying in wait as a Sony spokesperson avers, “The industry is not only about console and software selling, a huge potential lies in game development in the country as well. It is now time for developers, animators and gaming companies to join hands for game development...” Clearly, the brilliance of the domestic gaming industry is sending shockwaves across global players. The game has begun; and by the way, Sony’s key strength is ‘Search & Destroy’.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Computer Entertainment (SCE). Today, Sony is known worldwide for its Playstation gaming console. “The core strength we have is our range of products which cater to every segment of the target group of consumers,” avers Bose, an opinion which seems true at least at this point in time, because Microsoft’s only answer to Sony’s consoles at the moment is its Xbox 360 (which competes with Sony’s PS3). However, its other ‘now’ low-priced products like the PSP and PS2 have no competition from Microsoft. Talking about competition, Bose clarifies with a smile, “Claiming the market share at this point will be doing injustice to my competitors, because we are too big for them...Roughly we hold around 70% of the Indian console gaming market!” Surely, there is no doubt who the market leader is! To make matters worse for the also-rans, Sony is also releasing another one of its Indianised version of videogames (‘Hanuman’ after ‘Buzz!’ and ‘Filmstar’), as it rightly believes that pinning hopes on Indianised (as well as culture-oriented) contents will create enough differentiating truths!However, there is also a challenge in the name of Nintendo ‘Wii’, which will soon be officially launched in the country. So, will Nintendo’s act of giving Sony’s PS-series a run for its money be replicated in India too? Not really, as Bose optimistically comments, “Entrance of Nintendo will not pose a threat to us. Rather, it will help the domestic gaming industry to grow much faster than before as the industry has enormous potential.” Industry experts are however flicking som eyelids at the Wii entry as Nintendo is very capable of launching similar technology (as Sony’s) at half the price! That would really be a ‘KO’! However, with the gaming console market forecated to touch a glorious $125 million by 2010 (from $45 million in 2008), Sony’s may well remain optimistic. There is another spoilsport though – piracy! Sony agrees to the fact that ‘grey’ market rackets are eating into their profits share in the country. “Grey market is selling products at almost 40% cheaper than us!” avers Bose explaining the clear disadvantage.
‘Experiential marketing’ is what the strategy of game-makers should be, as a senior Sony official confesses, “The focus and distribution is what we will concentrate upon for future growth.” Sony also stands one step ahead of the competition as it has about 200 exclusive stores by the name of Sony World, something which surely attracts envious eyes. Talking about domestic turnover, Bose adds, “The gaming division plans to touch Rs.100-125 crores this year.” The retail revolution in the country is also helping the gaming industry’s growth. With teeth-rattling growth of 1000% in terms of software and 600% in terms of consoles, Sony is definitely on a roll to capture the global game development industry which is forecasted to touch an enormous $43 billion by 2010! So there’s an overall growth lying in wait as a Sony spokesperson avers, “The industry is not only about console and software selling, a huge potential lies in game development in the country as well. It is now time for developers, animators and gaming companies to join hands for game development...” Clearly, the brilliance of the domestic gaming industry is sending shockwaves across global players. The game has begun; and by the way, Sony’s key strength is ‘Search & Destroy’.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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