6. Sony comes out swinging! The new PS4 console puts Sony back on top and ahead of the game.

Sony couldn’t have hoped for a better pre-launch face-off, with Microsoft inexplicably shooting itself in both feet by alienating its core gaming community and anyone living outside the US by talking up TV, TV the Super bowl and erh… TV rather than focusing on games at its recent ‘reveal’ back in May [1]. So round one was definitely Sony’s – and the PR and marketing machine hardly had to lift a finger. So what’s next?

With the consoles very closely matched on performance – although it is worth noting that the PS4 is arguably the faster of the two next gen consoles, with its slightly faster 2GHz AMD Radeon chipset and 8GB of DDR5 RAM – the fight will ultimately come down to launch date and availability, games and price.

Interestingly, both systems will utilise voice control and motion tracking to take gaming ‘beyond the controller’ and the PS4’s new EYE controller would seem to be more than a match for Microsoft’s re-vamped Kinect camera – only time will tell which system offers the better performance, but both are said to be capable of tracking a user’s face and even eye movements. In terms of controller, Microsoft has opted to ever so slightly tweak its much-loved 360 controller, whilst Sony has included a touchpad, which if utilized by developers and used in conjunction with the EYE technology could make for some innovative and intelligent new control interfaces.

Neither system is backwards compatible, although Sony has indicated that as from next year PS4 owners will be able to stream PSOne and PS2 classics via the firm’s cloud gaming service, which if priced correctly could be a big draw for the more ‘mature’ gamers looking for a retro fix or a pixelly trip down memory lane. Vita owners will also be able to stream content from the PS4, which makes for an interesting, if not totally compelling reason to add another positive tick in the Sony ‘pros and cons’ feature list. Another nice feature is the super quick boot up time – so no more waiting around, hopping on one leg whilst your console whirrs into action; the PS4 will apparently power up and down in seconds, allowing you to continue gaming where you left off within a few moments.

Post E3 we almost know who has the better games line up for launch. Microsoft needed to silence the boo-boys with a super-strength launch line-up and duly delivered, understandably keen to talk up exclusive downloadable content deals with EA’s FIFA 14 and COD: Ghost to name just two. However, Sony has an impressively diverse line-up, including a new Kill Zone title and the eye-poppingly gorgeous Drive Club, as well as EA’s Battlefield 4, Assassin’s Creed IV, Diablo 3, an as of yet un-named Final Fantasy game, Bungie’s Destiny and Batman to boot [2]. Most people will purchase at least one, but not necessarily more than two games at launch and possibly another couple more come December, so whilst choice is important, it would be counter-intuitive to have too much choice at launch, especially if games cost upwards of $59/£49. Most gamers will go with what they know (a footy/sports game, a driving game, an action/adventure game, a first-person shooter etc.) and both launch line ups seem to have these mainstay genres and brands covered.

Microsoft could potentially out-maneuver Sony by squeezing out some new and improved Kinect 2 sports titles to support their hardware launch, which could help sway potential customers towards Xbox ONE. A limited time/availability free download for all those who pre-ordered the console would be an interesting marketing strategy and allow the firm to work on polishing the Kinect 2 capability until very close to launch. Some four months prior to launch, there’s a distinct lack of ‘buzz’ around software support for Kinect 2 and Microsoft will need to work hard on selling the capability of it’s new motion tracking camera technology with some compelling and ‘must have’ titles if it is to justify the considerably higher price tag. This is less of a concern for Sony – at least for now – as potential customers can defer their decision to purchase the PS EYE camera for another day, but the firm will need to start building some hype around its motion-tracking capable games sooner rather than later.

This is the first time that new games will be available simultaneously on disc and as a full download from day one, so expect some crazy and hopefully compelling in-yer-face and on-ya-mobile limited time content offers as both firms look to leverage social networks and potentially location-based attention grabbing offers to help gamers make the right choice when in-store and online. Additionally, both Sony and Microsoft will be looking to leverage loyalty schemes, referrals, recommendations, customer reviews, ratings, videos and will reward customers for sharing, tagging and posting positive ‘feel good’ experiences online for all their friends and followers to see. This time around, the battle for hardware supremacy will not so much be about multi-million marketing budgets that scream from every TV, press and billboard, but personal recommendations and endorsements via social networks. The company that manages to successfully embrace Facebook and Twitter will win the mindshare of the early adopters and mass-market ‘connected’ gamers alike.

Sony has cleverly kept out of the debate around used games – their new console will be region free, doesn’t require an Internet connection to play and will support ‘used’ games [3]. Although Microsoft has recently back-tracked on their stance on sharing games, DRM etc., the ‘blood and fury’ that surrounded the firm’s original policy on used games, potential unlocking fees and limits on sharing has only served to complicate and damage the firm’s gamer-centric credentials. The company also recently moved to reverse the ‘always connected’ requirement which further tainted the recent reveal, explaining that gamers would no longer be required to connect to the internet “at least every 24 hours” in order to continue playing – a move which has been greeted with a mass sigh of relief from most, but has drawn further disdain and derision by various bloggers and gaming news sites. So that leaves launch date and price.

Both systems are expected to launch in November this year – with various reports confirming that we can expect the PS4 to arrive on Wednesday 13^th November and the Xbox ONE a week or so later [5]. Officially, Sony has gone no further than to say that the PS4 will launch ‘this year’ – and nothing more, which could sound ominous for those living outside the US and Japan. If the firm does opt for a prioritized territory launch strategy (and it has done this before to meet demand), this could mean Brits and fellow Europeans may be forced to wait until Easter 2014 for the PS4, which in gaming parlance is almost a life time – and would clearly play into Microsoft’s hands. Whoever launches first will inevitably have the advantage in terms of marketing push, but they will also have to hit the ground running in terms of connected services, so any advantage in being first to market in the hearts and minds of customers could be quickly wiped out if they’re regarded as guinea pigs rather than high value early adopters.

Price was always going to be key and most analyst and video-gaming news sites have agreed that the rather hefty $499 (or £429) price point for the Xbox ONE (including the Kinect 2 HD camera) for a machine that is to all intents and purposes not as higher spec as its rival is a brave move by Microsoft. Given that there is as of yet no option to purchase the Xbox ONE without the Kinect 2 camera and that gamers will also be required to fork out another $60 on Xbox Live ‘Gold’ membership and that figure quickly becomes $560; add in another controller and of course a game and you’ve just spent well over $650 on a new console – which could be hard to justify for some in these times of austerity and uncertainty. OK, I can Skype my friends, but I can already do that via my phone, tablet, laptop etc.

The PS4 will be priced at a more competitive $399 (or £349 in the UK and €399 in Europe) for the ‘basic’ bundle, which doesn’t include the PS EYE HD camera – but this at least this gives consumers the choice as to whether they want to pay another $79/£49 for a motion control camera that they may or may not want. I, like 25 million others purchased the original Kinect and I’m not sure that I’d be tempted again – given the inherent performance and usability issues, not to mention the lack of decent software and poorly constructed kids titles that require endless hand waving to negotiate the cumbersome menus. I’d rather spend the money on a couple of decent games, another controller or on a subscription to an online service.

Interestingly, Sony has clearly been eyeing the extra revenue Microsoft generates from Xbox Live subscriptions with some degree of envy and the firm will look to introduce a subscription fee (similar to Xbox Live Gold) to play multi-player online games, meaning PS4 owners wanting some one on one action with their buddy will now be required to sign up to the PS Plus online service or play solo. The PS Plus service will also incorporate ‘Cloud’ saves, automatic game updates, access to early Beta trials and ‘early bird’ discounts. So, add on an extra $50 for another controller and you’re up and away for around $500 – some $100 richer, or two new games better off than if you purchased an Xbox ONE with Kinect 2. Surely it’s just a matter of time before Microsoft sees sense and launches a ‘basic’ pack without Kinect 2? Only time will tell…

[1] http://www.youtube.com/watch?v=wuoFNwctizg AND http://www.youtube.com/watch?v=8w16wbMyY-U AND http://www.youtube.com/watch?v=UU9Q8kv6lzw

[2] http://www.gamesradar.com/ps4-games-every-single-one-announced-so-far/

[3] https://www.youtube.com/watch?v=kWSIFh8ICaA&feature=player_embedded

[4] http://www.bbc.co.uk/news/technology-22812743

[5] http://metro.co.uk/2013/06/21/retailers-date-ps4-for-november-13-xbox-one-for-november-21-3850648/