NZ PS3 launch created unprecedented sales spike
Posted by M (11 Apr 2007, 12:24 a.m. NZST)
Sony Computer Entertainment New Zealand this week confirmed results affirming the successful launch of the PlayStation 3 which officially went on sale in New Zealand on 23 March.
Since launch, the PS3 has generated over NZ$6.8 million in hardware and software retail sales, according to analyst group GfK.
Commenting on the results, Daniel Morse from GfK stated, "Our data revealed that in a matter of just ten days the PlayStation 3 created a spike in retail spending not previously witnessed at the launch of any other console in New Zealand. This spending continued in to the second week of trading resulting in sales of 4,835 PlayStation 3 consoles in just ten days."
In addition to the positive hardware results, GfK data from the launch week of PS3 (w/c 19 March) ranked SCE New Zealand's first party software titles, Resistance: Fall of Man and MotorStorm, as the two highest selling games. "Since launch, PS3 games have dominated GfK sales charts taking out all of the top ten places (console and handheld)," stated Mr Morse.
Warwick Light, General Manager Sales & Marketing of Sony Computer Entertainment New Zealand, commented: "Following a great launch for the PS3 across the country, it's very satisfying for us to see that our close planning with retail and channel partners has ensured that all consumers wanting to get their hands on a PS3, whether they pre-ordered or not, were able to. With the PS3 now realised, the strong consumer support to date indicates that we've had a successful platform launch and are at a great starting position for us to grow and develop the PS3 platform."
Not to be outdone by its new sibling, the seven-year-old PlayStation 2 continues to grow its installed base, with the introduction of the popular pink version in March helping to boost sales. "Our combined data for the month of March positions the PlayStation 2 (black) console second to the PS3 as the next highest selling console, with PlayStation 2 Pink and PlayStation Portable rounding out the top four giving PlayStation a clean sweep for the month," stated Morse.
"Having three platforms selling strongly in New Zealand clearly demonstrates that PlayStation products are true category and technology leaders. The continued success of the PlayStation 2 offers an insight into our vision for the PS3: to have a platform that in ten years' time offers a diverse range of entertainment options enjoyed by the whole family, playing a significant role in the living room and home," said Mr Light.
In addition to a large scale advertising campaign in popular media, SCENZ has concentrated marketing efforts on ensuring customers are able to 'experience' the PlayStation 3.
Light concludes: "At a retail level there has been a significant investment in interactive display units to ensure interested consumers are able to explore the product. Through this interaction and demonstration, people will truly appreciate the value of our product offering. Combining games, photos, music, movies and the Internet, the PS3 is the ultimate entertainment hub in the living room. With the ability to have its functionality expanded through on-line upgrades, PlayStation 3 will be relevant for at least the next 10 years."
New Zealand sales results 23 March - 1 April 2007:
PlayStation 3 - 4835
PlayStation 2 - 1567
PlayStation Portable - 738
