Saturday 20 January 2018

Sony hopes Lou Reed tune will make launch of PlayStation 4 a Perfect Day

Lou Reed
Lou Reed

Cliff Edwards

SONY has chosen 'Perfect Day' by singer Lou Reed as the background music in ads for the new PlayStation 4, which went on sale in US shops yesterday.

CEO Kazuo Hirai, who has made the PS4 the centrepiece of a corporate turnaround strategy, needs the introduction to come off without a hitch.

Robust PS4 sales would provide much-needed momentum after Mr Hirai posted a surprise second-quarter loss last month. If enough people buy the device, and the yearly €50 PlayStation Plus service, Sony stands to generate billions of dollars from sales of movies, TV shows and music, as well as games.

Mr Hirai has a one-week jump on Microsoft, which starts selling its pricier Xbox One on November 22.

"Gamers are tired of that PS3 that they've had for six or seven years, and they're ready to buy a new one," Michael Pachter, an analyst with Wedbush Securities in Los Angeles, said this week on a webcast. "I think that you've got to give Sony a nod for faster out of the gate."

Sony's lower €400 price gives it the advantage over the €500 Xbox One, said Mr Pachter. Sony's forecast for sales of as many as five million consoles by the end of March may be low, he said, with the PS4 likely to sell out through January.

The two top combatants in the $93bn-a-year industry are employing different pitches to holiday shoppers for machines that are similar on the inside.

The PS4, with a combined processor and memory from California-based Advanced Micro Device, is built on a PC-like design comparable to the Xbox One.


Sony is employing a newer, faster type of memory that could provide an edge with graphics and help win over hardcore game players. The company will also benefit from efforts to woo independent developers, according to Andrew House, head of Sony's worldwide game operation.

The promotional ad features two gamers singing 'Perfect Day' by Lou Reed, who died last month, while immersed in the worlds of titles including 'DriveClub' and 'Killzone Shadow Fall.'

Irish Independent

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