Sony's Karakker On Turning Around PS3 Buzz 209
simoniker writes "Sony's new PR boss Dave Karakker has been talking about his challenges handling publicity for the PlayStation 3, explaining how Sony will be switching things up: 'We were allowing media to drive the message for us, and interpret it for us. So allowing someone like Peter Moore, who's a good friend of mine, to stand up there and say negative things about Sony, there wasn't anybody refuting that. People just took that for face value. Now we're very aggressively defending our turf.' He also defend the lack of universal achievements on PS3: 'Frankly, how I view it is I don't care if you're great at Madden if I'm playing you in Resistance. Because that doesn't tell me you're that much better in Resistance. An overall score doesn't really tell me much, it tells me you've spent a lot of time online, it tells me you spend a lot of time playing games, but it doesn't tell me how good you are at a particular game.'" Should be noted that Simoniker is a former Slashdot editor -- also, the AP write-up about reactions to the PS3 is quite positive.
Media and media (Score:2)
When he said "We were allowing media to drive the message..." I thought:
You're right! You actually realized -- you realized that trying to constantly synergize with the media and IP divisions of sony is what's paralyzed the game division! Someone at Sony actually finally understands that you can't spend all your time interacting with other divisions of your company -- you have to interact with what customers want as well!
Then it became clear that he meant 'media' in the 'news media' sense. So I gave up o
I've been positive about it for a while (Score:3, Insightful)
HD support may not be a requirement for many people, but those with HDTV will want some hardware to complement it. Blu-ray might have been a result of pressure from Sony's top level, but the extra capacity is not to be sneezed at.
Early adopters have a lot of money. They can afford the thing. And how often has the most powerful console been a total market failure?
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Define "Total Market Failure"?
The XBox is certainly a contender after having lost $4 Billion to only sell 20 Million systems (or $200 per system sold); several of the Neo-Geo / Turbo Graphics 16 / 3DO / Jaguar / etc. systems were the most powerful systems of their time and still failed to be successful platforms; and the most obvious choice was the N64, which was much more powerful than the Saturn/Playstation yet sold half as many systems a
Selling poorly (Score:2)
By definition you cannot sell poorly if you are selling every unit you make.
Now poor profits, that is another matter - lowered production rates will hurt them in terms of profitability until they can catch up with demand. But no-one I think expects that units will be languishing on the stores this Christmas.
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I've known sales teams that didn't care one woof about profit, but I've never heard of one that thought in terms of percentage of units sold, rather than total number. Only the most retarded of salesman would think selling 100% of one unit was good sales, unless it was a nuclear reactor or an island or something. When your sales numbers are low because production levels are low, that's still poor sales.
I think you misinterpret
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Perhaps in the absolute sense, but how about relative to the other consoles? If the PS3 only sells a million by years end because that's all they can produce, but the Wii sells 4 million by years end, I think it would be accurate to say the PS3 sold poorly compared to the Wii. Certainly the game developers will think so, because there will be 4 times as many people wanting games for the Wii as for the PS3. That is the kind of thing
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I disagree. The PS3 will sell out everywhere (even if it is just because people want to ebay them). Big name developers are already on board. I do agree that Sony will lose market share this round...but I think they will have no problem selling out. It is just that their pr
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I think that many people have misunderstood what I meant by "selling poorly"
The PS3 will likely sell out from Q4 2006 until the end of Q2 2007 simply
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It's a weekend at the beach after a two hour drive - i.e. nothing for a couple of parents looking to please Junior.
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Just a bit?
It's starting to sound like your first question could
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They'll buy a wii or 360, along with the 90% of people who wait until their TV breaks before getting a new one.
A very small demographic. Is this the generation that the PS becomes a niche?
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Almost always. (see: NeoGeo, 3D0, N64, Game Gear, etc., etc.)
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Genesis is valid. DC was killed by underhanded, fraudulent marketing techniques that should have gotten Sony Punished with a capital P. N64 was superior in some ways but majorly inferior (media capacity) in others. Xbox is a valid point but I think people avoided it mostly because it came from Microsoft - in the post-Halo world they don't have to worry about this any more. 'Cube is superior except that it doesn't play DVDs (except for some Japan-only versions) so you can't make a direct comparison there. N-
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Dreamcast:PS2::Saturn:PS1
The Dreamcast was Sega's competitor to the PS2, Xbox and Gamecube... The Saturn was the competitor to the PS1 and N64. Just because the Dreamcast launched early and died early doesn't mean it was part of the preceding generation. sorry it's just a pet-peeve of mine.
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Arguably it lost out to the then-unreleased PS2. Mostly it lost due to Sega's vast ineptitude.
> N64: Reasonably successful but still a flop, lost to inferior PS1
The N64 was an unqualified runaway success. If you consider "losing" to mean not getting 100% market share, I suppose you could call it a loss.
> Xbox: Reasonably successful but still a flop, lost to inferior PS2
How is something "reasonably successful but still a flop
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The reactions are positive? (Score:2, Informative)
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It's a great system honestly. If programmed correctly, it'll be slightly better then the 360. However it's harder to program for, it's more expensive, and it's playing catch up with both systems. When for the price of one system I can get a system almost as good in every way, and a system that will play games in new ways why am I buying the more expensive one? Yes it might have motion control, but the Wii w
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The sad thing is at least with Sony fan's it's not their fault. Sony's leadership has been so screwed up over the last year who knows what the current line that the fans are expected to tow is.
God I love ACs.
Wow! (Score:3, Interesting)
He also worked for Martha Stewart and KMart. So that means their is a good chance that this will end in bankruptcy or jail time.
If Sony was smart they would give Steve Jobs half the stock in the company. He would create a Red PS/3 and give $5 to African Aids research for everyone sold. Bono would hawk it for him and people would get on a six month waiting list to get one.
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I gave up (Score:5, Insightful)
Here's two of his question on the first page:
GS: Sounds fun!
GS: Woah!
and on the second page, he says:
GS: It did seem like there were a number of mis-statements, and this may be a media misperception, but did you have to work to rein people in and make sure they're on message?
Even the Sony guy didn't claim that (and note the spelling error is the web site's not mine)
And then he asks:
GS: Don't take offense to this, but is the system going to be able to hold up to being always on?
Why worry about if he's going to take offense? This is not journalism, this is a fan blog. Don't worry about offended a PR flac... that's his job. Ask questions that mean something... "The console looks impressive, but it's the most expensive. Why do you think gamers will buy it?". Don't pretend all negative buzz is just from people not being on message.
The guy doesn't have to be combative, but he should ask some questions that are hard and that might be interesting to the readership.
The most spin on a review I have ever seen (Score:3, Insightful)
So from Access I went to work at Allied Domecq, which used to be the world's biggest liquor company. So they own brands like Stoli, Beefeater, Maker's Mark, Kahlua, and also Dunkin Donuts, Baskin-Robbins, and Togo's, but I just worked on Spirits of North America. But then that company got bought out by a French company, and they laid of
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Which spelling error? Unless you think they are talking about turning all of the marketing people into royalty, I don't see anything out of place there.
Paid well (Score:5, Insightful)
I hope their new PR guy is good. They do have a lot overcome. However, there has been a lot of doom and gloom viral marketing for the PS3 which is not entirely true. Even though I've speculated a lot on /. about Sony's poor choices on the PS3 and how it expect it to hurt their sales, I have also been (finally) seeing more information on their games and their hardware and I'm pretty interested in it. Some of their screen shots are breathtaking.
Was the most controversial, Blu-Ray, the right thing to do? Hmm... I'm still going to say no. However, like I've said in the past, looking at the perspective of adding it or leaving it, I can only defend adding it, all things considered once I think about it...
While I think Sony has been doing things ass-backwards as far as Public Relations and response to the 'shock' of the new system on gamers, they do have room to make amends if they just started being a little more respectful and talking up their system on a positive aspect instead of the "you're n00b!" approach.
Cheers,
Fozzy
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-Eric
Nice straw man (Score:4, Insightful)
But the gamerscore isn't supposed to fill the role of "how good an opponent is someone," it's to fill the role of providing an official metric for the eternal "my dick's bigger than yours" competition that goes on amongst "hardcore" gamers. And that's a competition that's been going on since arcade denizens started sending Polaroids of their high scores in to gaming magazines.
That's all the gamerscore means, and it's not meant to mean anything else. It's bragging rights by the numbers, and I think it's a bit disingenuous to say that it doesn't matter because it's not a record of how good someone is at a given game.
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Yes, God forbid Sony encourage that. All part of their new strategy:
-Eric
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Have you ever heard someone boasting about how they go out and import or buy crappy 360 games just to increase their gamer score?
Then it's a winning business strategy then, isn't it? Makes it sort of self-evident that MS is providing something that people want, doesn't it? Makes it a little silly for a Sony flak to claim that it's something people don't actually want, don't you think?
Sony's Marketing Model (Score:2)
2) Relish the fact that no matter what you do your loyal fan base will still throw their salaries at you
3) ????
4) Laugh some more
5) Profit
Sony's finally woken up (Score:2)
Overpriced? Nope, it's a better value than the XBox 360 when it comes to technology and cost of manufacturing.
Overheating? Nope, it's cooler than the XBox 360.
Shortage? Doesn't take away from the console, just my ability to buy one.
The only
Re:Sony's finally woken up (Score:4, Insightful)
Yes, except, fundamentally, it's a games console. There's over a decade's evidence that the $300 price point works well for a console at release. Personally, I'm not willing to spend $599 on a games console. It could be hand crafted, and cost twice as much to make as they're selling it for, for all I care, there's still the fact that it's games console priced outside what I'm willing to spend on a games console.
Heard a lot of similar arguments about the Mac Pro, while trying to argue that it would be great if Apple released an upgradable iMac equivalent. It's brilliant value for money, if you want a quad core Xeon workstation, but fundamentally if you don't need that much processing power it's just not worth it.
> Overheating? Nope, it's cooler than the XBox 360.
Source?
> Shortage? Doesn't take away from the console, just my ability to buy one.
Agree. The late launch may be an issue, but frankly a launch shortage is going to have minimal impact 6 months down the line.
> Free online service
Yup
> Better form factor
Err... no, I'd call both equally ugly. But hey, each to their own
> Linux capability
Good point for the
> Blu-ray
Which is great, if you want HD movies. I'm unconvinced this is going to be a major selling point, especially as so far HD-DVD seems to be doing a lot better than Blu-Ray. It could be an issue for games, but personally I'm not seeing two-DVD releases being a major issue.
> Motion control
I thought general opinion is this wasn't very good, or was it just not quite as good as Nintendos?
The PS3 is one hell of a powerful console, released at a decent price point for the cost to make... I just personally don't think people are going to be willing to pay the extra, and that the XBox 360 and Wii will both gain serious ground before Sony gets around to price cuts...
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Most people keep talking about "Oh, I'll just wait till the dual format players are available".
If that is true, and most people have dual format players, and a whole bunch more people have PS3s (over the number of standalone HD-DV
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It's a big selling point for purchase justification:
Hey mom, it isn't just a games machine, I can do my homework.
There's a lot of "second PC's" being sold, the PS3 could make a dent in that:
"Hey, we don't need another windows machine, when our PS3 can do double duty"
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It may be a better "value" but that doesn't really matter too much to people when it comes to videogames. The reality is that people buy a videogame system when a game they want is released for it and (usually) not for the technology that is in the system; a high price acts as a barrier to entry because there are few people who are willing to spend $500/$600 to play 1 or 2 games.
Overheating? Nope, i
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What part of the following do you not understand?
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Is a Ferrari overpriced? Depends on what you mean by "overpriced". Priced over what?
If you mean priced over the cost of materials, research, manufacturing, and a reasonable percentage of profit margin, then no.
If you mean priced over what most people buying a car -- even a sports car -- can afford, then hell yes it's overpriced.
The Ferrari is not overpriced one way, but is in another, and that sec
For the average consumer they are overpriced (Score:2)
in the console market, there are only 4 options (one being the pc). You simply can't take the farari approach to marketing, because the biggest sell point is the games available. To get a large library of games, you simply must have a huge install base. The problem being that the average consumer isn't going to buy the most expensive console out there. And where the average consumer goes with console money is where the games will be. ps3 will essentia
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It does for illustrating the difference in "overpriced" as in "costs more than what you get (ignoring whether you need what you get)", and "costs more than what you can afford". Which is all I was doing.
in the console market, there are only 4 options (one being the pc). You simply can't take the farari approach to marketing, because the biggest sell point is the games available. To get a large library of games, you simply must have a huge install base.
Yep.
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The shortage could have a bigger effect than you think. The PS3 isn't coming out a year ahead of its competitors, leaving no real alternative but waiting. I'm guessing there will be more than a few people who will pass on the PS3 because the Wii and XBox360 are sitting right there on the shelf ready to take home. To add to that fun, it won't even be released in Europe and Australia until March. Meanwhile, Wiis and 360s will be selling
Retail Channel (Score:5, Insightful)
I walked into a Gamestop this week, and casually asked about the next-gen systems. The employees there pushed the Wii and the 360 hard, and slammed the PS3.
Why? Because the retail outlets know they will be able to sell a bunch of hardware, software, and accessories for the Wii and the 360. They know that customers who hold out for a PS3 will simply spend the holidays on a waiting list, and not spend any cash at the store.
Sony's shipping projections for the PS3 are shrinking every week, and the retailers don't see any reason to bend over for Sony at this time.
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I noticed that when Best Buy recently sent me a catalog advertising all their "Holiday gift ideas."
The Wii had a full two page picture as the lead-in to the video game section, plus it's own half-page within the game section next to the rest of the Nintendo games.
The only mention of the PS3 was stuck on a quarter of the PlayStation page, split with the PSP and various games.
And I'll bet you're right. Best Buy knows that each store will get something on the order of 5-10 PS3s total in time for Christm
PS3 Commercials (Score:2)
Like selling the PS3 will be a effort (Score:2)
PlayStation 3
November 17 2006
And that's it.
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Hell, they can't even do that part right. All the PS3 commercials I've seen have the date appear like this:
Where the ones and the slash look identical.
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My God, It's Full of Games! (Score:2)
I love that ad.
Parents couldn't afford clothes (Score:2)
vs. PS3 (Score:2)
That is a funny cynical take on it. I like the way you think.
But I didn't think of it that way; I went more darkly cynical: if you look at what is reflected in its eyes--pretty much entirely explosions from violent games--and how the tears get sucked back up into its eyes, it's almost a commentary on how kids are getting desensitized to violence and that video games
Problem with some PS3 commercials (Score:2)
The other thing I have noticed is when going into gaming stores and talking to the sales clerks: some of them are wanting to buy the PS3 to sell on eBay, but would rather have the Wii!? I want the Wii too, but it seriously needs s
How to market the PS3 (Score:2)
With all the bad press and near disasters surronding the PS3 development, I was becoming more and more sceptical as to wether I shouldn't just get a Wii instead.
Until, that is I went into my favorite game store today to pick up Liberty City Stories. The store had started their PS3 promo, with big signs saying "Coming Spring 2007: PS3" and lots of pretty posters and whatnot. None of that impressed me, but:
In the center was a very good 50" HDTV rolling demo footage. The game in question was MetalGear 4. Ni
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But it can only have 256MB of textures per scene.
And it's not like the disc read times have increased as drastically as the storage capacity. But I guess Sony and long load times go hand-in-hand. (See: PS1, PS2, PSP)
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Since I don't have a high-end HDTV, and Sony isn't bundling one with the PS3, all that eye candy won't do me any good.
"Conclusion: seeing is believing. I'll get three, please."
Sure, but that's only because you're a Sony marketeer in disguise.
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In other words, once you see what the PS3 can do on a good display, you'd never buy a Wii.
By this reasoning, once I see what my PC can do on a 36" LCD screen, I'd never buy a 19" CRT. Hang on, lemme check. Nope, I still have a 19" CRT. And a 24" TV, or is it 22"? To be honest, I'm not sure, I'd have to check the manual, because that's not why I watch TV shows/movies or play games. I'm more interested in, you know, the content.
Of course that's besides the issue that I can't afford a PS3. Even if I reall
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I don't think my living room is that big.
"Demo only, not full PS3 resolution."
That statement could go either way. You're assuming what you're seeing is less than the PS3's capabilities, not greater than.
That, and "demo only" sounds a lot like "cutscene, not gameplay" to me.
"Conclusion: seeing is believing."
You mean like Dragon's Lair?
Welcome to video games. Playing is believing.
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Sony misses the mark again! (Score:2)
You know what? I -prefer- to play 360 games over PS2 and PC games BECAUSE of that score. It's the ONLY lasting recognition that I played a game. Besides that, when I look at the 1000-point gamescores, I generally remember the pain I had to go through to get to the top like that... And I remember it f
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You do make me wish it was easy to figure out what somebody's xbox gamer tag was though. It would be valuable information to have about somebody when deciding who to hire.
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I w
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I'm thinking about all the gamers I know, and the only people I know who think like that (with the exception of one guy) are in the highschool to college age... And
Wait (Score:2)
Getting sick of hearing this (Score:2)
DK: Yeah, for us it's apples and oranges when you compare the PS3 with Wii. They've done a great job of saying exactly who they're going after, the casual gamer, the hardcore gamer, and we've said exactly who we're going after. And you can't, when you put the systems side by side technologically, and even price-wise, they just don't compare to each other.
Okay,
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No, see, at the beginning there you start to get the point, but then you jump right by it. The "you" to which Nintendo, Microsoft, and Sony's efforts are primarily directed are not the same. Sure, each of them would take anyone who wants to buy their machine, but their focus is not the same slice
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But with the console market saying you think your customers ought to purchase a different gaming sys
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No, it doesn't. That assumes that TV time is fixed. Having systems (and presumably games: the only reason for one person to have two systems is because each is better for different kinds of games) that suit different moods means that you are more likely to want to sit in front of the TV and play games more of the time.
The Xbox360 and the PS3 are more closely targetted to the same type of user and use
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The software will utl
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Er, "work", "sleeping", "eating" etc. are not constants. They can be varied, one factor in which is the relative importance of other activities (like, say, gaming.) And that relative importance is influenced by the options available for that activity. So, again, your presumption is wrong.
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Great PS3 Review. (Score:2)
http://www.slate.com/id/2152794/fr/rss/ [slate.com]
His conclusion. Can't wait for a Wii.
pfft (Score:2)
Apart from the price, PS3 is a Videogame Dream (Score:2, Insightful)
Hard drive standard - every PS3 comes with an hard disk, which means every developer can develop for it without excluding anyone.
No region encoding for games - THIS IS HUGE! Have we as gamers not been waiting for
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That is, assuming the developer has the cash to pay off Sony.
No region encoding for games - THIS IS HUGE! Have we as gamers not been waiting for this since the beginning? It's finally here! We don't have to wait for marketing departments to choose what we may or may not like in a foreign game; it's all ours.
Um, the Nintendo Gameboy/Gameboy Advance/Nintendo DS has never had regi
Sony needs to prioritize better (Score:2)
Gee, the media! (Score:2)
How dare they.
That tells me all what I need to know about the new "PR" person...
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I guess only time will tell how wise this decision was.
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When the Marketing/PR department starts making the crucial decisions, the consumer generally loses. (Examples include Intel's Gigahertz campaign, Microsoft for the last twenty years, Bush Jr., Sony's rootkit, DRM in general, etc.)
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It would help if people stopped blindly buying their products... but again we can't count on people being remotely smart about things...
Tom
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Sorry if saying eating babies you found offensive or whatever it was you found it, but I figured that was the terminology used on slashdot (Lord knows i've read enough about Sony eating babies to figure using it as an anti example would have worked.)
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Sony shut down Lik-Sang.
I smell many cell processors unused.
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No it doesnt. It is either 1) Bundled by the OEM. or 2) Pirated. If people actually had to pay for windows it wouldnt be half as popular as it is.
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MS will wreck console business (Score:2)
This assault of the Market is paid for by windows and office.
Ultimately this is bad for the whole business as a whole. I suspect Nintendo will be the first out, (unless they can inovate there way to some profits li
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A quick froogle/pricegrabber search finds 2Gb SD cards for $30. Doesn't seem to bad to me, although I don't know how big the average Saturn game was. Also, the Wii has two USB ports on the back, which may be able to connect to USB hard drives for another storage option.
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Sorry for the redundancy.
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I didn't follow the action during the PS2 / Gamecube / Xbox launch period, so tell me if any of these things were different:
* Was the PS2 released an entire year after one of the others?
* Was it last to release in Europe/Australia by 3+ months?
* Did the PS2 face a manufacturing shortage, while the others did not during the same period?
* Was the PS2 priced over twice as much as one of the others?
I'm pretty sure