10 Million PS4 Sales Is "Well Beyond" What Sony Hoped For

PlayStation boss Shuhei Yoshida says rapid sales clip defies conventional thinking.

The PlayStation 4 selling 10 million consoles in nine months is more than what the company hoped for, and sales at that level defy "conventional thinking." That's according to PlayStation worldwide studios president Shuhei Yoshida, who tells Eurogamer that this figure could have been even higher if Sony was better able to meet supply demands.

"The 10 million sell-through in the first nine months is well beyond what we had hoped for," Yoshida said. "As you know, we have struggled to keep up with demand of PS4 for so many months. It was hard to find and purchase PS4. Now we are able to supply units so in every territory I believe you can find PS4. So we just managed to catch up with demand. It's just beyond our imagination. We are so happy."

"Lots of people thought the dedicated game hardware might not be needed going forward, but still lots of people are very excited" -- Shuhei Yoshida

Though Yoshida is thrilled about the console's current sales pace, he pointed out that he is also "a bit nervous" because he says Sony does not completely understand how the PS4 was able to sell so well so quickly. "You need to understand why your products are selling well so you can plan for the future, right? It defied the conventional thinking," he said. "Lots of people thought the dedicated game hardware might not be needed going forward, but still lots of people are very excited. When you see the new games coming out and being announced this E3 and Gamescom, I think there's a good enough reason for a gamer to believe this is something worth investing in."

Potentially explaining the PS4's rapid sales is that gamers who were not historically PlayStation fans bought the console. "Some of the early data was amazing in terms of the number of people who didn't used to own PS3 have already purchased PS4," he said. "So we are getting lots of new customers coming into PlayStation. And some people never purchased any last-gen hardware: PS3, or Xbox 360 or Nintendo Wii."

In an interview with Kotaku in June, Sony's John Koller said that 31 percent of PS4 owners are new to the PlayStation ecosystem.

Also in Eurogamer's interview, Yoshida said Sony needs to do more to understand who its customers are and what they want.

"As soon as we see a great sales number, our instinct tells us we should be concerned about future sales, right? Are we exhausting all the core gamers? If we sell this number of units, there are no more consumers we can sell to," Yoshida said. "That's a really terrifying prospect. So we want to understand who are these consumers who we do not necessarily consider core gamers, who are purchasing PS4 and why they are doing it and what they are doing with PS4, so we can create a bit more of a positive future, rather than saying, 'Wow, we have sold to every single core gamer.' So that's what we are doing."

Finally, Yoshida pointed out that Sony is always looking to add new features to the PS4 and introduce network services like PlayStation Now as a means to grow the brand overall. "So we hope we can continue this momentum and reach a wider audience than we were able to do on PS3," he said. The PS3 has sold north of 80 million units worldwide.

Eddie Makuch is a news editor at GameSpot, and you can follow him on Twitter @EddieMakuch

For all of GameSpot's news coverage, check out our hub. Got a news tip or want to contact us directly? Email news@gamespot.com

Written By

Eddie Makuch is a news editor at GameSpot, and would like to see the Whalers return to Hartford.

Discussion

481 comments
cguido
cguido

sony has lied to their fans so much I have no reason to believe another lie and what the hell happened to the playstation move? D:

cguido
cguido

I have absolutely no reason to believe this lying company who just docent know what to say to keep itself from bankruptcy. with all the lies they have given to its consumers through its marketing its just disgraceful.there is no proof but their word that they sold 10million units but there is proof that they sold 9 million lol pethetic they just keep lying and lying no wonder they are headed to bankruptcy they just dont know what to do lol so hard XD


what is this lol 9 million is nothing the WiiU is not too far behind them with 7 million plus both the ps4 and the X! have been selling a lot less since E3 2014 cause they announced no games when Nintendo Announced a long list of games lol Omg this is just a desperation move from sony cause they don't want to go to bankrupcy! lol XD

ArchoNils2
ArchoNils2

It was pure luck, really. While Nintendo didn't deliver on power, Microsoft were busy slapping themselfes by making the potential customers angry. It is not Sony that did it right, they just did not fail as hard as the others

Jinzo_111887
Jinzo_111887

There still are some customers Sony can sell the PS4 to in the future, but they'd have to drop the online multiplayer fee first.

joejoe1639
joejoe1639

I think a lot of it has to do with the many MANY errors in judgement Microsoft made in the initial marketing and distribution of the XBONE.  That and the PS4 having technically superior hardware is all it takes; these 2 consoles aren't on even footing in terms of consumer equity right now and it's showing in a big way. 

mattress805
mattress805

10 million consoles. This is what happens when a company is consistent with their message, builds a console around developer recommendations, listen to your target market, don't try to shove motion controls down people's throats that don't want them, focus on games ,not TV and have a great price point with excellent tech. Kudos to Sony. Hers one gamer that switched from 360 to playstation and I'm glad I did. In fairness, Microsoft is heading in the right direction now with Phil spencer but a year ago their message was utter garbage

Pupchu
Pupchu

This is a irrefutable statement and concrete proof of Xbox One's superiority!

coolguyhero
coolguyhero

No offense, but xbox fans were saying that Sony is in big loss & it is going to doom when some of Naughty dog developers were leaving but now sales tell the truth.

umadbro82
umadbro82

I'm pretty sure Don Mattrick's famous words were: "History has shown us that the first company to reach 10 million console sales wins the generation battle.."


Megavideogamer
Megavideogamer

Sony may be able to reach 12 million PS4 consoles sold by November 15th 2014 which would be a record for Sony. This seems to show that Sony has learned from it's mistakes during the PS3 launch.

Sony just might be able to cross the 12 million mark by 1 year on the market.

porterhoarder
porterhoarder

Congrats sony! Now wow me. I want to see intuitive UI changes, more updates, more features. Bring me mp3 mp4 playback, DLNA support, youtube, etc. I also am ready for ps plus free games to not suck.

Thanks,

-The Consumer

Vylsith
Vylsith

@cguido I hear that too much salt in your diet can be bad for your health.  Just trying to help you out there buddy.  ;)

chesaliz
chesaliz

@ArchoNils2 they kinda did it right when they announced PS4 pricing, policy, and stuff.

Vylsith
Vylsith

@Jinzo_111887 There are still millions upon millions of customers that Sony can sell the PS4 to.  Do you live in a fantasy land or something?  Common sense people...

mjonk2pc
mjonk2pc

That's never going to happen. Those people that want that will just have to get a Wiiu.

cguido
cguido

@mattress805 The wiiU is a great console. It's INNOVATION that stir up creativity. The third party developers are too lazy or NON-imaginative. They cannot come up with ways to EFFECTIVELY utilize Ninty's Hardware. They would rather take the easy road and cater to the other console's power for better graphics. Better cosemetics DOESNT translate to better gameplay. It's a fact, we all know that Nintendo always has the best 1st party games out of the other consoles. and all the popular third party games are also on the WiiU and there are 7million people that have bought the WiiU thus far and they are fine with it .

 Nintendo does not lie like sony does about its sales numbers cause we all know there is no proof but their word that they sold 10million units but there is proof that they sold 9 million lol pethetic they just keep lying and lying no wonder they are headed to bankruptcy they just dont know what to do lol so hard XD

Jinzo_111887
Jinzo_111887

@mattress805 Yet I'm one of the ones who is disappointed in the fact that Sony resorted to requiring PS+ for online multiplayer. Its proof that they could have had more sales without that policy.

mattress805
mattress805

Superiority at streaming seamlessly between TV amd gaming.

Jinzo_111887
Jinzo_111887

@Pupchu Superiority at offending customers. If you don't count the Wii U, the only  quality gen 8 system is the PC.

oflow
oflow

@coolguyhero you'll have to wait and see after uncharted 4 comes out. the number of consoles sold doesnt have much to do with how good the games are.

Jinzo_111887
Jinzo_111887

Console sales aren't game sales, though. 

Vylsith
Vylsith

@Megavideogamer Sony could likely hit 13 to 14 million consoles sold.  Early holiday shopping, especially for an item that could easily have a shortage, will likely boost its sales.

Jinzo_111887
Jinzo_111887

@Megavideogamer Part of it might have been due to luck of having MS shooting themselves in the foot with a losing combination of DRM, the used game block, $500 price tag, and the bundled Kinect.

Jinzo_111887
Jinzo_111887

@porterhoarder I'd suggest dropping the online multiplayer fee. Then again, I am just a potential customer who is reluctant to buy one until its dropped.

Jinzo_111887
Jinzo_111887

@mjonk2pc You never know. The article quotes Sony as being worried about their future sales, so this is something for them to think about doing to attract more customers in the future should their fears come true..

Vylsith
Vylsith

@cguido @mattress805 Look kiddo, manufacturers can get in a lot of trouble for lying about sales numbers.  Sony DID sell 10 million consoles to consumers.  Get over it.

Sony's heading to bankruptcy?  Sure, that's why they're posting profits and their stock is going through the roof lately.  Whatever you got to tell yourself to make yourself feel better buddy.

Third party developers aren't "too lazy" to use the tablet controller.  Third party mature games just aren't selling for crap on the Wii U.  That's not their fault.  Get over it.

Freaking kids.

Rushaoz
Rushaoz

@Jinzo_111887 @mattress805 As an IT Administrator, servers cost a lot of money to maintain. Plus, without that money from PS+ a lot of features that the XBox 360 and PS3 didn't wouldn't be possible. Because of PS+ pricing PSN is now on par with XBL. Which was the only thing lacking about the PS3.

Besides, it's actually a good deal considering the plethora of games Sony throws at you every year. If you  have both the PS3 and PS4 even better. Only one subscription is needed for both machines so you end up making out pretty well.

In short, stop crying.  

Rushaoz
Rushaoz

@oflow @coolguyhero Yea they do. Refer to Microsoft, the Xbox 360 and Halo. IF it weren't for Halo, the 360 would have sold a lot less. 

Vylsith
Vylsith

@Jinzo_111887 You're right.  So instead let's look at Ubisoft who said that PS4 led their game sales last quarter by 2:1 compared to other platforms.  Just trying to help out buddy.  ;)  Or The Last of Us Remaster selling 2 million copies on the first day.  I'd say Sony is doing pretty well in the game sales department.

Rushaoz
Rushaoz

@Jinzo_111887 @Megavideogamer Sales will increase for the One this year though as soon as Sunset Overdrive comes out. Sony has been knocking it out of the park as far as game announcements go. Something the One has been extremely quiet about since launch. I know I'll be buying the white One bundle with Sunset Overdrive. 

Rushaoz
Rushaoz

@Jinzo_111887 @Megavideogamer I think it has more to do with the One not being a "games first" console like it's being pushed as now. Everything they're doing now is what the should have done at launch. They shot themselves in the foot by forcing a kinect bundle and not making the machine technically comparable to the PS4. 

mattress805
mattress805

If 5 dollars a month determines whether or not you're going to buy a console, then you should definitely NOT pick up a next gen system.

Vylsith
Vylsith

@ArchoNils2 In every way superior?  Definitely not.  Graphically?  Sure.  Let's be realistic.  Console has its draw as well, and PC has its drawbacks.  It's not the "perfect" platform.  Especially with all the issues it can have with incompatibility.  There's something to be said about games working 99% of the time you want to play them.  While I can fix problems with PC games, spending hours sometimes doing so can be quite annoying when you get a new game.

Jinzo_111887
Jinzo_111887

@Rushaoz @Jinzo_111887 @mattress805 I don't care about the new features nor the random games that PS+ offers, I just want free online multiplayer and the games that interest me (which there's no guarantee PS+ would offer, and if they did, they'd likely be attached to a fishing line.)

Jinzo_111887
Jinzo_111887

@Rushaoz Hopefully they'll consider dropping the online multiplayer fee later to give them another edge.

Jinzo_111887
Jinzo_111887

@mattress805 It's not the price, but the principle. I avoided the Xboxes for the same reason, even though PS3 games had a tendency to cost more.

ArchoNils2
ArchoNils2

@Vylsith So ... you are complaining that 1% of all games causes some problems with you? Sure there can be problems with games, but that is not a PC exclusive thing. I still have no idea how I can get 1942: Joint Strike to run on my PS3. I got it in the summer sales and downloaded it twice from the PSN store, it never boots up, the system just stays black and doesn't react to anything including the PS Home button. Other games work fine, wheter they are played from disc or HDD. Sure it might be more common on PC, but at least you have a chance to fix it

mjonk2pc
mjonk2pc

I want Sony to double the price of ps plus.

Jinzo_111887
Jinzo_111887

@mjonk2pc If you want to pay more for it, why not start campaign towards donating PS+ memberships for others? Personally I wouldn't be interested because I wasn't impressed during the Welcome Back program. Trying to push it on PS4 owners by requiring it for online multiplayer just further hurts my opinion of it. It looks to me like Sony has no faith in its ability to sell on its own merits alone (in otherwords, they think it's no good.)

Jinzo_111887
Jinzo_111887

@Vylsith @Jinzo_111887 @Rushaoz @mattress805 Let's take a look at things people said wouldn't happen...


Xbox One wouldn't come without Kinect... It does now.

Earthbound won't be released on Virtual Console... It is now.

PS3 couldn't be hacked (jailbroken)... It was.


It's those kinds of things that people say won't happen, but we do see happening that give me hope. Also, keep in mind the article says Sony is worried about future sales.