PS3 to target a 'slightly younger demographic'

SCEE CEO Jim Ryan addresses Sony's future plans to extend the PlayStation 3's life as the system enters its sixth year on shelves.

Sony's latest console has just started its sixth year in the marketplace, and as the price continues to drop, it becomes more accessible to larger chunks of the market. To make sure the PlayStation 3 completes a decade-long life cycle like its predecessors, Sony is looking to make sure offerings are in place for a wider market.

You know… for kids!

Speaking with the Official PlayStation Magazine UK, Sony Computer Entertainment Europe CEO Jim Ryan addressed the future approach to expanding the PS3's market growth potential. Ryan said that the bulk of original PlayStation and PlayStation 2 systems sold at or below the £129 price point, suggesting the PS3--currently £199--has a long life left.

"I think you'll see us taking the console more towards a slightly younger demographic," Ryan said. "More family market. The core gamer will absolutely not be neglected. There's going to be tons of great stuff for the core gamer but from our own studio, third parties there's some quite interesting stuff happening in a number of areas which would allow us to open up a market that we accessed pretty successfully on both PS1 and PS2 but haven't yet got to on PS3.”

Sony's foray into motion controls, the Move, launched last year and has seen integration and support in titles targeted at various demographics, including the aforementioned younger group. The latest Move-only game out of Sony is the family-friendly Medieval Moves: Deadmund's Quest.

Got a news tip or want to contact us directly? Email news@gamespot.com

Did you enjoy this article?

Sign In to Upvote

126 comments
calvinsora
calvinsora

I've always felt that a lack of kid-friendly games was one of the PS3's weakest points. Many seem to think that if a game is kid-friendly, it somehow lowers in quality but that couldn't be more wrong. You don't need violence, partial nudity or guns to make a good game, every Mario game ever made is a testament to that. I think it's a good move, I'd for instance love to see someone make a good version of either Crash Bandicoot or Spyro, the old PSOne games were ace.

TTDog
TTDog

When will they get round to targetting gamers? They started off with the "Multi-media Entertainment" angle by pushing the Blu-Ray element and now hit the casual market by pushing Move with everything.

VarietyMage
VarietyMage

As long as they don't dumb down games and remove mature content (I'm looking at you, Saint's Row: The Third, compared to Saint's Row 2), I'm okay with it. Disgaea will always be there, anyway. :)

painkilla357
painkilla357

Alot of kids just dont get it thats what the wii and 3DS is for. to be educational or physical. To not have them setting at home on the couch playing games all day, not getting mental or physical stimulation. eyo!! im already grown. after work i wanna go home and hack people up on the console that i love. lol

ZeroX91
ZeroX91

Maybe Jak and other Naughty Dog IPs will get some love now I miss kids games that weren't strictly for people with an IQ under 50.

Gamer_4_Fun
Gamer_4_Fun

You guys better not harm the existing fanbase!

IrithAyllistira
IrithAyllistira

This was the Wii's problem... Why can't sony understand that? Adults also like consoles, why should they be forced to have super computers to play new generation games?

regix416_basic
regix416_basic

You DO know that this will pretty much GUARANTEE that you will be putting the PS3 and the future of your gaming catalog in jeopardy if you do this right? This is EXACTLY why the Wii wasn't taken seriously.

Hvac0120
Hvac0120

I feel that the current catalog of games on the PS3 is fairly expansive and provides lots of great choices for gamer's of all ages. It has the Move for those that like motion control. It has Call of Duty for 90% of the American teen population. The PS3 has a huge library of AAA exclusives from 1st party studios. This leaves me very curious to know what areas Sony thinks it is missing. Because other than cheap apps, it's got nearly everything it needs to hook a younger demographic of gamer's for PS4.

shadowhunter0
shadowhunter0

@XboxGuy1537 I have played on both the move and kinect while the move is very precise and as true 1:1 ratio and the kinect isn't also the move has something that is needed for the games that I play and that is buttons

Spacerac
Spacerac

I want this to mean more quality general audience titles in the tradition of ratchet and clank and little big planet and sly.

aussiemuscle
aussiemuscle

@Ultramarinus, that's exactly what they mean. obviously they want to emulate Wii...

Ultramarinus
Ultramarinus

I'm hoping that they're not meaning stuff like Apple Store shovelware or Wii's tried-and-failed "tire out after playing for 20 mins" formula.

parrot_of_adun
parrot_of_adun

@Ovirew That's what's great about today's games, you can have exactly what you want (the kind of games you describe are all over the place, they're not gone), you just have to live with the fact that other people can too. I'd hate to live in a world with a perpetually childish gaming industry that wouldn't allow for such great experiences as Deus Ex, Starcraft, Skyrim or the MGS games. There are still a ton of games meant just for the purpose of relaxing and having fun and letting your imagination take care of the little things. Just because the world isn't forced to play nothing else, doesn't mean you can't find it.

XboxGuy1537
XboxGuy1537

@DrKill09 Eyetoy was gone in a heartbeat. At least Kinect has been lasting for quite some time and selling reasonably well. If only it had good games on it (excluding Gunstringer)

XboxGuy1537
XboxGuy1537

@shadowhunter0 Kinect doesn't have crap for games, but the technology it uses is a step up from Move. I would say Kinect is overall a disapointment so far, but it's better than the Move in my opinion.

Shadow_Fire41
Shadow_Fire41

i'm alright with this if A. they do not interfere with the other games B. if said games are good.

JusticeFromSeed
JusticeFromSeed

Please tell me we're talking about Ratchet and the good ol Sack Boy, not Wii look-alikes...

cabose38
cabose38

as long as franchises such as ratchet and clank, Jak and Daxter, and LittleBigPlanet are what they are talking about then I'm good

Supabul
Supabul

Its to late all the Wii users will be upgrading to the Wii U Kids go crazy for Mario Kart

Yomigaeru
Yomigaeru

If Sony wants to reach a wider audience, they're going to have to do a lot more with Move. As it stands, it looks like it is going to go the way of the Sixaxis. I think we can all agree that the 360 and PS3 got in on motion gaming after they saw how well it worked for the Wii, but Microsoft has really been pushing Kinect. Regardless of quality, there have been a ton of ads for Kinect games in the past year that it's been available, and I can personally attest that this past Black Friday Kinect bundles were one of the hottest items flying off of shelves. But what has Sony done with the Move? A few games here and there with Move support? Adding it into big name shooters isn't nearly enough. Where are the sword fighting games? Where are the Star Wars lightsaber games we all thought of when the Wii was first revealed? Sony really has to push this thing, or else it'll suffer the same fate as Sixaxis.

Megavideogamer
Megavideogamer

So Sony is targeting a youthful demographic? O.K since the Playstation 3 no longer costs $600.00. Now you can get a PS3 for $250.00 which youth can now afford. Playstation 3 can meet it's 10 year lifespan promise like Playstation & Playstation 2 before it. Makes sense for Sony.

Ovirew
Ovirew

@parrot_of_adun Well sorry, but that's really the way I feel about it. That's just my own personal opinion on things. In the 80's and early 90's, everybody had an NES. And just about anybody could pick up any NES game and play it, and there was no debate about how old or mature or how young and immature somebody had to be to play the games. Anybody could play Super Mario Bros. In the same token, anybody could play games like Smash TV that were bloody mayhem. Sure, maybe that did have a lot to do with the games being pixelated, and not having very fleshed-out back-stories. But is that such a bad thing? Graphics might have come a long way, but gamers are spoiled by them and want everything to be bigger and better - they aren't pleased with graphics unless they look better than they do in all existing games. And these days most games have stories, but a lot of them are also full of messages that the games' writers want you to agree with. Many of them are politically-motivated. Most of them follow the all-too-common formula of rebellious young people always being the good guys, while the old and strict people are the villain. Whatever happened to just sitting down, not giving a care in the world about how much story was already there, and using your own imagination to fill in the blanks when you played a fun game? Do writers have to do all of the work for us nowadays, leaving no stone unturned? Whatever happened to mystery, creativity, and forming your own opinion?

GTA-Like_Fan
GTA-Like_Fan

I dont see the problem here.I like Playstation cause it has loads of epic adult games but I dont mind if they make games for the youngs its not like if it would stop the release M games. There's more and more adult gamers and the industry knows it and work hard to give us awesome games but gaming is mostly a kid thing lol

toddx77
toddx77

Just because the word "family" is used doesn't mean its going to be a crappy shovelware game. It probably will be but I consider games like crash and jak and daxter to be family games but hardcore gamers like those as well. If sony is smart then they will make more games like that and call them "family" games. Seriously, games like wii sports or kinect sports get old so fast. Sure they are fun at first but after a while the appeal wears off and it gets repetitive. I enjoy playing those games with my friends and family during the holidays when everyone is home but after playing wii sports, kinect sports, even dance central we get boared after a few games. Even the casuals who dont really play games like their mom or sister get board. Now when we put in a game like new mario bros wii, mario kart wii, little big planet, or ratchet and clank all 4 one, even smash bros we will play a lot longer because those games have substance.

Soothsayer42
Soothsayer42

@warhawk-geeby And I completely forgotten about Last Guardian... Euda was inactive on his tweet.. :P

vega13mv
vega13mv

I kinda miss cartoony games, after all the Metal Gods of Warhood games I've been playing, a comic mischief game sounds rather refresing.

warhawk-geeby
warhawk-geeby

@Soothsayer42 I'd completely forgotten about Agent.. Damn.. Might as well throw in The Last Guardian too whilst we're at it then :P

MOwens9512
MOwens9512

@botroo3 yeah I feel you. I bought it on launch day. I won't say it's a big mistake but it definitely is a regrettable impulse buy LOL Sports Champion was cool, but it just seems like beyond tacking it on to shooters, Sony had no idea how they were going to use it.

MOwens9512
MOwens9512

Well diversity was always Sony's strong point in the past. Still, hopefully they don't go all in and ignore their core audience. Honestly, the Move seems sort of a waste because there is little to no attention given to it, so they need to address that. I swear if there is one thing Sony does poorly is marketing. Not saying it would outdo the Kinect (because it is an enhanced Wii Remote after all, nothing too new) but a little more than a couple of Kevin Butler commercials would have done it better justice. I mix of the VP with that classic PSOne style salesmanship is sorely needed, for all of their markets, not just family.

meharu
meharu

So the Xbox 360 was targeting kids from the very beginning?

botroo3
botroo3

I regret buying the PS-Move, i hope they release something decent for it.

grungeman91
grungeman91

I hope they don't go all out kid friendly and forget about the Mid-core gamers considering that the average age of the gamer is 37 years old.

grungeman91
grungeman91

[This message was deleted at the request of the original poster]

JimmeyBurrows
JimmeyBurrows

Could be amusing, maybe Nintendo and Playstation about to swap round.

DarthVeng_basic
DarthVeng_basic

When the word "family" enters into the equation, that's when I lose interest. Not interested in that crap.

Double_Wide
Double_Wide

It sucks to be a core gamer these days...

parrot_of_adun
parrot_of_adun

@Ovirew That was only possible when games were not only dead-simple (in a bad way), but it wasn't possible for stories to be told with any complexity. The idea that family friendly games are invariably good is absolute fallacy. The environment you speak of could only be be stifling. Family friendly titles are just fine, but to think it was a better time when that was the only possibility is sad.

kkxtrouble
kkxtrouble

I love how its not specified whos the target. At least put what is the age targeted now.

Soothsayer42
Soothsayer42

@warhawk-geeby Twisted Metal, Starhawk, hopefully FF Versus, and what about Agent? Cant wait for VGA 'The Last of Us' reveal.. the teaser seems shocking :D

TTDog
TTDog

And this is a change of policy how?

warhawk-geeby
warhawk-geeby

@Soothsayer42 Starhawk is due out in Feb/March next year. That alone will be a big seller for Sony's console. Going on that alone I'd say your safe for your exclusives.. what with the new 'last of us' game being teased today as well. I'd seriously doubt a weak year for 2012 going on the success this one has been. Don't worry :)

warhawk-geeby
warhawk-geeby

Umm.. and this is news how exactly? From what I gather it's just another effort by this website to start a fanboy war. If you look at the PS2 towards the end of it's mainstream life pretty much all of its games were child focused, the hardcore gamers move on to their new consoles and the young children (who couldn't afford/didn't need a new console) made do with the cheaper older console. If the next Xbox and PlayStation are indeed coming as soon as predicted then this article doesn't surprise me one bit :?

Houtakiboy
Houtakiboy

Er... I hate to burst your bubble, SONY, but if you really do your homework, you'd discover that kids as young as 8 are playing Call of Duty, both offline and online. Try it out yourself. Simply boot up the game and choose a multiplayer mode after turning on your headset and prepare to have your eardrums blown out by the surge of pre-pubescent obscene and unmoderated chatter blasting across the ether. Where are the parents, you ask? Getting drunk in the afternoon and not monitoring their children's activities, that's where. So if you want to target a younger demographic and want them to wave a magic motion wand around, bring out a COD game targeted at their age group and make it motion compatible. Mind you, they're too busy tossing their 1476th grenade in MW3 to notice.

AmnesiaHaze
AmnesiaHaze

kidz love M rated games, they make em feel more adult , you know what to do sony , right ? btw ps3 is teh new kiddy console , not wii

duckafro
duckafro

Yea, lets put out some games like Sly Cooper, Jack and Daxter, Kingdom Hearts, Okami, maybe even Crash Bandicoot. Oh wait, apparently Xbox360 and PS3 users think those are just for kids huh? Tell me, what exactly did you guys play growing up? If you say Halo and CoD, my god you missed out...

steelmouth
steelmouth

makes since the 360 got the adult market covered