We last spoke to Atindriya Bose (country manager for Sony Computer Entertainment India) just a few months ago, but there’s been a lot to talk about since then, especially after an eventful E3 last month. We caught up with the PlayStation India boss to get some important updates on India’s PSN Store, collector’s editions, PlayStation Move, and his views on the prospects of 3D in India, the competition, and lots more.
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First and foremost, when is India getting its PSN Store?
We still don’t have a specific date, but the Store is in the final phases of implementation, and we’re gunning for Diwali. So PSN will be there with the PSN Store, but it will be only the game store. The video and comic stores will take time because we need country-specific permissions.
Will we be able to buy content, or will it only be demos and free content?
We will have paid content as well, but we are yet to finalise the currency. We are also looking at the viability of PSN cards, but we’ll have to first figure out the implications of VAT, Service Tax, etc.
So is there a possibility that it would be in Rupees?
We don’t know yet. We’re still waiting for a decision on that from Japan. But while we await clarifications on all that, we’re already moving towards setting up PSN here. We’re in the process of setting up call centres for level 1 customer service as well.
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Will we also get the PlayStation Plus service, which was announced at E3?
It’s not decided yet. The first priority is to get the PlayStation Store up and running. Plus is a very good service, and if we can get the pricing right, we can definitely bring that as well. Right now, we just want to get things rolling. Then once we have the basics in place, we can bring in the add-on services one by one. In Europe, every market that has the Store automatically has the Plus option. So I don’t see any major obstacle preventing us from offering the PlayStation Plus service.
Many games now come with codes that are used to unlock certain features or bonus content, and these often require Store access. So will the Store content be compatible with the games that are released here, with respect to region?
Yes, with the Store coming in, those issues will be taken care of, and now you will be able to get that DLC off the Indian PSN Store itself.
One of the biggest reasons behind people wanting an Indian PSN Store is so that Sony will start releasing collector’s editions of its games, which usually have Store content. So with the Store coming soon, will you be releasing collector’s editions of Sony titles here?
Yes, we will. Previously, we used to lose out on collector’s editions because of the Store content that came with them. But these will now be launched, so you will now have the game at Rs 2,499 and the collector’s edition at a higher price.
Gran Turismo 5?
For GT5, there are two collector’s editions. One is the game plus some added content and collectibles, which (has already been announced), while the other is in a really big package with a lot of paraphernalia that goes beyond the game. It’s all car-related, but I’m unaware of the exact contents. That being so expensive, we may not directly order it from Europe, but we could bring in limited quantities from Sony in the Middle East. We’ll also be working with Mercedes in some way around the GT5 launch, but we’re yet to decide the specifics of that.
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Will we get PlayStation Move at the same time as the rest of the world?
The worldwide date is 15th September. We’re aiming to get it simultaneously, but it’s a question of logistics. So if the logistics work in our favour, there’s no reason why we can’t launch on 15th September. At worst, there may be a 10-15-day delay, but not more than that.
What will the pricing be like and what configurations will Move be available in?
Pricing isn’t finalised yet. We’ve kept the $100 figure in mind for the start-up bundle (which includes a Move controller, PlayStation Eye, and a game or demo disc) and we don’t want to exceed that. We’re aiming for a pricing of around Rs 4,000 to Rs 4,500. In terms of products, we will have them all – the Move controller, the navigation controller, the PlayStation Eye, and maybe even the gun attachment.
Will all the PlayStation Move titles be available in India as they launch internationally?
Yes, all the games will come to India. Then there are games like Heavy Rain, which will be enhanced with Move support. These games will also be relaunched; the Move support won’t be added via DLC.
Will the pricing for the Move titles be lower than the standard Rs 2,499 price point?
Yes, these will carry a mid-range pricing of around Rs 1,799 or Rs 1,899.
Next page: 3D, PS3 service and support
Do you think 3D will have any sort of impact in India, especially with the PS3.
I think there will be a fair amount of 3D hardware adoption, and the PS3 is at the forefront of 3D. So while the pricing of the TVs and 3D hardware will be high initially, it will come down and people want a 3D experience, so it will only get more popular.
Can we expect some sort of Bravia/PS3 collaboration or even bundles?
Sure. Right now we have Sony’s 3D roadshow, where we’re showing 3D playback on Sony Bravia TVs via the PS3. Currently we only have non-playable demos there, but I’ve seen games like MotorStorm, GT5 and WipEout in 3D, and even FIFA running in 3D. They look stunning, so I think 3D on the PS3 could be very popular.
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FIFA in 3D?
Yes, I saw a bit of it. It looks stunning.
Move is something you have to experience yourself to fully understand it. So will we see demo kiosks set up with Move in malls, etc so people can try it out?
We’re currently in process of drawing up our Move roll-out strategy. One of the important aspects of it is how to bring the experience to the consumer. We have over 100 Sony centres, but we would like to expand the experience to other retail stores. Secondly, we would like to go beyond stores and take the Move experience to malls and colleges too. Our focus this year is primarily on Move, and we really feel like an important aspect of gaming in India will open up once it comes here.
Is Sony any closer to starting manufacturing of Blu-ray titles in India?
It’s still under evaluation and the popularity of the Blu-ray format has certainly helped our case. We’re now seeing Indian films on Blu-ray and availability and sales of Hollywood movies on BD is also increasing. Sony has also launched a sub-Rs 10,000 Blu-ray player. Plus, PS3 game sales are constantly on the rise. When I was at E3, several third party publishers, seeing that we manufacture PS2 games here and the increasing sales of PS3 games, enquired if and when we would begin manufacturing PS3 games as well. So we’re definitely making a stronger case for local manufacturing, but its still under evaluation and there’s no deadline set for it. If and when we do start manufacturing Blu-ray here, it will be for movies as well as games.
Is there any chance of Sony offering an extended warranty option for the PS3?
I did have a chat with the service people in Sony India, and it doesn’t seem viable. We did estimate how much we would have to charge for the extended warranty option, and it amounts to as much, if not more, than the ‘50% off on new PS3’ offer we have now. So we won’t be offering an extended warranty option. If we do offer it, it will cost so much that no one would opt for it. It works if we’re able to repair consoles locally, and have the extended warranty cover repair costs, but not when the only option is a replacement with a new console.
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There’s also been a lot of debate regarding the replacement for out of warranty PS3s, mostly due to misinformation from Sony World and the various service centres. One user was told that since his PS3 was over two years old, he would have to pay 75% for a replacement rather than 50%.
That 75% policy applies to certain Sony consumer electronics, but not to the PS3. So that person has been misinformed. It is best to call the service centre to clear up such doubts. The policy is a flat 50% off on the current MRP of the PS3, no matter when it was purchased. So even if you bought a PS3 at launch in 2007 for Rs 39,990, you will only have to pay 50% of the current MRP (Rs 19,990). Of course, within the 1 year warranty period, replacement is free.
Does this policy apply only to PS3s bought from India or all PAL PS3s?
All PAL PS3s. Also, PAL PS3s bought from outside India will be treated as out of warranty even within the 1 year of purchase. So only Indian PS3s carry the 1 year free replacement warranty.
So if they are PAL PS3s from outside India, will the customer be required to show a bill to qualify for the replacement?
Yes, there needs to be a proof of purchase; either the bill or a stamp on the warranty card. More than anything, it helps the service centre determine whether it’s a PAL product. If there is another way to tell a PAL PS3 apart without proof of purchase, we may be able to waive off this requirement, but we’ll have to look into that.
What’s the reason behind not offering warranty on PS3s that are given as replacement under the 50% scheme? Unlike the under-warranty replacements, which don’t come with warranty because the replacement is free, for out of warranty replacements, the consumer is actually paying 50% of the price of the new PS3, so to not have warranty after that is quite disappointing.
As a policy, we only offer warranty on newly purchased PS3s. So even though the PS3s given as replacements are new, they are given as replacements and not new purchases, so there is no warranty coverage. However, since the consumer is paying 50% of the price, I can get in touch with the service department and at least get a comment from them on it.
Next page: Xbox 360, PSPGo, Indian games
Is there any chance of a price drop for the PS3?
No. No chance.
Not even if the Xbox 360 gets cheaper?
We’re fairly comfortable with there the PS3 is right now. The hardware is doing well and the games are selling well, so we won’t be taking any drastic measures based on what Microsoft does with the Xbox 360. We actually expected an Xbox 360 price drop to Rs 10,990, and I even asked Jaspreet (Bindra, country manager, Entertainment and Devices Division, Microsoft India) about it. It would be a good price for the Arcade, but the PS3 is in a different domain considering the features we offer. Right now, the PS3 wouldn’t be profitable below Rs 19,990, and Sony doesn’t want to see India as a non-profitable market anymore.
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There’s the slim Xbox 360 coming too, and that is very similar to what the PS3 offers.
If they can bring the 250GB Xbox 360 at Rs 20,000, that’s a good price. That’s what it should be, since the US price is $299. If they can have a continuous supply of Arcades and bundle it with Kinect for, say Rs 22,000, that makes sense too. Otherwise, they are talking about Rs 29,000 for the 250 GB model, whereas we’re offering 250GB with a game for Rs 22,500. So I don’t see an immediate reason for a price drop; certainly not to counter Microsoft.
The PSP has been very quiet internationally. Even at E3 there was nothing exciting as far as the PSP was concerned. It looks like Sony isn’t even trying anymore.
In terms of innovation in hardware, yes, it’s stayed where it is. But the focus for us is now towards games pricing. The PSP essentials range of games is releasing here now. Most publishers will be releasing their games at Rs 699. EA is slight more aggressive, and their games will be at Rs 599. We have 6-7 titles, EA has around 8, Capcom has 3-4, Disney has 3, and THQ has 4-5. Overall, you’ll have 20-25 good titles at a very attractive price point. The PSP colours that we’ve introduced have been doing well, although I don’t know if that’s because of the colours or the two bundled games. So in India, the PSP is at a stage where it’s still growing.
Once PSN comes, will we see the PSPGo releasing here?
Yes, we will bring it.
What would the price be like?
As of now, I can estimate somewhere around Rs 15,000 to Rs 16,000. However, internationally, they’re now preloading the PSPGo with ten games. We’ll be doing the same, and if you put a value to those games, the effective price does come down to around Rs 10,000. So we’ll bring it here; let’s see how the Indian audience receives it.
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Give us an update on the Indian games.
The street cricket game is in the final stages of development. We initially planned for a summer release, but we want to ensure that the game is great, so we pushed it back and it should now be out on PSP and PS2 around Diwali. There are two games scheduled for release towards the end of the year; one is the cart racing game, and the other is based on Chandragupta.
Some PS2 classics are now being remastered and released in HD for the PS3. The Sly Collection was just announced. Are there more such games coming that you can tell us about?
I don’t know, but if someone were to tell me that Shadow of the Colossus and Ico were being re-released in HD, that would be exciting. But there’s nothing immediate that I can confirm.
What is the highest selling Sony first party game in India?
Hanuman: Boy Warrior; the next would be Desi Adda; but that’s including bundles. Hanuman was around 94,000, while Desi Adda is around 80,000 for PS2 and PSP combined. For PS3, we did around 13,000 units on Day 1 for God of War III. And till date, counting bundles, God of War III has done around 22,000 units, and that’s probably the highest selling PS3 game. Zapak is talking about around 7,000 units for International Cricket 2010 on Day 1, which is encouraging. Games like FIFA and Need for Speed do around 6,000 units on Day 1, and by the time FIFA 11 comes, that number will be a lot higher. Even games like Killzone 2 and Uncharted 2 achieved good numbers. Overall, PS3 sales are doing well provided the Rs 2,499 price is maintained. I think Super Street Fighter IV has also done good numbers, but I don’t have the figures. On the PS2, the God of War games are right on top. Each has sold around 10,000 units. Need for Speed games do very well too, and other than that, Hanuman did around 8,000.
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So it’s a God of War market.
Yes. I think it’s all about being recognisable. God of War is popular, so each game from the series does well. The same goes for Need for Speed, and Hanuman too. So in India, it’s very important for a franchise to be recognisable for it to sell well. So if we ever manage to do a Bollywood game, I’d be very surprised if we don’t do 20,000 units.
There has been a fair amount of television advertising for the PS2. Will that continue?
We’re just completing our summer ad campaign. We will resume television advertising around Diwali, and that will focus on PlayStation Move.
So 2010 is very much about PlayStation Move.
It is; with adequate support for the Indian cricket game too.
Besides PlayStation Move, what does Sony have that you see as the highlights for the year?
We’ve actually had quite a few highlights to start the year off. We had God of War III and Heavy Rain. Modnation Racers was a bit slow to pick up, but it’s a very important game for us, thanks to its community aspect. Gran Turismo 5 is a massive game, not only because its one of the biggest game franchises, but also because of its 3D potential. There’s SOCOM 4 as well. But for this calendar year, I think the biggest will be GT5 and the Move games. It’s important for us to convey to consumers that there is enough content for PlayStation Move. The Indian cricket game too is important for us.