FEBRUARY 1, 2012 • The Xperia PLAY from Sony Ericsson has been with us for more than nine months now. The cell phone maker, recently brought under complete Sony Corp. ownership, has yet to announce sales of their PlayStation Certified Android phone. Lack of sales data has stoked old questions of whether the Xperia PLAY is the right device for today’s mobile market.
What cannot be denied is that Sony Ericsson has delivered an impressive Android device that exudes quality manufacture, provides glitch-free operation, and that has easy access to thousands of games on the Android market. As hardware, the Xperia PLAY is a very attractive device. So attractive there is a growing hacking community that appreciates the device’s fast DDR2 memory and ability to be safely over-clocked. If the Xperia PLAY has detractors, they are those who lament there are not enough new PlayStation games available to play.
Providing DFC with an update on the Xperia PLAY as it approaches its second year in release is Tim Harrison, head of content marketing for the system.
DFC: Can you give us an overview of the goals for Xperia PLAY. Where does the system fit into the marketplace for portable devices? Who is the target audience? How is Xperia PLAY being marketed to this audience? What kind of person should want to own an Xperia PLAY?
TH: We introduced the Xperia PLAY to deliver a whole new experience to consumers. The Xperia PLAY is first and foremost an Android smartphone with features and attributes from the Xperia portfolio. But it’s an amazing device for gamers too. It’s the world’s first PlayStation certified smartphone, with dedicated physical gaming controls and gaming-optimised graphics to deliver consumers the ultimate smartphone gaming experience. We think that compelling combination really appeals to anyone who wants an immersive entertainment experience on the go – from the hard-core enthusiast to the more mainstream and casual gamer.
DFC: The last time we looked, Xperia PLAY had been launched in the U.K., Spain, U.S., Ireland, Canada, Japan, Indonesia, and the Philippines. What markets have we missed?
TH: Â Xperia PLAY has launched in most key markets globally. Including all major European markets such as Nordics and Germany. It has also launched in major Latin American markets such as Chile and Brazil.
DFC: What pre-loaded selection of PlayStation games are going into each market? We noticed the selection at the U.S. Sony Store is: Asphalt 6: Adrenaline, Bruce Lee: Dragon Warrior, Crash Bandicoot, Madden NFL 11, Star Battalion, Tetris, The Sims 3. In the Philippines, the selection is similar, with slight differences: Bruce Lee: Dragon Warrior, Crash Bandicoot, FIFA 2010, Madden NFL 11, Star Battalion, and The Sims 3.
TH: The above games are the ones that have been preloaded to the device. In North American markets we included Madden NFL 11 instead of FIFA 10 . There are slight regional and carrier differences but the goal is the same – to give the customer a gaming experience out of the box. But obviously that is just the beginning – we now have nearly 180 titles available to download for the device.
DFC: What are the early results on gameplay habits so far? What percentage of Xperia PLAY owners have purchased additional PlayStation Certified titles?
TH: We do not disclose individual games sales figures – that is a matter for the developers or publishers. But in terms of habits we have some interesting stats to share:
Eighty percent of Xperia PLAY consumers play games every day. This is up to eight times more than on other smartphones (Sony Ericsson Consumer Satisfaction program June 2011 and ComScore data Sept 2011).
That’s compared to most smartphone consumers in Europe who play daily 10% of the time, and in the U.S., 18% of the time (Com Score).
Xperia PLAY consumers are downloading premium games. This is the reverse of other android smartphones where the majority of applications that are downloaded are free. Industry sources indicate at the maximum on high-end smartphones, 25% of downloads are paid, while Distimo and Nielsen suggest this figure is likely to be far less. Yet the Xperia PLAY is tracking with 75% of downloads as premium.
We’re also seeing the device significantly over-index in terms of engagement on online titles, a reflection of both the strengths of the experience and the commitment of the gamer audience to playing on the device.
DFC: What are the bestselling PlayStation Certified titles overall, and by market?
TH: In terms of successes, Minecraft – which for some time was exclusive to Xperia PLAY – has done very well on Xperia PLAY and has recently been the top grossing charts in most major markets. EA has enjoyed success on the platform – it’s the No. 1 device on their own store – with titles like Battlefield Bad Company 2 and Need For Speed Hot Pursuit.
DFC: What is the average price of these PlayStation Certified titles?
TH: Generally in line with Android Market pricing – there is something for all from free and freemium titles to premium Xperia PLAY optimized games costing somewhere between €5 or €6. Developers determine the price point for games.
DFC: How does the inclusion of Square-Enix games fit in with the titles system owners are already playing?
TH: Square Enix will be bringing some blockbuster games to the platform. Starting with Lara Croft & The Guardian of Light. Having the support of the big publishers is key for the success of the product. We have seen that from the beginning with publishers like EA and Gameloft really supporting us and we continue to build on that support.
DFC: Can we expect further exclusive publisher partnerships in the future?
TH: We will be announcing some very exciting partnerships in the near future. We currently work with over 70 developers and publishers and that number keeps growing. These guys want to develop games for this device.
DFC:Â How well are Xperia PLAY uses embracing the Android Market for purchasing non-PlayStation content? Are there differences between between owners in Europe, Asia and North America in what they like to play?
TH: All the optimized games for Xperia PLAY apart from the PS one classics from the PlayStation store are hosted on Android Market. The Android market is the foundation of the Xperia PLAY games ecosystem, and we have some smart discovery solutions – using Facebook and our on-device launcher app for example – that further improve the experience for consumers and the profile that developers can receive.
DFC: Are owners mostly playing solo, or are they using Facebook Inside Xperia to make gameplay more social? If so, what percentage are making that social connection?
TH: Facebook inside Xperia gives users a great opportunity to share highscores, gameplay tips etc. Overall we see that Xperia users overindex on Facebook usage compared to other devices.
DFC: Taking into consideration the many carriers you are partnering with worldwide, which carrier has been most successful in promoting the Xperia PLAY, and why?
TH: We have many good partnerships. We were of course really pleases with being able to team up with Verizon and AT&T in the U.S. This was key for the success of the product. But we have forged strong partnership all over with this product – O2 Telefonica, America Movil are another two particularly good examples.
DFC: Is there a trend in age and income demographics worldwide in Xperia PLAY sales? Who is buying the phone?
TH: We see a younger demographic 16-24 with a male bias.
DFC: How are women responding to the Xperia PLAY? What percentage of owners are female?
TH: There is definitely a male bias at the moment, as you would expect with a device with such a strong appeal among a more ‘traditional’ gaming audience. But certainly we’re seeing more and more social elements and games coming to Android, and we expect the demographic to broaden accordingly.
DFC: What games are the women playing?
TH: There are plenty of women who play hardcore games! But certainly Minecraft is a game that appeals more broadly to women, as does Sleepyjack, and exclusive game for PLAY from SilverTree Media. Some of the more casual multiplayer games will also index more highly among a female demographic – like Gameloft’s Let’s Golf 3.
DFC: With Sony Corp. taking over full control over the mobile phone joint venture with Ericsson, what does that mean for the Xperia PLAY moving forward? What changes, what stays the same? How will Xperia Play owners benefit in the months ahead?
TH: We will continue to develop and expand the growing portfolio of games and ever increasing publisher support for Xperia PLAY. With over 200 especially optimized games launched at Christmas, Xperia will continue to be a platform for leading publishers and independents to develop, distribute and promote their content, and for consumers to enjoy an unrivaled mobile gaming experience.
By joining Sony Ericsson fully into the Sony fold, Xperia PLAY customers will benefit from new levels of cooperation in delivering entertainment experiences to mobile. With Xperia PLAY a part of Sony’s unique “four screen” proposition, coupled with access to already established networks for Xperia smartphones like the Sony Entertainment Network, our customers will benefit from an unprecedented total entertainment solution for Xperia PLAY.
