Sony's Jack Tretton: 'We don't buy exclusivity'

Perhaps now would be a good time to start? In an interview published within the latest issue of PSM, Sony Computer Entertainment America president, Jack Tretton, responds to the magazine's observation that there are fewer exclusive titles bound for (and to) the PlayStation 3 than there possibly could be. Mr. Tretton explains that Sony's approach to the acquisition of exclusives is different than those of competitors, perhaps in the sense that it's far more noble and devoid of unspeakable acts of bribery. Or perhaps in the sense that there isn't much of an approach at all.

"Yeah, 'fewer exclusives' is a term, and I don't know what makes an exclusive," says Tretton. "We have a very different approach to exclusives than some of our competitors. We don't buy exclusivity. We don't fund development. We don't, for the lack of a better term, bribe somebody to only do a game on our platform." That's correct, generating reasons for consumers to purchase and enjoy your console over others became a dubious, underhanded maneuver when you weren't looking. Since the publisher (of third-party titles such as Heavenly Sword and Lair) isn't willing to stoop that low, it would much rather "earn" exclusives. "We earn it by saying 'you can build a better game on our platform. If you focus your development on our platform, you will ultimately be more successful. We can try to partner up with you from a technological standpoint. We can try to partner up with you from a marketing standpoint. But just economically and technologically, this is the system that makes the most sense for you.'"

With money apparently not changing hands for that exclusive status, how do you suppose the system's comparatively small install base makes "the most sense" economically? No answer is obtained from Tretton, who then rightly notes that as a first-party, Sony has a very strong ability to provide plenty of exclusive titles. However, he warns that relying too much on first-party endeavors as Nintendo does might not make for a "healthy environment" and that conversely, Microsoft is "too dependent on the third-party community."

Grab a copy of this month's PSM to read the full interview.

[Via GamesRadar Forums]

This article was originally published on Joystiq.