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Peter Dille leaves Sony (again)
Initially employed with SCEA from 1991 through 1999, Peter Dille left to take on a marketing position at THQ, only to return to Sony in 2006, eventually rising to the rank of senior VP of marketing. Today, it's reported that he's leaving the company again, for undisclosed reasons. "The leadership of our marketing effort is a key to the continued growth of the PlayStation brand, and the deep bench of executives and marketing team at SCEA will continue to drive the marketing function in North America until we establish a replacement," a company statement to IGN read. "We wish Peter well in his future endeavors." So, does this mean KB gets a promotion to -- oh, right.
Sony says lack of cellular connection limits PSP, 'gamers aren't satisfied' with smartphone titles
Adding more fuel to the "PlayStation Phone is so totally happening" bonfire, Sony Computer Entertainment America's senior VP of marketing, Peter Dille, has told CNN that PSP in its current state isn't reaching its full potential, due to the fact that it lacks an always-on (read: cellular data network) connection. "The PSP is a Wi-Fi device," Dille stated, adding, "People are used to having always-connected devices." Devices like ... smartphones? Dille spoke of Sony's goal to make the PlayStation Network "always accessible," admitting that the console maker can't "fully realize that vision with a Wi-Fi device," and saying that, "If it's not connected [to a cell network] then it does sort of limit people." Perhaps we might suggest a PSP that also incorporates cellphone functionality? In another "read between the lines" comment, Dille talked up Sony's desire to deliver console-like gaming experience on a portable, saying of games for iPhone and other smartphones, "These are largely time-killers. Gamers aren't satisfied with that." In that case, we guess Sony should probably consider showing them how smartphone gaming should really be done.
Sony's Peter Dille thinks the PSP could use a cellular data connection, iPhone gamers 'aren't satisfied'
Peter Dille -- Sony's Senior Vice President of marketing at SCEA -- sat down for a "fireside chat" with CNN, and made some interesting comments regarding the PlayStation Phone. Despite kinda / sorta sticking to the company's policy of refusing to discuss rumors, Dille allegedly said that the lack of a cellular data component in current PSP devices could be holding the line back. "The PSP is a Wi-Fi device," he said. "People are used to having always-connected devices." Dille also noted that current smartphone platforms don't give users a hardcore experience, instead providing "Time-killers," which "gamers aren't satisfied with." While the CNN article certainly includes some healthy speculation, Dille (and a company spokeswoman who told the publication that Sony "has relationships with Google") was pretty talkative when it came to the PSP and more specifically the PlayStation Network. Apparently, Dille alluded to the fact that the current PSP doesn't fulfill Sony's goal for creating a content delivery hub that's always accessible, saying "I don't think we fully realize that vision with a Wi-Fi device... If it's not connected [to a cell network] then it does sort of limit people." Of course, we're not taking this as any kind of confirmation from the company, but Sony seems awfully talkative about a device that they won't comment on.
Sony's Peter Dille discusses PlayStation's 15-year legacy
Peter Dille is quite possibly one of the most qualified people to speak about PlayStation's 15 year legacy. Minus a stint at THQ, SCEA's senior vice president has been working with Sony since the PS1 launch, returning for the PS3 era. Not only did we get to speak with him about the past 15 years, but we had a chance to talk about the future and the growing importance of the Network in Sony's vision of gaming's future. Joystiq: This is a difficult first question, but what in your mind is PlayStation's single greatest contribution to the industry since its introduction 15 years ago? Peter Dille: I think PlayStation changed the business in a way that made gaming popular and accessible to a much bigger audience than had been the case. When we introduced PlayStation back in 1995, we were competing against Sega and Nintendo -- two very successful companies. Largely, folks regarded gaming as something kids did, that something kids would grow out of it once they came to their senses. What PlayStation proved was that gaming was a legitimate form of entertainment, and the combination of the Sony brand and the PlayStation product and brand identity resonated with folks who were teenagers, but also people who were 35 years old. And the proof is: in 1995, the business was $2.5 billion, and today it's a $20 billion business. We helped grow this business in a way that I think speaks for itself.
Sony: Kevin Butler isn't real, can't give interviews
Sadly, Sony pitchman Kevin Butler is not a real person, but SCEA VP Peter Dille says word may not have gotten around. "We've gotten contact from media people that aren't aware that he's a character, asking for an interview!" he told Industry Gamers ... Well, you can't blame us for trying, can you?
Sony: PS3 'purchase intent' nearly doubled since Kevin Butler campaign
Like all responsible journalists worth their salt, we're inherently distrustful of advertising and the incredible power it wields over us -- err, rather consumers. But we feel like you deserve to know that there's a special place in our coldly detached hearts for pretend PS3 pitchman Kevin Butler. And we're apparently not alone. According to what SCEA marketing boss Peter Dille told the MI6 marketing conference in San Francisco last week, purchasing intent for the PS3 is up 36 percent since the "It Only Does Everything" campaign started last year. Now, does the price drop that accompanied the campaign figure into that? Of course. But according to IGN, Dille added, "we know from research that consumers are more educated as well." It looks like Kevin doesn't need to sweat Craig any longer.
Peter Dille: Move will attract hardcore gamers with precision
SCEA's head of marketing, Peter Dille, spoke with Fortune earlier this week, and he says that rather than catching up to Nintendo's Wii with the PlayStation Move, Sony is actually blazing new ground. He says that Sony's "White Room campaign wasn't very inclusive," and so it is changing up the game towards including as many people as possible. But unlike Nintendo, says Dille, it is aiming to both pull in a casual audience and keep the hardcore gamers interested. "Hard-core gamers have looked down their nose at motion gaming," says Dille, adding that Sony will "be able to do hard-core gamer games via a motion device that has never been done before." Dille also says that Sony's product will be different because, while Nintendo has a controller and Microsoft has a camera, Sony's system has both a controller and a camera, and thus will be more precise and responsive than its competitors' offerings. Man, he sounds like a marketing guy, only a little less entertaining. Where's Kevin Butler when you need him? [via VG247]
Dille: God of War 3 took 'just a couple days' to sell one million
Its star may be known for constantly seeing red, but the latest installment in the God of War series evidently has Sony seeing a whole lot of green. IGN reports that Peter Dille, senior VP of marketing for SCEA, told the audience at yesterday's MI6 marketing summit that God of War III had surpassed the one million unit sold mark in "just a couple days." The figure was provided without any other details, so Dille could have been lumping sales from other regions into it. We're getting in touch with SCEA for clarification and to see exactly where sales of the game stand as of this week. [Via 1UP]
Sony 'actively thinking about' charging for PSN, not offering more Blu-ray game downloads
In an extensive interview with IGN, Sony senior VP of Marketing Peter Dille notes that it's been the company's philosophy not to charge for PSN, but calls the possibility "something that [Sony's] actively thinking about." The company has no announcement to offer while it tries to figure out "the best way to approach" any potential changes. Dille also mentions that the company will stick with ad agency Deutch and keep using Kevin Butler as pitchman for its new PS3 ad campaign, which is slowly (very slowly) erasing our memories of the crying demon baby. Less likely to make repeat appearances are full, downloadable version of PS3 Blu-ray games (think: Burnout Paradise). Dille notes, quite politically, "We're also working very hard to make sure we do [full downloads] thoughtfully so that retail has a part to participate in the ecosystem with us. But, the notion of getting all your games digitally, I just don't see it happening."
Kevin Butler to star in PlayStation ads for rest of 2010
Kevin Butler, you need not worry: Your job as Sony's VP of First Person Shooter Relations is in no threat of ending. Neither is your job as Chief Weaponologist, VP of Epic Footage, VP of Big Action Moments and -- our favorite -- Family Activities Director. In an interview with IGN, SCEA senior vice president Peter Dille talked about the company's new "It Only Does Everything" slogan and marketing campaign. "It's been tremendously successful. Consumers love it. It's great to hear people like you guys love it. And the results are really in the sales because it's really been flying since this coincided in September with the launch of the new PS3." The tremendous success of the ad campaign has guaranteed its continuation through 2010. "You can expect to see Kevin Butler inject a lot of life into the PlayStation brand between now and the rest of the year," Dille commented, and promised we'd see the tagline quite a bit "when motion control comes onto the scene." We personally cannot wait to see the ad Butler will star in for the PlayStation Motion Controller.
PS3 marketing shifts focus to 'total entertainment solution'
As Sony Computer Entertainment America relaunches the PlayStation 3 with its PS3 Slim model, its marketing campaign has deemed the console as a "total entertainment solution," rather than a video game console. Its fall and holiday ad campaign touts the console as "the greatest gaming, Blu-ray playing, movie downloading system around." Three bullet points no other console on the market can match. Speaking with the LA Times, SCEA's vice president of marketing Peter Dille said the move wasn't to "walk away" from the console's gaming roots, but to reposition the system in hopes to "really own" home entertainment. According to Dille, SCEA's current campaign is the largest and costliest in the console's history and -- although the company has attempted to position the console as a "jack of all trades" entertainment device in the past -- Sony feels Americans care more about non-gaming capabilities now than ever before.[Via Edge]
Sony theory: From PlayStation to Wii and back again
SCEA marketing whiz Peter Dille has pitched the company's new game plan, and Wii's the bait, according to a recent interview with Gamasutra. Opting for more concession speech than victory declaration, Dille offers a "hats off" to Nintendo and its Wii for "doing something that hasn't been done" by expanding and diversifying the demographic of game console owners. Dille proposes that if this new class of gamers gets "hooked," then PS3 is in position to fulfill the next logical acquisition in their newfound "gaming habit." Dille suggests that the prospect of a "high-definition gaming experience" might drive a Wii family to invest in a PS3 as their living room "centerpiece," but doesn't specifically suggest why Sony's console might be favored over the other high-def game platform currently on the market. Still, Dille clearly understands the strength of the PlayStation brand, established by the ridiculously pervasive PS2 (which is still pervading in certain markets) and, likely, rightfully assumes that a significant chunk of Wii converts were once PS2 owners. Do you see the plan coming together now? "So we think that over time all those folks will migrate back to the PlayStation 3 -- when I say 'back,' that takes the view that they were PS2 gamers, went to the Wii, and then would come back."
Sony's Peter Dille thinks PSP piracy is 'sickening'
Sony's no longer denying PSP's overwhelming piracy problem. SCEA's Peter Dille spoke to Gamasutra about revitalizing the manufacturer's handheld, and put emphasis on one of the greatest hurdles facing its business. "I'm convinced and we're convinced that piracy has taken out a big chunk of our software sales on PSP ... we need to do something to address this because it's criminal what's going on, quite frankly." While Sony's bottom line is obviously affected, Dille reiterates that developers are also suffering from the piracy scene on PSP. "It's not good for us, but it's not good for the development community. We can look at data from BitTorrent sites from the day Resistance: Retribution goes on sale and see how many copies are being downloaded illegally, and it's frankly sickening. We are spending a lot of time talking about how we can deal with that problem."Dille suggests the solution to their problem will come in a multi-faceted approach. Yes, Sony's legal department will get involved, but education is also key. Dille wants to emphasize how serious the matter is to the average PSP owner. "I think gamers, if they understood if this meant that a platform would go away, can we convince gamers to pay for their content?"
SCEA responds to February NPD, praises Killzone 2 sales
Sony sold 276K PS3 units, 199K PSP units and 131K PS2 units in February. Sales went up across the board since January 2009, but are still down from 2008 levels. Killzone 2 sold 323K copies, becoming the fifth best-selling game of the month. Depending on your fanboy bias, this is either a disaster considering the incredible hype surrounding the title, or this is a terrific accomplishment, considering the game's two-day availability in February.SCEA's Peter Dille, Senior Vice President of Marketing and the PlayStation Network, responded to this month's NPD numbers. "In February, we had a tremendous kickstart to what promises to be another record year for the PlayStation brand with the launch of mega blockbuster hit Killzone 2, which ranked in the top 5 with only two days of sales in February and has been garnering extraordinary reviews, and a noteworthy 92 Metacritic score. We have no doubt this game will deliver a next gen experience and will be responsible for driving hardware sales throughout the year."Once again, Dille focuses on the future for the PlayStation platform: "You can also expect an onslaught of unmatched entertainment offerings to hit across our platforms, such as genre-leading PS3 titles like MLB'09: The Show and inFamous, and new content via the PlayStation Network like movies and TV shows from NBC Universal, and an unprecedented line-up of third and first party exclusives to hit the PSP. We have no doubt 2009 will be another year of continued momentum and we remain confident in delivering the best entertainment experience to our consumers."
Average PlayStation Home session 55 minutes long
We've had some fairly extensive, extremely erotic Quincying excursions in our time, but we were shocked when SCEA VP of Marketing Peter Dille revealed that the average session within the glossy locales of PlayStation Home lasts 55 minutes. As Dille aptly points out, that's longer than an hour-long television program, sans commercials. You heard that right -- Home is now more popular than television.All snark aside, how are you guys wasting your hours away whilst perusing Home's virtual offerings? Dance parties in the Home Square? Digging through new content in game-themed rooms? Decorating your den? Waiting in line to bowl? Aggrevatedly griefing those attempting to take part in the aforementioned activities?
SCEA exec: PS3 is going to 'stand the test of time'
In a recent interview with GameDaily, SCEA Senior Vice President of Marketing Peter Dille responded to the multitude of rumors claiming the PS3 will see a price drop in the coming months. Simply put, Dille explained that Sony's profit strategy for the PlayStation brand "limits the playbook when it comes to pricing and promotion." Rather than talk about price cuts, SCEA is attempting to "communicate the value inherent in the PS3." (Blu-ray! Wi-Fi! Hard drive!)Dille was hopeful that consumers will recognize said inherent value -- he dropped reminders of the PS3's prospective 10-year life cycle, explaining that the somewhat costly console will "stand the test of time." Now it just has to explain the concept of a gaming console's "life cycle" to the average, console-purchasing Tom, Dick and Harry, and Sony will be made in the shade.
SCEA's Peter Dille: iPhone games 'a separate business' from PSP games
While many happy iPhone developers are eager to tout Apple's device as the hot ticket in video games, one Sony executive isn't worried. Peter Dille, Senior VP of Marketing, told GameDaily BIZ that he believes that the iPhone gaming market is "a separate business" from traditional handheld gaming. "Consumers that want to carry a PSP are primarily gamers and I think there's a big difference in the types of games you can play on a PSP versus an iPhone," Dille said. "The iPhone games and apps are largely diversionary, whereas we're a gaming company and we make games for people who want to carry a gaming device and play a game that offers a satisfying 20+ hours of gameplay."Dille also noted the PSP's reduced reliance on digital distribution, noting that the PSP is "a wi-fi device, not an always connected device. So there's going to be limitations based on the current technology in the PSP." He then added, " ... but you never say never, and as we roll out new products in the future we'll keep an eye on consumer trends as we always do," suggesting that one of the features that he had just mentioned as separating the two systems could go away.
Publishers push Sony for PS3 price cut
In one of the least surprising stories you're likely to read today, publishers seem to agree that their lives would be a lot better if Sony could knock a couple hundred bones off the price of the PS3. That's the word from Bloomberg today, who nabbed quotes from the likes of EA Sports' Peter Moore, who admitted, "Sony obviously still has a ways to go with their pricing," and Ubisoft boss Yves Guillemot, who added, "Anytime a console manufacturer reduces the price, software publishers benefit."We'd love to make a snide comment here about EA and Ubisoft having nothing to lose from a PS3 price cut, but SCEA marketing boss Peter Dille beat us to it, commenting, "Everybody in the development community would love for the PS3 to be free, so they could just sell razor blades."We can empathize with both sides, but it does seem to us that Sony needs to do something big to get back in the game. What do you think?[Via CVG]
SCEA almost responds to lackluster January NPD results
Sony's PS3 slump continues. The high price of the PS3, coupled with a weak economy, has proven a one-two punch against Sony's current home console. PS3 sold 203k units in North America in the month of January. While this may sound good, a look at 2008's results shows a grim trend for Sony. While both the Wii and Xbox 360 have gained momentum from 2008 to 2009, PS3 has actually dropped down.Things may change for Sony, especially with another year of fantastic exclusives planned for the system. Peter Dille, SVP of Marketing, ignores the January NPD results entirely and instead looks towards the future. "The PlayStation brand experienced a record year in sales in 2008 and we have every reason to believe our blockbuster line up combined with PS3's position as the best Blu-ray player and most sophisticated entertainment device out there, will continue to fuel increased marketshare and momentum into 2009. We've truly upped the ante this year with an unmatched software lineup ahead, kickstarting with the much anticipated and platform-moving title Killzone 2 later this month. We're the only company to offer three viable platforms today and will continue to deliver a seamless and comprehensive entertainment experience to our customers for many years to come."It's true that PS3 does many things: it's a great games player, a sophisticated Blu-ray player, and has free access to the PlayStation Network. However, will consumers respond to that message? Only time will tell. [Image]
SCEA's Peter Dille comments on GTA IV sales
According to Level Up, the Xbox 360 version of Grand Theft Auto IV has been outselling the PS3 at nearly a 2-1 ratio, with 64% of sales going to Microsoft's platform, and 36% going to Sony's. Granted, this data comes from first week sales at GameStop, which will skew towards early-adopting hardcore gamers. Many had suggested that GTA was so strongly associated with the PlayStation brand that PS3 sales would boom from the release of the new GTA. Could this initial sales data suggest otherwise?Peter Dille, senior VP of marketing at SCEA, thinks that this is a figure that Microsoft shouldn't deem as a victory. He says that any difference in sales is due to the difference of install bases. "There's a larger installed base right now on Xbox 360 than on PS3. So it's not surprising that there's going to be more selling on Xbox 360 than PS3. Having said that, we're really excited about the ratio. If I had an installed base advantage of 3-1, I wouldn't be crowing too much about a 60-40 sales advantage."The coming weeks and months will start drawing in the more casual market to the game, a sector which the PS2 captured wholeheartedly in the last generation of consoles. "We think it's not as high as what GameStop's telling you, if you look at [the full picture on] the national level. They're outselling us, but not by that same margin, and it's because of their installed base lead. With an installed base lead that's close to 3-1, if you're bragging about a 60-40 software split, it's clear evidence that the PlayStation 3 consumer is overindexing on GTA IV, and the PlayStation brand loyalty that we've been talking about is bearing itself out in the marketplace as we speak."
