Liceyboi
2020-11-04T03:44:23+00:00
新闻来源：彭博社 原新闻链接：[url]https://www.bloomberg.com/news/articles/2020-11-07/microsoft-sets-sights-on-sony-s-home-turf-in-game-console-clash
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SIE在日本的表现令人失望后，SIE更加重视美国市场。
PS4 的全球销量从 PS3 的 8700 万上升到 1.13 亿多.但据日本视频游戏杂志 Famitsu 称，该游戏机在日本的销量不到 1000 万台，低于其前身。与此同时，麦格理集团(Macquarie GroupLt.)分析师DamianThong表示，美国占视频游戏部门收入的35%，而日本为10%。
索尼发言人Natsumi Atarashi说，任何有关索尼将重心从日本转移的说法都是不正确的，也不反映该公司的战略。她指出，PlayStation 5将首先在日本推出，并表示“我们的本土市场仍是最重要的。”
加州圣马特奥(San Mateo) PlayStation总部的一位资深人士称，美国方面对日本营销团队未能按预期销售PlayStation 4感到失望。在讨论内部事务时，此人要求不具名。
因此，PlayStation 5在日本的几名员工表示，日本在规划PlayStation 5的推广方面一直处于次要地位。东京的员工说，他们已经离开等待来自加州的指示。据PlayStation日本工作室的前员工说，该公司驻日本的开发支持团队已经较巅峰时期裁减了至多三分之一，而PlayStation日本工作室多名游戏开发者的合同也没有续签。加州总部的员工说，美国办公室认为，PlayStation的业务不需要只在日本表现良好的游戏。
PlayStation 5的两个主要在线推广活动都是在东京的凌晨5点举行的——为了让美国和欧洲的粉丝更容易接触到它们——而且有些地方还没有日语翻译。该公司还决定将PS5的控制方案标准化，这样日本玩家就可以像世界其他地方一样，用X确认，用O取消。这颠覆了日本26年来的传统，在日本，圆圈代表正面，十字代表负面。
当地零售商说，他们收到的第一批PlayStation 5游戏机并不比PlayStation 3多多少，后者的初期生产有限。
Morningstar Research分析师Kazunori Ito表示:"分析师一致认为，PlayStation不再把日本市场视为重要市场。"“如果你想知道他们对日本市场的看法，你需要问清楚，否则索尼是不会谈论的。”
政府数据显示，日本家庭的电视拥有率多年来一直在下降。Ace的安田说，这降低了市场的吸引力。要想在PlayStation上玩游戏，用户必须有电视或显示器，不过有些游戏也可以在pc上玩。
东京的游戏顾问塞尔坎•托托(Serkan Toto)表示，PlayStation 5的销量应该会低于上一代。
他说:“日本的许多PlayStation 4用户最终将转向PlayStation 5，但这在很大程度上取决于东京的PlayStation团队将如何把日本客户的需求推向美国总部。”“不幸的是，考虑到目前美国和日本之间的力量平衡，我不能期望太多。”
可以肯定的是，PlayStation 4在全球的成功表明索尼的战略并没有造成不利影响。公司首席财务官Hiroki Totoki在10月28日说，公司将能够在前五个月卖出超过760万台PlayStation 5，超过了流行的PlayStation 4在同一时间内的销量。Totoki说，长期目标是销售和PS4一样多的产品。
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英文原文：
Sony has placed more importance on the U.S. market after the PlayStation 4’s disappointing performance in Japan, according to employees who asked not to be identified discussing internal matters.
Global sales of the PS4 rose to more than 113 million from the PS3’s 87 million, according to Sony data. But the console sold fewer than 10 million units in Japan, less than its predecessor, according to Famitsu, a Japanese video-game magazine. The U.S., meanwhile, accounts for 35% of the video-game unit’s revenue, compared with 10% for Japan, according to Macquarie Group Ltd. analyst Damian Thong.
Any suggestion that Sony is shifting its focus away from Japan is incorrect and doesn’t reflect the company’s strategy, spokeswoman Natsumi Atarashi said. She noted that the PlayStation 5 is launching first in Japan and said “our home market remains of utmost importance.”
A senior figure inside PlayStation headquarters in San Mateo, California, said the U.S. side was frustrated by the failure of the Japan marketing team to sell as many PlayStation 4 units as expected. The person asked not to be identified discussing internal matters.
As a result, Japan has been sidelined in planning the PlayStation 5’s promotion, according to several PlayStation staff in Japan. Employees in Tokyo said they’ve been left awaiting instructions from California.
Japan-based developer support teams have been reduced by as much as a third from their peak, and the rolling contracts of a number of game creators at PlayStation’s Japan Studio, one of the unit’s oldest in-house software ateliers, haven’t been renewed, former employees said. The U.S. office believes the PlayStation business doesn’t need games that only do well in Japan, employees in the California headquarters said.
The PlayStation 5’s two main online promotional events both took place at 5 a.m. in Tokyo -- making them more accessible to American and European fans -- and lacked Japanese translation for some parts. The company also decided to standardize its PS5 control scheme so that Japanese players would have to use X to confirm and O to cancel, like the rest of the world. That reverses a 26-year tradition in a country where circles signify positives and crosses mark negatives.
Local retailers said they haven’t received many more first-batch PlayStation 5 units than they did of the PlayStation 3, which had a limited initial production run.
“It’s analyst consensus that PlayStation no longer sees the Japan market as important,” Morningstar Research analyst Kazunori Ito said. “If you want to know their take on the Japanese market, you need to ask about it because otherwise Sony wouldn’t talk about it.”
TV ownership among Japanese households has been falling for years, according to government data. That makes the market less attractive, according to Ace’s Yasuda. In order to play games on the PlayStation, a user must have a TV or monitor, though some titles are also available to play on PCs.
Serkan Toto, a game consultant in Tokyo, said the PlayStation 5 should sell fewer units than its predecessor.
“Many PlayStation 4 owners in Japan would eventually move to the PlayStation 5, but that would largely depend on how strong the PlayStation team in Tokyo will be in pushing the needs of Japanese customers to the American headquarters,” he said. “Considering the current power balance between the U.S. and Japan, I can’t expect much, unfortunately.”
To be sure, the PlayStation 4’s worldwide success suggests Sony’s strategy hasn’t been detrimental. Chief Financial Officer Hiroki Totoki said on Oct. 28 that the company would be able to sell more than 7.6 million PlayStation 5 units in the first five months, more than the popular PlayStation 4 achieved in the same timeframe. The long-term goal is to sell as many units as the PS4, Totoki said.
And the company’s PlayStation Plus subscription service, for owners of Sony consoles, reported a record increase in subscribers during the period of pandemic lockdowns.
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SIE在日本的表现令人失望后，SIE更加重视美国市场。
PS4 的全球销量从 PS3 的 8700 万上升到 1.13 亿多.但据日本视频游戏杂志 Famitsu 称，该游戏机在日本的销量不到 1000 万台，低于其前身。与此同时，麦格理集团(Macquarie GroupLt.)分析师DamianThong表示，美国占视频游戏部门收入的35%，而日本为10%。
索尼发言人Natsumi Atarashi说，任何有关索尼将重心从日本转移的说法都是不正确的，也不反映该公司的战略。她指出，PlayStation 5将首先在日本推出，并表示“我们的本土市场仍是最重要的。”
加州圣马特奥(San Mateo) PlayStation总部的一位资深人士称，美国方面对日本营销团队未能按预期销售PlayStation 4感到失望。在讨论内部事务时，此人要求不具名。
因此，PlayStation 5在日本的几名员工表示，日本在规划PlayStation 5的推广方面一直处于次要地位。东京的员工说，他们已经离开等待来自加州的指示。据PlayStation日本工作室的前员工说，该公司驻日本的开发支持团队已经较巅峰时期裁减了至多三分之一，而PlayStation日本工作室多名游戏开发者的合同也没有续签。加州总部的员工说，美国办公室认为，PlayStation的业务不需要只在日本表现良好的游戏。
PlayStation 5的两个主要在线推广活动都是在东京的凌晨5点举行的——为了让美国和欧洲的粉丝更容易接触到它们——而且有些地方还没有日语翻译。该公司还决定将PS5的控制方案标准化，这样日本玩家就可以像世界其他地方一样，用X确认，用O取消。这颠覆了日本26年来的传统，在日本，圆圈代表正面，十字代表负面。
当地零售商说，他们收到的第一批PlayStation 5游戏机并不比PlayStation 3多多少，后者的初期生产有限。
Morningstar Research分析师Kazunori Ito表示:"分析师一致认为，PlayStation不再把日本市场视为重要市场。"“如果你想知道他们对日本市场的看法，你需要问清楚，否则索尼是不会谈论的。”
政府数据显示，日本家庭的电视拥有率多年来一直在下降。Ace的安田说，这降低了市场的吸引力。要想在PlayStation上玩游戏，用户必须有电视或显示器，不过有些游戏也可以在pc上玩。
东京的游戏顾问塞尔坎•托托(Serkan Toto)表示，PlayStation 5的销量应该会低于上一代。
他说:“日本的许多PlayStation 4用户最终将转向PlayStation 5，但这在很大程度上取决于东京的PlayStation团队将如何把日本客户的需求推向美国总部。”“不幸的是，考虑到目前美国和日本之间的力量平衡，我不能期望太多。”
可以肯定的是，PlayStation 4在全球的成功表明索尼的战略并没有造成不利影响。公司首席财务官Hiroki Totoki在10月28日说，公司将能够在前五个月卖出超过760万台PlayStation 5，超过了流行的PlayStation 4在同一时间内的销量。Totoki说，长期目标是销售和PS4一样多的产品。
--------------------------
英文原文：
Sony has placed more importance on the U.S. market after the PlayStation 4’s disappointing performance in Japan, according to employees who asked not to be identified discussing internal matters.
Global sales of the PS4 rose to more than 113 million from the PS3’s 87 million, according to Sony data. But the console sold fewer than 10 million units in Japan, less than its predecessor, according to Famitsu, a Japanese video-game magazine. The U.S., meanwhile, accounts for 35% of the video-game unit’s revenue, compared with 10% for Japan, according to Macquarie Group Ltd. analyst Damian Thong.
Any suggestion that Sony is shifting its focus away from Japan is incorrect and doesn’t reflect the company’s strategy, spokeswoman Natsumi Atarashi said. She noted that the PlayStation 5 is launching first in Japan and said “our home market remains of utmost importance.”
A senior figure inside PlayStation headquarters in San Mateo, California, said the U.S. side was frustrated by the failure of the Japan marketing team to sell as many PlayStation 4 units as expected. The person asked not to be identified discussing internal matters.
As a result, Japan has been sidelined in planning the PlayStation 5’s promotion, according to several PlayStation staff in Japan. Employees in Tokyo said they’ve been left awaiting instructions from California.
Japan-based developer support teams have been reduced by as much as a third from their peak, and the rolling contracts of a number of game creators at PlayStation’s Japan Studio, one of the unit’s oldest in-house software ateliers, haven’t been renewed, former employees said. The U.S. office believes the PlayStation business doesn’t need games that only do well in Japan, employees in the California headquarters said.
The PlayStation 5’s two main online promotional events both took place at 5 a.m. in Tokyo -- making them more accessible to American and European fans -- and lacked Japanese translation for some parts. The company also decided to standardize its PS5 control scheme so that Japanese players would have to use X to confirm and O to cancel, like the rest of the world. That reverses a 26-year tradition in a country where circles signify positives and crosses mark negatives.
Local retailers said they haven’t received many more first-batch PlayStation 5 units than they did of the PlayStation 3, which had a limited initial production run.
“It’s analyst consensus that PlayStation no longer sees the Japan market as important,” Morningstar Research analyst Kazunori Ito said. “If you want to know their take on the Japanese market, you need to ask about it because otherwise Sony wouldn’t talk about it.”
TV ownership among Japanese households has been falling for years, according to government data. That makes the market less attractive, according to Ace’s Yasuda. In order to play games on the PlayStation, a user must have a TV or monitor, though some titles are also available to play on PCs.
Serkan Toto, a game consultant in Tokyo, said the PlayStation 5 should sell fewer units than its predecessor.
“Many PlayStation 4 owners in Japan would eventually move to the PlayStation 5, but that would largely depend on how strong the PlayStation team in Tokyo will be in pushing the needs of Japanese customers to the American headquarters,” he said. “Considering the current power balance between the U.S. and Japan, I can’t expect much, unfortunately.”
To be sure, the PlayStation 4’s worldwide success suggests Sony’s strategy hasn’t been detrimental. Chief Financial Officer Hiroki Totoki said on Oct. 28 that the company would be able to sell more than 7.6 million PlayStation 5 units in the first five months, more than the popular PlayStation 4 achieved in the same timeframe. The long-term goal is to sell as many units as the PS4, Totoki said.
And the company’s PlayStation Plus subscription service, for owners of Sony consoles, reported a record increase in subscribers during the period of pandemic lockdowns.