DUBAI, 25 September 2007 — Sony’s huge presence in Dubai is quite noticeable. The company is constantly sponsoring events and promotions. Stores all over the city are well stocked with its home theater, entertainment and consumer electronics equipment and accessories. At the GITEX Consumer Electronics Exhibition, Sony Gulf had a huge display featuring everything from camcorders and cameras to full HD TVs and gaming consoles. Nice as it was though, honestly it can’t compare to what Sony does at other major shows in the US and Asia.
Colin Thomas, marketing manager, PlayStation Division, Sony Gulf was at the stand and he was in the mood to discuss the company’s progress in the GCC. This is the first GITEX since the launch of the PlayStation 3 in the region and this year Sony was using its resources to demonstrate the functionality of the console rather than just hyping its potential “Wow” factors.
Thomas was quite delighted that Microsoft had finally decided to officially bring the Xbox into the region because he felt that this would help develop the market for gaming in the GCC. He believes that it is the job of all the console vendors to work at not only eradicating the gray market for consoles but to also to push for greater protection for intellectual property (IP).
“What Arab gamers want are Arabic versions of games,” said Thomas. “But there’s no profitable return there because with a few exceptions there’s still poor protection for intellectual property across the Arab world. The government in the UAE has been very supportive. They’ve worked hard to clean up the piracy in this market and now we feel that we’re in a comfortable situation in the UAE. That makes us want to invest in this market and bring in resources.”
As of yet, Sony isn’t suffering from software piracy on the PS3 in any market and it’s hoping to hook gamers on its PlayStation Network, rather than to continue to rely on purchases of individual games in order to turn a profit. PlayStation consoles bring Sony minimal returns and the runaway piracy in the region affecting the PS2 and to a lesser extent the PSP has been disappointing.
“We will invest in markets where even in the medium term, we can see a return. If Saudi Arabia wants to see stronger investment from Sony Gulf directly then it is essential that there is stronger enforcement of intellectual property laws,” said Thomas.
The PlayStation 3 is more than just a gaming console and one of its other functionalities is as a Blu-ray player. It has angered local movie buffs that shops in the Gulf quickly have the latest Blu-ray Region A movies on display while there is a delay in the appearance of the same movies coded for Region B. Those individuals who purchased US PlayStation 3 consoles, often on the gray market, are able to view Region A movies and generally have access to new releases long before those individuals who played by the rules and from authorized local dealers purchased PS3 consoles which have Region B Blue-ray firmware.
Thomas advised that Blu-ray Region B movies are often delayed due to local censorship and he views this as a “positive sign of Middle Eastern culture.” He said that it is at the discretion of local authorities to allow the sale of Region A Blu-ray discs, which most likely would not have gone through standard customs clearance. Sony Gulf is in the process of making a significant investment in a PlayStation Store which will offer licensed movie content.
For the present though, most Saudi gamers will have to be satisfied with entertainment on disc. This month Sony released two new titles for the PS3, Lair and Heavenly Sword. And in an excellent piece of news for sports fans, the first football matches are coming to the PS3. Thomas said to be on the lookout for EA Sports FIFA 2008 which releases Friday. Then about a month from now, on Oct. 26, Winning Eleven also known as Pro Evolution Soccer 2008 from Konami debuts in Europe.
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