Microsoft Knew They Had A “Chance” Against Sony When PS3 Price Was Announced

When Sony announced the pricing of the PS3 at E3 2006, Microsoft knew that they had a "real upside" with the Xbox 360.

Microsoft's former Master Xbox Officer, Robbie Bach, said equally much during a recent interview with IGN's Ryan McCaffrey in an episode of IGN Unfiltered.

While the original Xbox was an overall success, Microsoft's first entry in the panel business organisation kept a steady second identify behind Sony'southward Playstation ii. The Xbox sold approximately over 24 million units globally, but Sony managed to sell over 150 million PS2 console'due south.

With the successor of the Xbox, the Xbox 360, Microsoft wanted to strengthen its position in the console market at the toll of both Nintendo and Sony. To achieve this, Microsoft wanted to exist first to launch a new panel in the seven^th generation of gaming consoles – something Microsoft already decided on dorsum in 2002.

"The yr later didn't surprise the states, we knew we wanted to be offset, we chose this date in 2002. We said its a five-6 twelvemonth wheel, earliest they'll launch is 2005 nosotros take to launch by and then. Worst case, we have to be at the same time", Bach said in the interview with IGN.

Co-ordinate to Bach, the team wasn't surprised that Sony would be launching the PS3 in 2006. Sony'due south PS3 pricing however, came as a daze, and from that moment on, Microsoft knew they could "brand a difference" with the Xbox 360.

"Equally we got closer nosotros weren't surprised PS3 was launching in 2006 but because of the complexity of the Cell, that didn't surprise the states. The single moment nosotros knew nosotros had real upside was when they announced the pricing at E3, I hateful that was a total daze. We knew the product was likewise expensive but nosotros thought they'd suck it upward . They wouldn't let u.s.a. in for the presentation that'southward the way E3 works that'south fine, and so were watching it on some feed I don't know what information technology was and and then Kaz said the cost. And the room we were in went silent, and we recollect "Did he really say what I think he said?" and so we started contacting people who were at the Sony stage to get confirmation that the price was really real, a lot of actually said in our minds "Oh...this could be really fun." When yous have twenty% marketplace share and they have 60% you lot never think y'all've won, just I did say nosotros have a existent run a risk, if we push hard we can brand a deviation" , Bach said.

Microsoft's Xbox 360 dominated the 7^th generation in its early life span, but eventually Sony'due south PS3 managed to outsell Microsoft'due south console by a small margin.