Former Sony CEO Thought PlayStation Was Just ‘a Toy’

PlayStationing writes: "Although PlayStation is now one of Sony’s most profitable divisions, it wasn’t too long ago that the company as a whole thought of the PlayStation console as simply a toy."

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jobboy1565d ago

long life to the king Ken...

XisThatKid1565d ago

Yup a multi million dollar toy that has brought them millions if not billions of moneys over the past near 20 years

Azzanation1564d ago

They didn't make billions off PlayStation, if that was the case then Sony itself would be doing ok. PS/Xbox lose billions just in researching and Development of there consoles every gen. They try to make that back with Software sales. It took the PS3 7 years to make a profit, because it cost Sony 4 billion in RnD.

DemonChicken1564d ago (Edited 1564d ago )

@ Azzanation

Actually 4 years from a 2010 article

GameDev11564d ago


Most of the money they lost was during former sony ceo Idei Nobuyuki restructuring the company to allow early retirement and totally ignoring the electronic division while concentrating on the internet and other miscellaneous crap, but had too much pride to admit his mistake when his ideals where failing. Kaz and Ken are undoing all the damage.

Playstation division has brought more money than its lost compared to other divisions


Even if the Playstation division made billions, still can't save Sony alone

ProjectVulcan1564d ago (Edited 1564d ago )

Sony made a lot of money on PS1 and PS2, it was PS3 that really cost them. The hardware development was an absolute huge waste of cash and the cost of manufacturing the machine was too high for too long.

They made something like $3bn profit on the peak years of the PS2 generation, and lost probably more on the PS3 years.

I am happy to report that for the new generation, Sony appear to have made much better decisions and PS4 will probably power that division at least to profit for many years to come.

stragomccloud1564d ago

Actually that article is about how the hardware was then finally being sold for a profit. They still had yet to recoup their massive losses. That's why they had to build PS4 with mobile parts and hype it up like it's a high end gaming PC.

They needed people to buy hardware that isn't sold at a loss(Though some minor losses are incurred after shipping and such) or they PlayStation brand would have sunk. Their marketing is truly commendable and brilliant.

XisThatKid1564d ago

Well for about 5 years straight The Playstation Brand brought in over 45% of Sony's entire gross and this was during the time they were also crushing the LCD TV game oh well guess some are just mad to see SOny succeed again. So far I can say every major console that Sony created has been a success for what it was worth. Don't really wanna put in comparison with anyone else but it's competitors can't say that. Sony has take the least amount of losses in this arena since they entered. disagree with me or not this is just true.

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DragonKnight1565d ago

People can slag off Ken because of things that he said about the PS3, but in the end most of what he said was right. The man's work speaks volumes above his words.

lfc_4eva1564d ago

On the price of PS3 Ken said: "If you consider the PlayStation 3 a toy, then yes, it is an expensive toy. However, it is more than a toy. It is a PlayStation 3. And it is the only PlayStation 3. I hope that those who understand this will gladly purchase it."


miyamoto1564d ago (Edited 1564d ago )

During the that time Nintendo has had video game according to the image they wanted-video games are "toys for little kids". That was how it all started.

But Ken Kutaragi saw the potential of computers as a multi media machine for entertainment hence Sony Computer Entertainment was slapped to his endeavor as its title.

And Ken was adamant bent on taking away that stigma that videogames are just for little kids' entertainment but for the 19 and up adults to hence SCE's marketing slogan U R Not Ready!

That ad is definitely not for little kids.

I remember Saturo Iwata saying Nintendo wasn't prepared for Kutaragi's 3-D initiative during those days. And they have to seek help from Treasure video games to make things work.

ANyway Ken Kutaragi changed everything with the PlayStation and I am glad he did!

GamersHeaven1565d ago

Ken was the man this video explains his greatness.

GameDev11565d ago

You should see the behind the scenes of that flim, Ken is just so down to earth, same as Yoshida and Kaz

Baccra171565d ago

Did they ever answer why he's so damn handsome?

ifistbrowni1564d ago

what the hell did i just watch?

That was funny AF

teflontactics1565d ago

Just a toy? No wonder he's now a former CEO. =P

Qrphe1565d ago

We give crap to non "gamers" for having the gaming comunity in negative light in the mainstream yet when someone relates gaming to toys we jump the gun. Nothing wrong with toys; many adults own toys of all kinds. Consoles are marketed towards children and are also toys. Toys are ok.

ninjahunter1565d ago

To be fair, it is. Its an object that someone uses for enjoyment or entertainment with very little practical use.

I must go now, and prepare myself for the angry mob of people who have too much pride to think that they would play with a toy.

HyperBear1565d ago

Your right, it is a Toy...

A Toy that's meant for kicking ass and taking names! :D

gaffyh1565d ago

I think it's more that he thought it was just for kids, which is what toys are, but consoles are bought by a very wide age range, so probably not in the same class as toys now

TacoTaru1565d ago

And football is just a game. No money there.

GameDev11565d ago

"I must go now, and prepare myself for the angry mob of people who have too much pride to think that they would play with a toy"


kingdom181565d ago

Yes but you should also consider the fact that it has developed into an art form (well for some games anyway), and while all it does is provide us with entertainment it provides jobs to others in this large market they have created.

Picnic1563d ago (Edited 1563d ago )

Considering that you can create your own levels on Little Big Planet and you could theoretically, and far more easily for the average member of public than normal, turn that in to a fully fledged game with which you could make money hence you would have a business product, the 'little practical use' says more about the limits of your human imagination where you might further hamper those with 'but would it be worth it? I don't even have any ideas' kind of considerations- than it does about the the potential of the PS3 to be more than a single use toy.

And - let's face it - this demeaning of not only consoles but any kind of entertainment tool in general e.g. Meccano - plus the whole history of things like boards games, fairgrounds, theme parks - these sometimes artistic forms of bringing together cultures- have long been sneered at when they are not outright ignored or never on the radar of our 'top' universities. That it is possible to this day for some snotty little undergraduate at Oxford to sneer at or at least quietly belittle the entrepreneur and magic maker Walt Disney, for instance, makes me sick.

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Activemessiah1565d ago

I think in his mind he thought "Play Area".

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