PlayStation 3 launch

The launch of the PlayStation 3 into the Japanese market on 11 November 2006 marked the second major seventh generation entertainment system to be released. The system was released seven days later on 17 November in the United States. Introduction into other world markets was delayed by a shortage of diodes for use in the Blu-ray disc player; the device was launched in European and other world markets in the first half of 2007

NTSC region

Japan

The PlayStation 3 was launched in Japan on 11 November 2006 at 07:00am. There were reports that many of the initial systems were obtained by businessmen who paid mainly Chinese nationals to buy the system without any software to resell on eBay,^[1]and, as a result of this, there were more hardware units sold than there were games. Ridge Racer 7 was the highest selling game on launch day. 81,639 PS3 systems were sold within 24 hours of its introduction in Japan. Sony has opted to go with an open pricing scheme for the 60 GB model, allowing retailers to set a price point themselves.

Japan launch titles

^[2]

United States

The PlayStation 3 was launched in United States on November 17, 2006. Presales on eBay reached a high of just over US$170500 on November 17. During its first week of release in the United States, PlayStation 3 systems were being sold on eBay upwards of $2000. It was originally announced that there would be 400,000 units available, however less than a week before launch reports emerged that Sony did not meet its shipping quota in time, resulting in about 40% of systems not appearing at launch. It is not known exactly how many systems were available on launch day. As the initial release price topped $300, the PlayStation 3 console was sold out during the first day.

As of January 16, 2007, nearly two months after the US launch, at least 1,000,000 systems had been shipped to the US, and a further 1,000,000 had been shipped to Japan, plus more elsewhere in Asia.

United States launch titles

Singapore

The PS3 launched in Singapore in March 2007, with the price of 60 GB announced as S$799, without games. Singapore, although using PAL for broadcasting, uses NTSC for gaming.

The 80GB model was released in Singapore in September 2007.

South Korea

The South Korean launch took place on 16 June 2007. The only version sold is the 80 GB version, equipped with IPTV.^[3] This is the first time that the PlayStation 3 released with an 80 GB hard disk.

Mexico

PlayStation 3 20GB and 60GB models (NTSC-UC Zone 1) were released in Mexico in 2007. The 80GB model bundled with Formula One Championship Edition is now on sale in Mexico for $7,990($750 USD) as well as a 40GB version with Formula One Championship and Ratchet and Clank Future Tools of Destruction for $6,990(MXN).^[4][5] Local PS3 game standard price is $899 (MXN).^[6]

PAL region

Europe

Sony announced on September 6, 2006 that the PAL region (European and Australasia) launch had been delayed until March 2007 due to a shortage of diodes used in the Blu-ray Disc drive. At midnight on January 24, 2007, Sony announced that the PlayStation 3 would go on sale on March 23, 2007 in Europe, Australia, the Middle East, Africa and New Zealand.

Sony stated that there would be 1,000,000 PS3s in Europe for the launch period, including at least 220,000 in the UK.

The high launch price of the PS3 has been subjected to criticism from analysts, developers and consumers. Sony executive Phil Harrison has defended the price by citing its Blu-ray Disc support and overall value. The production cost at launch was estimated to be above US$800.00 per unit, with a projected decrease to US$320 per unit three years after.^[7]

Sony announced that first party games (which were released a year after) would retail for £40/€60.

The PS3 was released in the UK & Ireland, the rest of Europe, and Australia & New Zealand on March 23, 2007 with a retail price of £425 €599. According to the Financial Times, The PS3 sold 600,000 units in the first two days of its release in Europe .^[8] It became the fastest-selling home system in the United Kingdom with 165,000 units sold in two days, and became the second-fastest-selling system in the UK overall, the fastest being the PlayStation Portable .^[9] Some British retailers claim that the PS3 was subjected to as many as 20,000 pre-order cancellations,^[10] while others cited a "huge demand" for the system.^[11] System sales for the following week were down 82%, selling 30,000 units, with a 60% drop in sales of the two most popular titles, MotorStorm and Resistance: Fall of Man.^[12]

In continental Europe, Sony sold over 600,000 systems in two days estimating that about €400 million revenue was generated by the hardware and software combined on opening weekend.^[11] According to Sony, France PS3's sales were "around half of the UK, with Spain and Portugal slightly behind that. Germany, too, saw strong sales of around the 50-60,000 mark."^[13]

Despite Sony asking retailers to wait until March 23 to sell the PS3, Italian retailer Datel started selling the PS3 earlier. Datel said in an ad that they would start selling on Wednesday March 21. Sony's reaction was: "Sony Computer Entertainment Europe is deeply disappointed by the unilateral decision of some Italian retail chains to commence the sale of PlayStation 3 to consumers before this official launch date."

Australia

The 23 March 2007 midnight launch of the Australian PlayStation 3 system was considerably less impressive than expected by retailers and media alike. Media flocked to shopping centres and retailers expecting to catch a media extravaganza and flurry of activity as anticipated PlayStation 3 gamers were to buy their systems. However, very little in the way of such activity occurred.

Around 2,000 people turned up at the Sydney CBD Myer store on Pitt St where Casino Royale was playing to entertain the crowds before the launch.^[14]

Gamers and media arrived hours before the midnight launch period and were able to get front positions in what were small queues for the system. Several media outlets, including 2Day FM, asked the few gamers who did turn up to feign enthusiasm and excitement over the system.^[15][16]

Over 27,000 units were sold over the course of the first ten days of sales and nine of the top ten best-selling games, including systems and handheld, of the week were for the PS3; overall, software and hardware sales resulted in A$33 million netted for Sony.^[17] One analyst called it "a spike in retail spending not previously witnessed at the launch of any other system in Australia".^[18] In New Zealand, over 4,800 units were sold in the first week generating "over NZ$6.8 million dollars in hardware and software retail sales."^[19]

Middle East

Sony Gulf announced that Jumbo Electronics and Carrefour stores in the Mall of the Emirates would open their doors at midnight on March 30, 2007 to sell the first PlayStation 3 in the UAE.

The PS3 retailed for AED2499, a price slightly less than Europe.

As an added incentive, the first 100 customers who bought a PlayStation 3 were rewarded with a pair of tickets to see Shakira live in concert at the Dubai Autodrome.^[20]

Ukraine and Russia

Official sales in Ukraine and Russia started on 20 April 2007. All of the games that were released were based on PAL launch titles.

India

The PS3 officially went on sale in India on 27 April 2007, priced at ₹39,990 ($1000 at the conversion rate that time) for the 60 GB version. The PS3 Slim 120GB was launched at the end of November 2009 at the price of ₹19,990. The PS3 Slim 250GB was launched simultaneously at the price of ₹22,490 and in March 2010 it was bundled with the game God of War III or Uncharted 2: Among Thieves.

At present the 160GB slim is sold as a stand-alone pack at ₹16,000 (about $300), while the 320GB is sold with the PlayStation Move Bundle, Gran Turismo 5, or with Medieval Moves at about ₹20,000 (about $350).

PAL launch titles

Release data and pricing

Suggested retail price and release dates by region*

Region	20 GB (discontinued)			40 GB (discontinued)			60 GB (discontinued)			80 GB (discontinued)			System	Release Date
Japan	JPY	49,980[21][22]6	$465	JPY	39,980[22]	$372	JPY	59,9806	$558	TBC			NTSC-J	November 11, 2006
Hong Kong	HKD	3,180[23]	$408	HKD	2,680	$344	HKD	3,780[23]	$485	TBC			NTSC-J	November 17, 2006
Taiwan	NTD	14,980[24]	$468	NTD	11,480[25]	$359	NTD	17,980[24]	$562	TBC			NTSC-J
United States	USD	499	$499	USD	399	$399[26]	USD	5993	$599[27]	USD	5993	$599[27]	NTSC
Canada	CAD	549	$546	CAD	399	$397	CAD	549[28]	$546	$499.99			NTSC
Singapore	SGD	599	$422	SGD	559	$394	SGD	799[29][29]	$563	$799			NTSC-J[29]	March 7, 2007[29]
United Kingdom	N/A2,5			GBP	299[30]	$582	GBP	425	$827	N/A2			PAL	March 23, 2007
Ireland	N/A2,5			EUR			EUR	629.99	$913	N/A2			PAL
European Union	N/A2,5			EUR			EUR	599	$1,087	N/A2			PAL	March 23, 2007.
Australia	N/A2,5			AUD	699.95[31]	$627	AUD	999.95	$895	6992			PAL
Croatia	N/A2,5			HRK	3,190	$620	HRK	4,777	$951	N/A2			PAL
Denmark	N/A2,5			DKK	2,999		DKK	5,495	$1,068	N/A2			PAL
Estonia	N/A2			EEK			EEK	10,999	$1,019	N/A2			PAL
Finland	N/A2,5			EUR	479	$694	EUR	650	$942	N/A2			PAL
Greece	N/A2,5			EUR	399	$578	EUR	659[32]	$955	N/A2			PAL
Iceland	N/A2			ISK			ISK	69.999	$1,211	N/A2			PAL
Latvia	N/A2			LVL			LVL	495	$0	N/A2			PAL
New Zealand	N/A2,5			NZD	799.95	$630	NZD	1,199.95†	$945	N/A2			PAL
Norway	N/A2,5			NOK	3,999	$721	NOK	5,995	$1,081	N/A2			PAL
Pakistan	N/A2			PKR			PKR	Rs 28,500	$477	N/A2			PAL
Serbia	N/A2			RSD			RSD	50,000	$871	N/A2			PAL
South Africa	N/A2			ZAR			ZAR	6,599.95	$852	N/A2			PAL
Sweden	N/A2,5			SEK			SEK	5,995	$921	N/A2			PAL
Switzerland	N/A2,5			CHF	N/A		CHF	899	$814	N/A2			PAL
Russia	N/A2			RUB	15990	$646	RUB	21990	$888	N/A2			PAL	April 20, 2007[33][34]
Ukraine	N/A2			UAH			UAH	4000	$800	N/A2			PAL
Turkey	N/A2			TRY			TRY	1,499	$1,243	N/A2			PAL
India	N/A2			INR	22990		INR	39990[35]	$1,011	N/A2			PAL	April 27, 2007[35]
South Korea	N/A1			KRW			N/A1			KRW	518,000	$550	NTSC-J	June 16, 2007
Mexico	TBC			MXN			TBC			MXN	9,999	$743	NTSC	August 20, 2007[36][37]
Malaysia	N/A			N/A			N/A			MYR	1,599	$495	NTSC-J	September 20, 2008[38]
Argentina	TBC			ARS	2799	$883	TBC			ARS	TBC	TBC	NTSC	November 1 2008
Chile	TBC			CLP	349990	$555	TBC			CLP	TBC	TBC	NTSC	2009
Indonesia	TBC			IDR			TBC			IDR	TBC	TBC	NTSC-J	October 1 2009[39]
Thailand	TBC			THB			TBC			THB	TBC	TBC	NTSC-J	November 5, 2009[40]
Vietnam	TBC			VND			TBC			VND	TBC	TBC	NTSC-J	January 16, 2010[41]
Philippines	N/A2,5			N/A2,5			N/A2,5			PHP	189996	$468	NTSC	March 27, 2010[42]
Brazil	BRL	R$ 7.999	$ 3,500	BRL	R$ 9.499	$ 4,100	N/A			BRL	1.9997	$1,135	PAL-M/NTSC-J	August 11, 2010[43][44]

• ^1 The 20 GB version of the system has been discontinued in the US. Sony stated this was due to lack of consumer demand for this system configuration.
• ^2 Sony is no longer producing the 20, 40, 60, 80, and 120 GB model of the PlayStation 3 for the US market. The only available models of the PlayStation 3 in the US are the 160 GB, $299, and the 250 GB, $349 versions of the system.
• ^3 In July 2007, Sony announced a new retail configuration of the system for Europe. It will include all accessories and items with the 60 GB SKU, as well as the 60 GB unit itself, but will also include an extra wireless Sixaxis controller and the two bestselling first party games: Resistance: Fall of Man and MotorStorm. This new pack, called the "Starter Pack" will replace the 60 GB stand alone version, but will retail for the same price (EUR599, GB£425). In August 2007, the "Starter Pack" has been released in the UAE at AED2499.
• ^4 In October 2007, Sony announced a new version of the system for the United Kingdom, Europe, Middle-East and Australia/New Zealand with a 40GB hard-drive, 2 USB ports instead of 4, no card readers & PS2 backwards compatibility removed, but still PSone backwards compatible.^[45]
• ^5 In January 2008, Sony announced to discontinue the 20 GB and 60 GB model of the PlayStation 3 for Japan market.^[46]
• ^6 120 GB Slim model.^[42]
• ^7 120 GB Slim model.^[43]

References