However what if, and, this might be a big if, gamers that pre-ordered the systems yesterday fall into four categories:
- Brand Loyal ("fanboys")
- Entrepreneur (read: ebay sharks)
- Game Enthusiasts (hardcore)
- Technophiles (cheap blu-ray buyers)
Is anyone suprised that somewhere between 28,800 and 57,600 PlayStation 3 consoles were pre-ordered at the 3,600 store locations?
Let us break down the four groups listed above:
Brand Loyal: These folks are willing to pay above and beyond for a PlayStation 3. They have been waiting for this chance for two or more years. Hell, many were probably willing to buy into the slideshow and vaporware concepts at its inception.
- They love Sony console products. Not because they like to spend money, they like the Sony brand. To them, this is the brand to own.
- Just like people buy Ford over Chevy regardless to the suggestions by Consumer Reports - people will buy a console regardless of the bad price or high prices.
- Price Point is higher for the loyal brand. They may consider $600.00 a lot - but not for a quality Sony product. Where $1,000 might be steep, the price point on the brand loyal product is ok if it's high (just not insane). They may consider $400 too high for a Microsoft product in some cases (even though its cheaper than the brand loyal product)
Entrepreneur: These folks may not even play games. They may be the same people that bought all the Tickle Me Elmo's a few years ago. The same people that bought rare collector Transformers and still have them in original boxes as an "investment." They may game but "not for this price." Not when they can double their profits on ebay.
- May want a PS3, but would rather sell it on eBay and double the money. Then buy a PS3 "for free" based on their ebay profit, in May.
- Are more than likely not going to claim the PS3 sale on their taxes.
- Will buy the entire stores stock if given the chance (reason why there is 1 per customer).
- Will show up with family members on camp-out-night so that they can get more than the 1 per customer limit.
- Will have the PS3 posted on ebay a day before release so that they can get the most bang for the initial hype.
Gamer Enthusiast: They own all games like they were pokemon. When you talk to these people in the hallways at work they may ask "Have you played the new Madden?" Or, they might take the time to sit down and dispute why Sonic is the best side-scroller ever. These people have probably played Donkey Kong, Mario Kart, Tekken, Mortal Kombat, TheSims, StarWars, Call of Duty, Age of Empires and old SSI games like Secret of the Silver blade. A game genre doesn't exist to them. There is only one genre: Video Games.
- They own a 360, will own a Wii, and will own a PS3. They want them all and will have all exclusive title access and can purchase the game that is best for the specific platform.
- They are willing to pay the money because that is there hobby. They may not spend it on a car, house upgrades, remote control cars, etc. They buy video games and that is where the bulk of their investment goes.
- They would probably buy a table top pac-man arcade box if available to them for the same price as a PS3. It's not about the money: It is about the experience!
Technophiles: They buy bleeding edge technology when it's at full price. They do not bat an eye at hundred dollar bills. They see a good deal when it comes around, and a $500.00 Blu-Ray player is a great deal. They've already got a 1080p HDTV (and probably a few other HDTV's in other areas of the house). A full stereo system with perfect surround sound AND probably an Xbox 360.
- They will own a BluRay player for under a grand.
- They will more than likely buy an Xbox 360 HDDVD bundle so they can contribute to both sides of the "format wars."
- Great graphics are key. If they're gamers as well as big techno junkies then they want the best graphics money can buy. Why? Because they've probably got the best TV money can buy to view it on.
- They live for technology. They probably own an ipod and other varients of mp3 players.
- Believe it or not, they're not just buying things to buy. They do research first. They will spend a lot of money but it will be money well spent. The technology might be old in a year but it will be the best quality for the value. Name brand isn't as important as overall quality after looking through all competing brands (if such brands exist in the space).
Who is missing from these groups? Everybody else. Pre-orders reflect the outliers...those that go above and beyond for the system. Many gamers may be waiting for the price to drop or for the hype to fade before becoming irritated at lack of inventory at the local stores.
John/Jane Q. Public - those not listed in the above - did not pre-order yesterday. The only group that might have made some showing at the pre-order lines: The worried mom. That's the mom that wants to please their kids this holiday season above and beyond the call of duty. They would buy the product if it was going to be in stock, but they've learned from the past. They are not going to hunt around all stores in December trying to find a single glimps of the PS3. They're trying to be economical: a few hours in line is worth the lack of hours spent hitting every store each morning before mid-december.
Sony is happy today for sure. But, will they be happy when the product is ready and available for average consumers? Time will tell.
